Analisis Corporate Branding PT Bank Syariah Indonesia Tbk

AJENG MAYANGRATIH, Iin Mayasari, S.I.P., M.M., M.Si

2023 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Pada 1 Februari 2021 Pemerintah Indonesia mengeluarkan kebijakan terkait dengan dilakukannya merger 3 bank syariah nasional. Ketiga bank syariah tersebut adalah Bank Syariah Mandiri (BSM), Bank Negara Indonesia Syariah (BNIs) dan Bank Rakyat Indonesia Syariah (BRIs). Ketiga bank syariah ini dilebur menjadi sebuah Bank Syariah terbesar di Indonesia dengan nama PT. Bank Syariah Indonesia Tbk (BSI). Strategi ini dilakukan oleh pemerintah dalam rangka ingin memperluas pangsa pasar Bank Syariah di Indonesia dan dunia. Strategi BSI yang merupakan tantangan yang harus dihadapi yaitu diharapkan dapat menumbuhkan segmen UMKM dalam ekosistem dan value chain yang terintegrasi, dapat melayani segmen retail dengan layanan khas syariah, dan pengembanganan segmen wholesale dengan produk inovatif termasuk pengembangan bisnis global. Adanya tantangan eksternal dan internal, serta kuatnya corporate branding dari tiga bank ex-legacynya, BSI perlu menguatkan corporate branding. Sebuah bank baru tentunya memiliki tantangan untuk dapat menciptakan, mendukung, melindungi, dan memperkuat pengaruh Corporate Branding perusahaannya. Pada penelitian ini bertujuan untuk mengidentifikasi penerapan model Customer Based Brand Equity (CBBE) yang terdiri atas salience, performance, imagery, judgments, feelings, dan resonance pada Bank Syariah Indonesia dalam rangka mempertahankan eksistensinya di industri perbankan syariah yang saat ini telah banyak didominasi bank konvensional atau munculnya pelaku industri perbankan syariah baru. Penelitian ini menggunakan metode deskriptif yang menggunakan pengumpulan data primer melalui wawancara dengan jajaran manajemen yang mengambil keputusan dalam perumusan strategi corporate branding. Dalam hal ini, ada dua orang yang terlibat dalam perumusan strategi corporate branding dan 30 (tiga puluh) responden yang berpartisipasi dalam menjawab pernyataan melalui Google Form. Hasil penelitian ini menunjukkan bahwa BSI telah menerapkan aspek-aspek dari model Customer Based Brand Equity (CBBE) yang terdiri atas salience, performance, imagery, judgments, feelings, dan resonance. Dengan penerapan aspek-aspek tersebut, diharapkan BSI dapat meningkatkan inovasi dan kolaborasinya untuk mempertahankan eksistensinya yang saat ini banyak didominasi oleh industri perbankan syariah pendatang baru. Selain itu BSI dapat mengikuti pasar dan tetap

On February 1, 2021 the Indonesian government issued a policy related to the merger of 3 national Islamic banks. The three Islamic banks are Bank Syariah Mandiri (BSM), Bank Negara Indonesia Syariah (BNIs) and Bank Rakyat Indonesia Syariah (BRIs). These three Islamic banks were merged to become the largest Islamic bank in Indonesia under the name PT. Bank Syariah Indonesia Tbk (BSI). This strategy was carried out by the government in order to expand the market share of Islamic banks in Indonesia and the world. The BSI strategy, which is a challenge that must be faced, is expected to grow the MSME segment in an integrated ecosystem and value chain, be able to serve the retail segment with sharia-specific services, and develop the wholesale segment with innovative products including global business development. Due to external and internal challenges, as well as the strong corporate branding of its three ex-legacy banks, BSI needs to strengthen its corporate branding. A new bank certainly has challenges to be able to create, support, protect, and strengthen the influence of the company's Corporate Branding. This study aims to identify the application of the Customer Based Brand Equity (CBBE) model which consists of salience, performance, imagery, judgment, feelings, and resonance at Indonesian Sharia Banks in order to maintain its existence in the Islamic banking industry which is currently dominated by conventional banks. or the emergence of new sharia banking industry players. This study uses a qualitative descriptive method that uses primary data collection through interviews with management who make decisions in formulating Corporate Branding strategies. In this case, there are three people involved in formulating Corporate Branding strategies and 30 (thirty) respondents who participate in answering statement via Google Form. The results of this study indicate that BSI has implemented aspects of the Customer Based Brand Equity (CBBE) model consisting of salience, performance, imagery, judgment, feelings, and resonance. With the implementation of these aspects, it is hoped that BSI can increase its innovation and collaboration to maintain its existence, which is currently dominated by newcomers to the Islamic banking industry. In addition, BSI can follow the market and maintain the value of Islamic banking and its identity as Islamic banking.

Kata Kunci : BSI corporate branding, Customer Based Brand Equity (CBBE) consisting of salience, performance, imagery, judgments, feelings and resonance.