Analisis keunggulan bersaing pinjaman mikro BRI Cabang Purworejo

MUDJIANTO, Anton Z, Dr.Ir. Suhatmini Hardyastuti, MS

2004 | Tesis | Magister Manajemen Agribisnis

Penelitian ini bertujuan untuk mengetahui dan membuktikan faktor keunggulan bersaing yang ada pada bank BRI Unit Kanca Purworejo. Faktor sumber keunggulan mencakup ketrampilan dan sumberdaya, faktor posisi keunggulan mencakup keunikan, kesan harga dan nilai nasabah, sementara kinerja keluaran mencakup kepuasan nasabah, kesetiaan nasabah dan kinerja pemasaran. Hipotesis yang diajukan adalah: (1) Diduga ketrampilan dan sumberdaya bank BRI Unit merupakan faktor Sumber Keunggulan; (2) Diduga keunikan, kesan harga dan nilai nasabah merupakan faktor Posisi Keunggulan; (3) Diduga kepuasan nasabah, kesetiaan nasabah, kinerja pemasaran yang mencakup pangsa pasar dan profitabilitas merupakan faktor Kinerja Keluaran; (4) Diduga Sumber Keunggulan mempengaruhi Posisi Keunggulan dan Posisi Keunggulan mempengaruhi Kinerja Keluaran. Sampel penelitian ini berjumlah 115 nasabah yang merupakan nasabah bank BRI Unit Kanca Purworejo dengan menggolongkan pada frekuensi pengambilan kredit, pengalaman menjalankan usaha, umur nasabah, jenis kelamin, pendidikan, serta pendapatan. Pengumpulan data dilakukan dengan metode angket. Metode analisisnya analisis faktor kemudian uji statistik yang digunakan adalah analisis regresi sederhana (dua persamaan). Hasil penelitian ini menunjukkan bahwa sumber keunggulan (Y1) mempengaruhi posisi keunggulan (Y2) dengan koefisien determinasi sebesar 0,048 atau 4,8%, jadi pengaruh sumber keunggulan 4,8% terhadap posisi keunggulan. Sedangkan pengaruh posisi keunggulan (Y2) terhadap kinerja keluaran (Y3) sebesar 0,477 atau 47,7%.

This research aim to know and prove competitive advantage in BRI Unit of Branch office of Purworejo. In this case, factors of sources of advantage include: superior skills and superior resources; positional advantage factors include: superior unique, superior customer value and lower relative cost, performance outcomes include: customer satisfaction, customer loyality and marketing performance. Hypothesis the raised are: (1) Anticipated superior skills and superior resource of BRI Unit represent sources of advantage, (2) Anticipated superior unique, superior customer value and lower relative cost represent positional advantage factor, (3) Anticipated customer satisfaction, customer loyality, marketing performance represent performance outcomes factor; (4) Anticipated the sources of advantage influence to positional advantage and positional advantage influence to performance outcomes. This research subject to amount of 115 clients representing bank client of BRI Unit office of Branch of Purworejo by classifying at frequency intake of credit, experience run effort, client age, gender, education, and also earnings. Data collecting conducted with enquette method with the scale of measuring instrument on sources of advantage, positional advantage and performance outcomes. The analysis method is factor analysis, while statistical test is used for analysis of simple regression ( two equation). The result of this research indicate that the sources of advantage ( Y1) influence to positional advantage ( Y2) with coefficient of determination equal to 0,048 or 4,8%, becoming influence of sources of advantage 4,8% to positional advantage. While influence of positional advantage ( Y2) to performance outcomes ( Y3) equal to 0,477 or 47,7%.

Kata Kunci : Agribisnis,Pinjaman Mikro, Factors of Competitive Advantage : (1) Sources of advantage, (2) Positional advantage, (3) Performance Outcomes