STRATEGI BANK XYZ DALAM MEMPERTAHANKAN POSISI PEMIMPIN PASAR DI BISNIS PENGHIMPUNAN DANA

Novita Armayanti, Prof., Dr., Iin Mayasari, M.M., Msi.

2026 | Tesis | S2 MANAJEMEN (MM) JAKARTA

<style>@font-face{ font-family:"Times New Roman"; }@font-face{ font-family:"??"; }p.MsoNormal{ mso-style-name:Normal; mso-style-parent:""; margin-bottom:6.0000pt; text-align:center; font-family:'Times New Roman'; mso-ansi-font-weight:bold; font-size:16.0000pt; }p.MsoFooter{ mso-style-name:Footer; mso-style-noshow:yes; margin-bottom:0.0000pt; text-align:center; font-family:'Times New Roman'; mso-ansi-font-weight:bold; font-size:16.0000pt; }span.msoIns{ mso-style-type:export-only; mso-style-name:""; text-decoration:underline; text-underline:single; color:blue; }span.msoDel{ mso-style-type:export-only; mso-style-name:""; text-decoration:line-through; color:red; }div.Section0{page:Section0;}</style>Persaingan yang semakin ketat di industri lembaga keuangan, mendorong perbankan saling berkompetisi dalam memperebutkan pasar guna memperluas dan mempertahankan pangsa pasar khususnya di bidang penghimpunan dana. Bank XYZ adalah salah satu bank KBMI 4 telah memimpin pasar selama bertahun-tahun di bidang penghimpunan dana. Meskipun posisi Bank XYZ sebagai pemimpin pasar sempat mengalami penurunan, Bank XYZ telah berhasil merebut kembali posisi tersebut. Oleh karena itu, analisis terhadap strategi Bank XYZ dalam mempertahankan posisi sebagai pemimpin pasar menjadi sebuah isu yang menarik untuk diteliti. Penelitian ini bertujuan mengidentifikasi strategi Bank XYZ dalam mempertahankan posisi pemimpin pasar dalam bisnis penghimpunan dana. Penelitian menggunakan pendekatan kualitatif menggunakan metode  pengumpulan data melalui wawancara secara mendalam kepada narasumber. Analisis data dilakukan secara komprehensif dari perspektif manajemen Bank XYZ untuk mengkaji implementasi strategi Bank XYZ berdasarkan delapan faktor atau klasifikasi penelitian meliputi peluang pertumbuhan bisnis, strategi pertumbuhan pasar dan/atau produk, penetrasi pasar, pengembangan pasar, pengembangan produk, diversifikasi, strategi inovasi dan/atau imitasi, serta strategi dalam mempertahankan posisi pasar. Hasil penelitian menunjukkan bahwa Bank XYZ menerapkan strategi pertumbuhan pasar dan/atau produk, strategi penetrasi pasar, pengembangan pasar, diversifikasi dalam mengoptimalkan peluang pertumbuhan bisnis guna mempertahankan posisi pemimpin pasar di bisnis penghimpunan dana.

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The increasingly fierce competition in the financial institutions industry has pushed banks to compete with each other in the market to expand and maintain market share, especially in the field of fundraising. Bank XYZ is one of the KBMI 4 banks that has led the market for years in the field of fundraising. Although Bank XYZ's position as a market leader has declined, Bank XYZ has managed to regain that position. Therefore, an analysis of Bank XYZ's strategy in maintaining its position as a market leader is an interesting issue to study. This study aims to identify Bank XYZ's strategy in maintaining its market leadership position in the fundraising business. The research uses a qualitative approach using data collection methods through in-depth interviews with informants. Data analysis is carried out comprehensively from the perspective of Bank XYZ management to examine the implementation of Bank XYZ's strategy based on eight factors or research classifications including business growth opportunities, market and/or product growth strategies, market penetration, market development, product development, diversification, innovation and/or imitation strategies, and strategies in maintaining market position. The results of the study indicate that Bank XYZ implements market and/or product growth strategies, market penetration strategies, market development, and diversification in optimizing business growth opportunities to maintain its market leadership position in the fundraising business

Kata Kunci : pemimpin pasar, penghimpunan dana, peluang pertumbuhan bisnis, pertumbuhan pasar dan/atau produk, penetrasi pasar, pengembangan pasar, pengembangan produk, diversifikasi, inovasi dan/atau imitasi, mempertahankan posisi pasar.