Analisis Pengaruh peraturan Bank Indonesia No. 11/11/PBI/2009 Pasal 8 Ayat 2 tentang Merchant Gesek Tunai (Gestun) Terhadap Bisnis Merchant - Studi Kasus pada PT. Bank BNI (Persero), Tbk.

Lanny Pujiati, Mahfud Sholihin, M.Acc., Ph.D.

2012 | Tesis | S2 Magister Manajemen

Bisnis merchant merupakan suatu proses yang terintegrasi antara cardholder, merchant, issuer, dan acquirer dimana pihak merchant merupakan komponen yang paling menentukan dalam perkembangan industri kartu kredit karena tanpa adanya merchant maka tidak ada gunanya memiliki kartu kredit sehingga posisi tawar (bargaining) merchant jauh lebih tinggi daripada bank penerbit kartu itu sendiri. Namun sayangnya hal ini justru dimanfaatkan oleh sejumlah merchant untuk memanfaatkan peluang dengan melakukan praktek bisnis gesek tunai (gestun) yang dilarang oleh Bank Indonesia berdasarkan PBI No. 11/11/PBI/2009. Praktik gestun sebenarnya aman-aman saja selama tidak terjadi default payment kartu kredit dari nasabah. Jadi ketiga pihak, bank-merchant-nasabah saling mengutungkan. Disatu sisi, volume penjualan (sales volume) naik, merchant mendapatkan fee, dan nasabah juga mendapatkan dana tunai secara cepat dan mudah. Sekarang permasalahannya, bagaimana dampak dari peraturan Bank Indonesia PBI No. 11/11/PBI/2009 terhadap bisnis merchant Bank BNI? Menindaklanjuti penutupan sejumlah merchant yang terbukti melakukan praktek gestun, secara garis besar belum memiliki pengaruh yang signifikan terhadap pencapaian target manajemen di tahun 2011 meskipun beberapa area mengalami pertumbuhan negatif pada bulan April 2011 yaitu wilayah Palembang (-8%), Makassar (-11%), dan Surabaya (-18%).

Merchant business is an integrated process between the cardholder, merchant, issuer, and acquirer where the merchant acquirer is the most decisive component in the development of the credit card industry because without a merchant than there is no point in having a credit card so that the bargaining position is much higher than the merchant card issuing bank itself. But unfortunately this fact is utilized by a merchant to take advantage of opportunities to do business practice that is prohibited by the Bank of Indonesia based on PBI no. 11/11/PBI/2009. Gestun actual practice is safe as long as no event of default credit card payment from customers. So the third party, merchant-bank-cardholder, benefit each other. On the other hand, the volume of sales increased, merchants get the fee, and customers also get cash quickly and easily. Now the problem, what is the impact of this rule to merchant business of Bank BNI? Following up on the closure of several merchants that proved conducted gestun, largely do not have a significant effect on the achievement of management target in 2011 although several areas experience negative growth in the month of April 2011 which are Palembang (-8%), Makassar (-11%), and Surabaya (-18%).

Kata Kunci : cardholder, merchant, issuer, acquirer, dan gestun