Strategi Inovasi Penjualan Reksa Dana: Studi Pada Wealth Management Group PT Bank Mandiri (Persero) Tbk.

FITRIYUNI HANAFI, Agus Setiawan, Dr., M.Soc.Sc.

2015 | Tesis | S2 Manajemen

Penelitian ini mempunyai tujuan yaitu menganalisis dan mengeksplorasi strategi inovasi yang dilakukan oleh Wealth Management Group PT Bank Mandiri (Persero) Tbk., untuk meningkatkan penjualan reksa dana. Penelitian ini merupakan penelitian deskriptif dengan menggunakan pendekatan kualitatif. Pengumpulan data dilakukan dengan teknik wawancara tidak terstruktur, kuesioner, dan studi kepustakaan. Analisis dilakukan dalam penelitian ini meliputi analisis lingkungan eksternal dan internal yang secara langsung mempengaruhi penjualan reksa dana di Wealth Management Group PT Bank Mandiri (Persero) Tbk. Analisis lingkungan eksternal perusahaan digunakan teori driving forces dan porter's five forces, dimana nanti akan diidentifikasi berupa opportunities (peluang) dan threats (ancaman) yang di hadapi perusahaan, sedangkan analisis lingkungan internal perusahaan menggunakan teori model inovasi yang dikombinasikan dengan teori Resources-Based View (RBV) dan analisis faktor keberhasilan inovasi berdasarkan Key Success Factor, yang akan diidentifikasi berupa strengths (kekuatan), weaknesses (kelemahan). Hasil dari analisis lingkungan eksternal dan internal tersebut akan mengambarkan kekuatan, kelemahan, peluang dan ancaman (SWOT) dari perusahaan. Hasil dari penelitian ini menunjukkan bahwa fase terlemah dalam model inovasi yang dilakukan oleh WMG Bank Mandiri adalah fase innovation implementation. Rendahnya kapabilitas sumber daya WMG, tidak memikirkan pentingnya inovasi serta kurangnya komunikasi yang menimbulkan team work tidak baik antar unit kerja merupakan faktor utama penyebab hambatan inovasi di Wealth Management Group Bank Mandiri. Kata kunci: inovasi, strategi inovasi, driving force, five forces model, model inovasi, resources based view

The objective of this study is to analyze and explore innovative strategies by Wealth Management Group of PT Bank Mandiri (Persero) Tbk., to increase sales of mutual funds. This research is a descriptive study using a qualitative approach. Data collection was conducted using in-depth interviews, questionnaires, and literature study. The analysis was performed in this study included the analysis of external and internal environment that directly affect the sales of mutual funds in Wealth Management Group of PT Bank Mandiri (Persero) Tbk. Analysis of the external environment the company used the theory of driving forces and Porter's five forces, which will be identified in the form of opportunities and threats in the company, while the analysis of internal environment using a theoretical model of innovation combined with the theory of Resource-Based View (RBV) and analysis of the success factors of innovation based Key Success Factor, which will be identified in the form of strengths, weaknesses. Results of the analysis of external and internal environment that will portray the strengths, weaknesses, opportunities and threats (SWOT) of the company. Results from this study indicate that the weakest phase in the model innovation in Wealth Management Group of Bank Mandiri is the phase of innovation implementation. Low resource capabilities WMG, do not think about the importance of innovation as well as the lack of communication that lead to no good team work between work units are the main factors causing barriers to innovation in the Wealth Management Group of Bank Mandiri. Keywords: innovation, innovation strategy, driving force, five forces model, innovation model, resources based view

Kata Kunci : inovasi, strategi inovasi, driving force, five forces model, model inovasi, resources based view