IMPLEMENTASI STRATEGI DEFERENSIASI BPR (BANK PERKREDITAN RAKYAT) UNTUK MENJAGA EKSISTENSINYA TERHADAP BANK UMUM DI WILAYAH KABUPATEN MADIUN

Wihara, Dhiyan Septa and Haqqi, Rilla Izzatul (2017) IMPLEMENTASI STRATEGI DEFERENSIASI BPR (BANK PERKREDITAN RAKYAT) UNTUK MENJAGA EKSISTENSINYA TERHADAP BANK UMUM DI WILAYAH KABUPATEN MADIUN. IMPLEMENTASI STRATEGI DEFERENSIASI BPR (BANK PERKREDITAN RAKYAT) UNTUK MENJAGA EKSISTENSINYA TERHADAP BANK UMUM DI WILAYAH KABUPATEN MADIUN, 6 (2). pp. 161-170. ISSN 2302-4747

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Abstract

This research focused for only two BPR that is Rural Banks Arta Kencana and Rural Banks of madiun regency with consideration secondly of rural banks have number of branch offices and cash office most widely compared with other rural banks in madiun regency so that most representative if connected with implementation of differentiation strategy for face competition with commercial banks in madiun regency. Based on description above, focused of this research direct to: 1) what are the obstacles faces by Rural banks Arta Kencana and Rural Banks of madiun regency in compete with commercial banks in madiun district region. 2) Implementation of differentiation strategy product, services, personality, marketing distribution and image in Rural Banks Arta Kencana and Rural Banks of madiun regency 3) main differentiation strategy used Rural Banks Arta Kencana and Rural Banks madiun regency to face competition with commercial banks. While this type of research use case study to deeply study the application of differentiation strategy of Rural Banks Arta Kencana and Rural Bank of Madiun Regency in competing with commercial bank in madiun district region, the informant in this research cover the main director / director, manager / head of department, head of cash office .methods of data retrieval in this study using observation, indepth interview and documentation. The result of the research shows that the main constraint of BPR in competing with commercial bank is the field of human resources where the level of employee education in BPR Arta Kencana and BPR madiun district still have high school, then the problem of the number of yng saving product is limited and for the credit product the interest rate is still above 1%. Next is the brand preference of commercial banks is stronger than the BPR. Both BPR Arta Kencana and BPR Banks of Madiun Regency have implemented similarly differentiation strategies, which are trying to create products according to customers' needs, faster service, building competent human resources, expanding market share and building a good image in the eyes of customers. but for the main differentiation strategy used to compete with different commercial banks, where the BPR of the Regency Bank is more emphasized on the expansion of market share by relying on a large number of cash offices while BPR Arta Kencana is targeting each Account Officer (AO) To seek credit customers for at least 5 customers per day.

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