STRATEGI PEMASARAN UNTUK MENINGKATKAN RASIO CASA BERBASIS MANAJEMEN RISIKO PADA BANK PODA

SINAGA, DEDI NESTORIKO (2025) STRATEGI PEMASARAN UNTUK MENINGKATKAN RASIO CASA BERBASIS MANAJEMEN RISIKO PADA BANK PODA. S2 thesis, Universitas Kristen Indonesia.

Preview	Text (Hal_Judul_Daftar_Isi_Abstrak) HalJudulDaftarIsiAbstrak.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB) | Preview
Preview	Text (BAB_I) BABI.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB) | Preview
	Text (BAB_II) BABII.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (7MB)
	Text (BAB_III) BABIII.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)
	Text (BAB_IV) BABIV.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (21MB)
	Text (BAB_V) BABV.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (DAFTAR_PUSTAKA) DAFTARPUSTAKA.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB) | Preview
	Text (LAMPIRAN) LAMPIRAN.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (12MB)

Abstract

Penelitian ini bertujuan untuk merumuskan strategi pemasaran yang efektif dalam meningkatkan rasio Current Account Saving Account (CASA) berbasis manajemen risiko pada sebuah bank syariah di Indonesia yang disamarkan namanya menjadi Bank PODA. Fenomena penurunan rasio CASA selama periode 2022–2024 menunjukkan perlunya pendekatan strategis yang menyeluruh guna menjaga efisiensi biaya dana (Cost of Fund) dan profitabilitas bank. Penelitian ini menggunakan kombinasi metode penelitian kualitatif dengan pendekatan deskriptif dengan metode analisis SWOT serta penerapan kerangka kerja manajemen risiko ISO 31000 dan juga metode penelitian kuantitatif. Data primer diperoleh melalui kuesioner kepada top management cabang yang berhubungan langsung dengan target pencapaian CASA dan internal bank yang diolah dari beberapa unit kerja terkait. Sementara data sekunder meliputi laporan tahunan bank, laporan dari regulator, dan literatur terkait. Hasil penelitian menunjukkan bahwa faktor internal yang memengaruhi rendahnya CASA meliputi keterbatasan jaringan cabang, kapasitas tim pemasaran yang belum optimal, keterbatasan fitur e-channel, sampai pada proyek strategis IT mengalami penundaan. Faktor eksternal meliputi kenaikan suku bunga acuan BI, persaingan ketat dari bank digital yang menawarkan margin yang tinggi, rendahnya literasi perbankan syariah, sampai pada pergeseran perilaku nasabah ke instrument investasi dibandingkan produk bank. Strategi yang direkomendasikan meliputi penguatan produk berbasis komunitas muslim, pengembangan cash management system dan fitur digital Islami, membentuk tim khusus penetrasi segmen muslim, peningkatan kapasitas SDM pemasaran, sampai pada pembentukan jaringan non cabang. Implementasi strategi ini harus didampingi dengan manajemen risiko berbasis ISO 31000 untuk mitigasi risiko teknis, operasional, dan reputasi agar pertumbuhan CASA yang berkelanjutan dapat tercapai. Kata kunci: CASA, strategi pemasaran, bank syariah, manajemen risiko, ISO 31000 / This research aims to formulate an effective marketing strategy for enhancing the Current Account Saving Account (CASA) ratio, based on a risk management framework, at an Indonesian Islamic bank, which is pseudonymously referred to as Bank PODA. The observed phenomenon of a declining CASA ratio during the 2022– 2024 period highlights the necessity for a comprehensive strategic approach to maintain the efficiency of the Cost of Fund and the bank's profitability. This research uses a combination of qualitative research methods with a descriptive approach with the SWOT analysis method and the application of the ISO 31000 risk management framework and also quantitative research methods. Primary data were collected through questionnaires distributed to branch top management directly involved with CASA achievement targets and internal bank units, processed from several relevant work units. Meanwhile, secondary data comprised the bank's annual reports, reports from the regulator, and related literature. The research findings indicate that internal factors contributing to the low CASA ratio include limited branch network, suboptimal capacity of the marketing team, limited e-channel features, and delays in strategic IT projects. External factors encompass the increase in the BI (Bank Indonesia) benchmark interest rate, intense competition from digital banks offering high margins, low literacy regarding Islamic banking, and a shift in customer behavior towards investment instruments rather than bank products. The recommended strategies involve strengthening Muslim community-based products, developing a cash management system and Islamic digital features, establishing a specialized team for penetrating the Muslim segment, enhancing the capacity of marketing human resources, and forming non-branch networks. The implementation of these strategies must be accompanied by ISO 31000-based risk management to mitigate technical, operational, and reputational risks to ensure sustainable CASA growth. Keywords: CASA, marketing strategy, Islamic banking, risk management, ISO 31000

Actions (login required)

View Item