Implementasi strategi New Wave Marketing pada PT. Bank BRI Syariah Tbk KC Malang

INDONESIA:

Persaingan antar perbankan syariah yang ketat ditambah dengan kemajuan teknologi menyebabkan PT. Bank BRI Syariah Tbk KC Malang harus bersiap dengan strategi yang matang dan sesuai dengan perkembangan zaman. New Wave Marketing 4.0 merupakan strategi baru yang mengkombinasi marketing 3.0 dengan digital, terdapat tiga komponen dalam New Wave Marketing salah satunya adalah New Wave Value dimana PT. Bank BRI Syariah Tbk KC Malang tidak hanya melihat kenaikan index penjualan, juga melihat sejauh mana nasabah atau calon nasabah berminat agar meng-adovocate layanan BRISOnline. Tujuan penelitian ini untuk mengetahui bagaimana implementasi strategi pemasaran pada PT. Bank BRI Syariah Tbk KC Malang berdasarkan konsep New Wave Marketing, serta dukungan dan hambatan selama pelaksanaan konsep New Wave Marketing pada PT Bank BRI Syariah Tbk KC Malang.

Penelitian ini merupakan penelitian kualitatif dengan metode deskriptif. Pengumpulan data menggunakan wawancara, observasi dan dokumentasi.

Pada penelitian ini disimpulkan: Strategi New Wave Marketing sudah diterapkan dengan baik, diantaranya brand is character, service is care, dan Process is collaboration. Meskipun ada yang belum terlaksanakan pada brand is character dimana rekap data melalui new brand matrik masih belum dilakukan. Selanjutnya dukungan internal dari Kantor Pusat seperti pemberian informasi layanan BRISOnline dan memberi respon cepat dalam masalah dan dukungan ekternal yaitu respon baik dari pengguna maupun bukan pengguna layanan BRISOnline, kemudian hambatan baik dari internal yaitu sistem yang tradisional maupun eksternal yaitu masih ada yang menolak menggunakan layanan BRISOnline dengan berbagai alasan.

ENGLISH:

Competition among sharia banks that is tightly coupled with technological advances has caused PT. Bank BRI Syariah Tbk KC Malang must be prepared with a mature strategy and in accordance with the times. New Wave Marketing 4.0 is a new strategy that combines marketing 3.0 with digital, there are three components in the New Wave Marketing, one of which is the New Wave Value where PT. Bank BRI Syariah Tbk KC Malang does not only see an increase in the sales index, it also sees the extent to which customers or prospective customers are interested in advocating BRIS Online services. The purpose of this study is to find out how the implementation of marketing strategies at PT. Bank BRI Syariah Tbk KC Malang based on the concept of New Wave Marketing, as well as support and obstacles during the implementation of the concept of New Wave Marketing at PT Bank BRI Syariah Tbk KC Malang.

This research is a qualitative research with descriptive method. Data collection uses interviews, observation and documentation.

In this study concluded: The New Wave Marketing Strategy has been well implemented, including brand is character, service is caring, and process is collaboration. Even though there are some who have not been implemented on the brand is a character where the recapitulation of data through the new brand matrix is still not done. Furthermore, internal support from the Head Office, such as providing information on BRIS Online services and providing rapid response to problems and external support, is a response from both users and non-users of the BRIS Online service, then internal and external barriers which still refuse to use BRIS Online services for various reasons.