ANALISIS STRATEGI PT BANK BRI TBK DALAM MENGHADAPI FINANCIAL TECHNOLOGI

Abstract

The purpose of this study is for the strategy and constraints of PT Bank BRI Tbk in
the face of financial technology. This research is a qualitative study with a case
study approach. The research was conducted at PT. Bank Rakyat Indonesia
(Persero) Tbk. The informants used in this study were 5 people who had met several
criteria. The data used are primary data in the form of observations about the facts
and activities at the Pekanbaru BRI Office and the opinions of several research
subjects. Data collection techniques were carried out through interviews,
observation, documentation and triangulation. Data analysis uses an interactive
model consisting of data collection, data presentation, conclusion drawing. The
results of the SWOT analysis, which is an analysis of internal-external matrices for
PT Bank BRI Tbk in the face of fintech in cell I, illustrate that PT Bank BRI Tbk is in
a high condition and must implement a growth and development strategy, because
the results of the external components produce a total score 3.10 and internal
component assessments produce a total score of 3.08. In other words, PT Bank BRI
Tbk in the face of fintech is already at a fairly stable stage. Constraints faced by PT
Bank BRI Tbk in dealing with fintech are in terms of adaptation and outreach to a
change, because PT Bank BRI Tbk is a bank that is quite old with a very large
number of customers who are scattered in urban areas to remote villages. At
present BRI is creating value innovations that will positively influence the cost
structure and offer value for the Customer. Value innovation directs the company to
the value leap for the Customer and for the company itself, so that BRI is present in
its own market share, in accordance with the Blue Ocean strategy.