Eva Yolanda Simatupang1, Mirwan Surya Perdhana2
1,2Universitas Diponegoro, Semarang,
Indonesia
Email: feb@live.undip.ac.id
Abstract: BRI must leverage its internal strengths and capitalize on external
opportunities to sustain and enhance its market position. Strategic tools such
as SOAR (Strengths, Opportunities, Aspirations, Results) play a vital role in
formulating marketing strategies that prioritize these strengths and
opportunities while aligning with long-term aspirations to strengthen the
company’s capabilities. This research investigates the marketing strategies
employed by BRImo to drive its business development, utilizing a qualitative
case study approach. Data were gathered through interviews with the Head of
Retail Payment and Merchant Regional Office Medan. The findings reveal six
strategic themes critical to BRImo's success: (1) Multisegment Approach and
Educational Campaigns, emphasizing targeted outreach and customer education;
(2) Rapid Response and Data-Based Analysis, enabling agile decision-making; (3)
Adaptation to Competition and Digital Literacy, fostering resilience in a dynamic
market; (4) Continuous Innovation for Customer Empowerment, enhancing service
delivery; (5) Data-Based Evaluation and Customer Experience, ensuring
insights-driven improvements; and (6) Feature Development and Strategic
Partnerships, promoting growth and collaboration. These results contribute to
the literature on strategic marketing in digital banking by offering actionable
insights into how a financial institution can align its strategies with
evolving customer needs and competitive pressures. Practically, the study
underscores the importance of integrating data-driven approaches, innovation,
and strategic partnerships in enhancing customer engagement and maintaining a
competitive edge in the financial technology sector.
Keywords: SOAR Strategic, BRImo, Marketing.
INTRODUCTION
The Industrial Revolution 4.0 marks a
transformative chapter in global industrial development. First introduced at
the 2011 Hannover Fair in Germany, this era highlights the integration of
"cyber-physical systems" that blend digital technology and
automation, driving significant change across sectors. Central to the
Industrial Revolution 4.0 is automation powered by advancements in information
technology, aiming to reduce reliance on human labor
In this context, the digital
transformation of the banking sector offers two notable benefits. First, it
enhances public accessibility to banking services. Second, it intensifies
competition within the industry, motivating banks to innovate and improve service
quality. This digitalization not only boosts productivity but also expands
public access to banking services, thereby fostering broader economic growth
BRImo, a mobile banking application
from Bank BRI, exemplifies this transformation. It enables users to conduct
various transactions seamlessly without visiting branch offices, offering
unparalleled convenience and accessibility
This research aims to address these
challenges by analyzing BRI's marketing strategy in the development of BRImo.
Using the SOAR analysis framework, the study identifies the strengths,
opportunities, aspirations, and measurable results that can guide BRI in
overcoming barriers to technology adoption and sustaining its competitive
advantage in digital banking. By emphasizing aspirations and results, SOAR
analysis fosters a proactive, innovation-driven approach to strategic planning
Furthermore, the study underscores the
role of strategic marketing in the digital era, where segmentation, targeting,
and positioning are critical for effectively reaching and retaining customers.
Segmentation helps identify opportunities within diverse markets, targeting
allocates resources efficiently, and positioning creates a strong consumer
perception of BRImo's unique value proposition. These elements, combined with
insights from SOAR analysis, provide a foundation for addressing current
obstacles and driving BRImo's long-term success
MATERIALS AND METHODS
This research adopts a qualitative
approach with a focus on case studies. Qualitative research, in a broader and
more complex context, is defined as an approach that seeks to interpret natural
phenomena by analyzing the realities that occur in specific contexts. The data
collection technique in this research involves the interview method, with the
data analyzed using thematic analysis. Thematic analysis is conducted through
several steps: familiarization with the data, generating initial codes,
searching for themes, reviewing themes, defining and naming themes, and
producing the final report. The selection of informants is based on their
relevance and expertise in the research context, ensuring they can provide
rich, detailed, and diverse insights into the phenomena being studied. This
purposive sampling technique ensures the validity and depth of the qualitative
findings.
RESULTS AND DISCUSSION
This section presents the research results.
Research results can be supplemented with tables, graphs (images), and/or
charts [Times New Roman, 11, normal]. This research resulted in 6 main themes,
namely, Multisegment Approach and Educational Campaigns, Rapid Response and
Data-Driven Analytics, Continuous Innovation to Empower Customers, Data-Driven
Evaluation and Customer Experience, and Feature Development and Strategic
Partnerships.
In addition, this research also
produced the results of the SOAR analysis shown in the following table:
Table 1. Results of the SOAR Analysis
|
|
Strength |
Opportunities |
|
Aspiration |
Collaboration with fintech and digital
education to expand access to financial services, especially in remote areas. |
Collaboration with fintech and digital education to expand access to
financial services, especially in remote areas. |
|
Result |
Using customer trust and transaction growth
to increase the number of active users |
Leverage ecosystem expansion and fintech
integration to increase digital transactions. |
BRImo
Marketing Strategy to Increase Market Penetration. BRImo has become one of PT
Bank Rakyat Indonesia's (BRI) flagship products in facing competition in the
digital banking sector. The marketing strategy implemented includes various
holistic approaches, such as partnerships with merchants using QRIS, improved
application features, and targeted digital campaigns. For example, integration
with the fintech ecosystem and micro, small and medium enterprises (MSMEs) is
an important step in attracting new users and strengthening BRImo's position in
the Indonesian digital banking market
Challenges in
Digital Service Development. Although BRImo has achieved impressive growth,
there are a number of challenges, including uneven digital literacy, intense
competition with other banking applications, and data security issues. The lack
of digital literacy in some segments of the society hinders the adoption of
this service, especially in areas with low internet penetration
Innovation and
Technology in Supporting Services...The application of modern technology is the
key to the success of BRImo. BRI continues to improve the integration of its
digital services with various fintech and e-commerce. The development of this
digital ecosystem allows customers to enjoy a more connected and user-friendly
experience. Innovations such as the introduction of QRIS-based payment
features, cardless transactions, and integration with digital wallets are
concrete examples of BRI's efforts to meet market needs
The success of
BRImo's strategy was evaluated through key performance indicators (KPIs) such
as the number of active users, transaction volume, and customer satisfaction
levels
CONCLUSION
The importance of implementing an
effective marketing strategy to increase the number of users of the BRImo
application at Bank Rakyat Indonesia (BRI) Putri Hijau Medan Branch Office is
crucial in today's digital era. Through in-depth analysis, it was found that
factors such as practicality, efficiency, superior features, and security are
the main determinants of public interest in using BRImo. The marketing strategy
implemented by BRI Medan Putri Hijau includes cross-selling by customer service
and promotion through social media by all employees, with results demonstrating
that promotion through social media is significantly more effective in
increasing the number of users. This research aligns with previous findings
highlighting the critical role of digital marketing strategies in the banking
industry, such as Anam (2020), who suggests using the SOAR (Strengths,
Opportunities, Aspirations, Results) analysis as a positive thinking framework
to tackle challenges and opportunities in the banking sector during the
Industrial Revolution 4.0 era, and Setyaningsih (2021), who emphasizes that an
effective marketing mix strategy can enhance customer acquisition in the
financial services industry. To further improve digital literacy in remote
areas and enhance the adoption of the BRImo application, BRI Medan Putri Hijau
is advised to optimize marketing strategies through social media while also
implementing practical approaches such as organizing digital literacy workshops
in underserved areas, developing localized promotional materials, deploying
mobile banking teams to provide hands-on assistance, encouraging user referrals
through incentives, and applying the SOAR framework to assess strengths,
uncover opportunities, and align marketing efforts with customer aspirations
and desired outcomes, ensuring increased competitiveness and sustained growth
of BRImo users.
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© 2024 by the
authors. Submitted for possible open access publication under the terms and
conditions of the Creative Commons Attribution (CC BY SA) license
(https://creativecommons.org/licenses/by-sa/ 4.0/). |
