Title: ANALYSIS OF THE INFLUENCE OF INDUSTRIAL PROFITABILITY, WEIGHTED FINANCIAL LEVERAGE RATIO AND WEIGHTED CAPITAL INTENSITY AND MARKET SHARE ON "ROA" AND "ROE" OF GO-PUBLIC MANUFACTURING COMPANIES IN INDONESIA

Author: Endang Sudarsih

Item Type : Thesis (Thesis)

Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

 

Abstract

 

The emergence of Bank Syariah Mandiri and Bank BNI Syariah is a signal that Bank Muamalat is starting to enter an era of banking competition with a profit sharing system. The existence of these competing banks, if not anticipated, could disrupt the survival of Bank Muamalat. On the other hand, until now, the existence of sharia banks is still hampered by the public's lack of understanding of sharia banks or Islamic banks. For this reason, this research is aimed at finding out the effectiveness of Bank Muamalat's strategy so far, Bank Muamalat's marketing strategy which is based on analysis of the bank's internal and external environment and marketing communication strategies that are in accordance with sharia bank products and services. This research uses a qualitative approach with a case study strategy, especially explanatory case studies. Based on a study of previous theories and research, eight propositions were formed that will develop Bank Muamalat's strategy in facing competition in the banking sector with a profit sharing system. The research results show that Bank Muamalat's expansion strategy was considered successful in the 1998-2000 period, but this strategy was still not effective considering its share was still below 0.05% of the banking industry. Bank Muamalat in developing its strategy is based more on analysis of its internal environment and less involving analysis of the external environment. This strategy is in accordance with its strengths and weaknesses, but does not reflect the opportunities and threats facing the bank. Bank Muamalat's market segmentation is Muslims who avoid usury, while the target market is not customers who are motivated by the quality of bank services but customers who wish to carry out sharia obligations (avoid usury). Bank Muamalat's position compared to similar competing banks is as a leader when viewed from the profit sharing ratio, number of bank offices and the image that has been embedded in the minds of customers about sharia banks in Indonesia. Bank Muamalat uses a focus strategy in its position as leader, but does not use a low cost strategy. A review of the bank's communication strategy shows that Bank Muamalat places greater emphasis on public relations and personal selling in seeking customers. This is in accordance with the principle adopted by the bank that the most appropriate promotion of bank products and services is through public education.

Keywords: CASE STUDY, INTERVIEW, MARKETING STRATEGY, COMPETITIVE ADVANTAGE, COMPETITOR, MARKETING COMMUNICATION

 

Sources: http://repository.unair.ac.id/34823/