STRATEGI POSITIONING UNTUK MENINGKATKAN REPUTASI BANK (Studi Multikasus pada BPR Artha Samudera Tulungagung dan BPRS Artha Pamenang Kediri)

MIFTAKHUL HUDA, 1880508220024 and AGUS EKO SUJIANTO, 197108072005011003 and MASHUDI, 196901312001121003 (2025) STRATEGI POSITIONING UNTUK MENINGKATKAN REPUTASI BANK (Studi Multikasus pada BPR Artha Samudera Tulungagung dan BPRS Artha Pamenang Kediri). [ Thesis ]

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Abstract

ABSTRAK Tesis dengan judul “Strategi Positioning untuk Meningkatkan Reputasi Bank (Studi Multikasus pada BPR Artha Samudera Tulungagung dan BPRS Artha Pamenang Kediri)” ditulis oleh Miftakhul Huda, NIM. 1880508220024, dengan pembimbing/ promotor Prof. Dr. H. Agus Eko Sujianto, SE.,M.M. dan Dr. H. Mashudi, M.Pd.I. Kata Kunci: Strategi Positioning, Reputasi Bank, Persepsi Nasabah, BPR, BPRS Penelitian ini dilatarbelakangi oleh meningkatnya persaingan industri perbankan yang menuntut Bank Perkreditan Rakyat (BPR) dan Bank Pembiayaan Rakyat Syariah (BPRS) untuk menerapkan strategi positioning yang tepat dalam membentuk persepsi nasabah dan meningkatkan reputasi bank. Reputasi bank dipahami sebagai konstruksi persepsi nasabah yang terbentuk dari pengalaman layanan, tingkat kepercayaan, serta kepuasan yang dirasakan. Tujuan penelitian ini adalah untuk menganalisis penerapan strategi positioning yang meliputi user positioning, benefit positioning, attribute positioning, dan competitor positioning pada BPR Artha Samudera Tulungagung dan BPRS Artha Pamenang Kediri, serta mengkaji kontribusinya dalam meningkatkan reputasi bank. Pendekatan penelitian yang digunakan adalah kualitatif dengan desain studi multikasus. Pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi. Analisis data dilakukan melalui tahapan kondensasi data, penyajian data, serta penarikan kesimpulan dengan membandingkan temuan pada masing-masing kasus. Hasil penelitian menunjukkan bahwa BPR Artha Samudera Tulungagung cenderung menekankan user positioning dan benefit positioning melalui kedekatan personal, fleksibilitas layanan, serta kemudahan akses bagi nasabah usaha mikro, sedangkan BPRS Artha Pamenang Kediri lebih menonjolkan attribute positioning dan competitor positioning dengan menekankan nilai-nilai syariah, integritas moral, serta citra etis lembaga. Strategi positioning pada kedua bank berkontribusi langsung terhadap pembentukan reputasi melalui persepsi nasabah terhadap kualitas layanan, tingkat kepercayaan, kepuasan, serta kecenderungan nasabah untuk merekomendasikan bank kepada pihak lain (word of mouth). Efektivitas strategi positioning dipengaruhi oleh konsistensi layanan, kualitas sumber daya manusia, transparansi informasi, serta inovasi layanan digital. Penelitian ini menegaskan bahwa keselarasan antara strategi positioning dan pengalaman layanan nasabah berperan penting dalam meningkatkan reputasi bank secara berkelanjutan. ABSTRACT Thesis entitled “Positioning Strategy to Enhance Bank Reputation (A Multicase Study at BPR Artha Samudera Tulungagung and BPRS Artha Pamenang Kediri)” was written by Miftakhul Huda, Student ID 1880508220024, under the supervision of Prof. Dr. H. Agus Eko Sujianto, S.E., M.M. and Dr. H. Mashudi, M.Pd.I. Keywords: Positioning Strategy, Bank Reputation, Customer Perception, BPR, BPRS This research is motivated by the increasing competition in the banking industry, which requires Rural Banks (BPR) and Islamic Rural Banks (BPRS) to implement appropriate positioning strategies in shaping customer perceptions and enhancing bank reputation. Bank reputation is understood as a construct of customer perception formed through service experiences, levels of trust, and perceived customer satisfaction. The purpose of this study is to analyze the implementation of positioning strategies namely user positioning, benefit positioning, attribute positioning, and competitor positioning at BPR Artha Samudera Tulungagung and BPRS Artha Pamenang Kediri, as well as to examine their contributions to improving bank reputation. This study employs a qualitative approachњ with a multicase study design. Data were collected through in-depth interviews, observation, and documentation. Data analysis was conducted through stages of data condensation, data display, and conclusion drawing by comparing findings across each case. The results indicate that BPR Artha Samudera Tulungagung tends to emphasize user positioning and benefit positioning through personal closeness, service flexibility, and ease of access for micro-business customers. In contrast, BPRS Artha Pamenang Kediri places greater emphasis on attribute positioning and competitor positioning by highlighting Islamic values, moral integrity, and an ethical institutional image. The positioning strategies implemented by both banks directly contribute to reputation building through customer perceptions of service quality, trust, satisfaction, and customers’ willingness to recommend the bank to others (word of mouth). The effectiveness of positioning strategies is influenced by service consistency, human resource quality, information transparency, and digital service innovation. This study confirms that alignment between positioning strategies and customer service experiences plays a crucial role in enhancing bank reputation on a sustainable basis.

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