ANALISIS STRATEGI BISNIS KARTU KREDIT BANK X MENGGUNAKAN METODE QSPM (QUALITATIVE STRATEGIC PLANNING MATRIX) DIDUKUNG OLEH ANALISIS KEPUASAN KONSUMEN KARTU KREDIT MENGGUNAKAN METODE SERVQUAL Erwin Hendra Widjaja NIM : 29105127 Tanggal Lulus Ujian Akhir (16 Juni 2007) Tanggal Wisuda ( 21 Juli 2007) Program Pasca Sarjana, Institut Teknologi Bandung, 2007 Pembimbing: Dr.Ir.Dermawan Wibisono,M.Eng
ABSTRAK Industri Kartu Kredit di Indonesia mengalami pertumbuhan yang baik, hal ini didukung oleh jumlah bank yang menerbitkan kartu kredit dan potensi ekonomi Indonesia yang semakin membaik. Tumbuhnya industri kartu kredit dibarengi juga dengan jumlah toko eceran yang menerima kartu kredit semakin banyak sehingga memberi keleluasaan bagi pemegang kartu kredit untuk menggunakan kartu kredit sebagai alternatif alat pembayaran selain uang tunai. Berdasarkan data Bank Indonesia, jumlah pemegang kartu kredit telah mencapai 8.2 juta dengan total volume transaksi mencapai 60 trilliun pertahun. Pertumbuhan kartu kredit yang semakin membaik mendorong Bank Indonesia untuk mengatur industri kartu kredit sebagai alat pembayaran dalam rangka perlindungan terhadap konsumen. Adanya peraturan menaikkan pembayaran minimum mengakibatkan terjadinya penurunan jumlah anggota pemegang kartu kredit. Permasalahan ini ditelaah menggunakan metode QSPM ( Quantitative Strategic Planning Matrix) untuk mendalami strategi bisinis yang harus diterapkan dan melihat juga analisis kepuasaan pelanggan untuk mengetahui kondisi saat ini dan harapan di masa yang akan datang. Tugas akhir ini memfokuskan pada strategi bisnis yang harus diterapkan Bank X. Langkah yang dilakukan adalah melihat kondisi internal dan eksternal perusahaan menggunakan metode STEEP,Value Chain kemudian menganalisis metode IFE Matrix, EFE Matrix dan melihat kondisi pesaing dengan metode Competitive Profile Matrix. Dilanjutkan dengan penggabungan menggunakan metode Grand Strategy,SWOT Matrix dan IE Matrix.Hasil dari penggabungan akan dikelompokkan berdasarkan alternatif prioritas strategi sehingga dihasilkan strategi yang paling cocok untuk mengatasi permasalahan yang timbul. Implementasi Market Penetration Strategy yang didukung oleh hasil analisis kepuasan pelanggan harus melibatkan banyak pihak mulai dari unit marketing, unit finance, unit HRD , unit DBMS termasuk memberikan reward bagi unit yang berhasil melaksanakan dari strategi diatas. Kata Kunci : STEEP,Value Chain,Grand Strategy,IFE Matrix,EFE Matrix,IE Matrix,SWOT Matrix, Market Penetration Strategy
i
AN ANALYSIS OF BANK X’S CREDIT CARD BUSINESS STRATEGY USING QSPM ( QUALITATIVE STRATEGIC PLANNING MATRIX) METHOD SUPPORTED BY AN ANALYSIS OF CREDIT CARD CONSUMER’S SATISFACTION USING SERVQUAL METHOD Erwin Hendra Widjaja NIM: 29105127 Date of Final Examination( 16 June 2007) Date of Graduation (21July 2007) Graduate Program, Institut Teknologi Bandung, 2007 Thesis Advisor: Dr.Ir.Dermawan Wibisono,M.Eng ABSTRACT Credit Card Industry in Indonesia underwent a good growth, this is supported by the number of banks issuing credit card and the increasingly improved potency of Indonesian economy. The growing credit card industries are also accompanied by the number of retail stores receiving credit cards are increasingly growing such that it gives a privacy for credit card holders to use the credit card as an alternative for payment beside cash money. Based on the data of Bank Indonesia, the number of credit cardholders has exceed 8.2 million with the total transactional volume reached at 60 trillion per year. The growth of credit card that is increasingly improved encourages Bank Indonesia to review the credit card industry as payment instrument in a frame of protection to the consumers. The presence of regulations rising up a minimum payment results in the occurrence of the decreasing number of credit card holders. This problem has been studied using QSPM Method ( Quantitative Strategic Planning Matrix) to deeply understand a business strategy that must be applied by Bank X. The measures carried out are to analyze the company’s internal and external conditions using STEEP , Value Chain Method and then to analyze using IFE Matrix, EFE Matrix Methods and to analyze competitor’s conditions by Competitive Profile Matrix. Continued by a combination using Grand Strategy, SWOT Matrix and IE Matrix. The result of the combination will be classified on the basis of strategic priority alternative such that it is obtained a most appropriate strategy to overcome the problems emerged. The implementation of Market Penetration Strategy supported by the result of customer’s satisfaction analysis must involve many departments Marketing, Finance,HRD,DBMS including to give reward for the departments successfully implementing that of the business strategies above. Key Words: STEEP ,Value Chain,Grand Strategy, IFE Matrix, EFE Matrix,IE Matrix, SWOT Matrix,Market Penetration Strategy
ii
ANALISIS STRATEGI BISNIS KARTU KREDIT BANK X MENGGUNAKAN METODE QSPM ( QUALITATIVE STRATEGIC PLANNING MATRIX) DIDUKUNG OLEH ANALISIS KEPUASAN KONSUMEN KARTU KREDIT MENGGUNAKAN METODE SERVQUAL
PROYEK AKHIR
Oleh Erwin Hendra Widjaja NIM: 29105127
Program Magister Administrasi Bisnis Sekolah Bisnis dan Manajemen INSTITUT TEKNOLOGI BANDUNG
Menyetujui, Pembimbing Akademik
Dr. Ir.Dermawan Wibisono,M.Eng iii
KATA PENGANTAR Puji dan syukur kami panjatkan kepada Tuhan Yang Maha Esa atas segala rahmat dan
karunianya sehingga kami dapat menyelesaikan laporan Penelitian Projek Akhir dengan judul “ Analisis Strategi Bisnis Kartu Kredit Bank X Menggunakan Metoda QSPM (Qualitative Strategic Planning Matrix) didukung
oleh Analisis Kepuasan
Konsumen Kartu Kredit Menggunakan Metoda Servqual ini tepat pada waktunya dengan bantuan banyak pihak. Meskipun cukup singkat (3 bulan), Penelitian Proyek Akhir yang kami lakukan ini memberi kami pengalaman dan pemahaman yang sangat berarti serta memaksa kami melakukan analisi dan mengambil keputusan dengan segala kemampuan kami yang terbatas.
Penyelesaian Projek Akhir ini tidak terlepas dari bantuan berbagai pihak, pada kesempatan ini, kami ingin menyampaikan rasa terima kasih kami kepada:
1. Pembimbing kami, Dr. Ir. Dermawan Wibisono, M.Eng, yang telah dengan sabar dan telaten mengarahkan kami, tanpa kehilangan kreatifitas kami sendiri serta membuka wawasan kami lebih luas lagi. 2. Pimpinan MBA ITB dan para pengajar MBA ITB yang telah memberi bekal pengetahuan
yang berarti selama dalam
pembelajaran dan
penelitian
berlangsung. 3. Karyawan BANK X yang memberi kesempatan pada kami untuk memberikan arahan permasalahan di perusahaannya. 4. Karyawan MBA ITB, rekan-rekan Angkatan Executive MBA 32 dan semua pihak yang telah banyak membantu kelancaran penelitian ini. 5. Terakhir, kami mengucapkan terima kasih kepada keluarga kami atas dukungan moral yang sangat berharga
yang membuat kami tetap semangat
dalam
menyelesaikan studi kami
iv
Akhirnya penulis berharap mudah-mudahan penelitian ini dapat memberikan manfaat bagi semua pihak dan mohon maaf atas segala kekurangan di dalam tulisan ini.
Bandung, Juni 2007 Penulis
v
DAFTAR ISI Halaman ABSTRAK...........................................................................................................
i
ABSTRACT ........................................................................................................
ii
PENGESAHAN.................................................................................................
iii
KATA PENGANTAR .......................................................................................
iv
DAFTAR ISI ....................................................................................................
vi
DAFTAR GAMBAR ..................................................................................
ix
DAFTAR TABEL .............................................................................................
x
BAB I PENDAHULUAN ..............................................................................
1
1.1 Asal Usul Permasalahan ..............................................................
1
1.2 Sejarah Perusahaan .......................................................................
5
1.2.1 Jaringan International..........................................................
6
1.2.2 Prinsip Dasar Perusahaan...................................................
6
1.2.3 Corporate Social Responsibility(CSR)....................................
8
1.2.4 Penghargaan .........................................................................
10
1.2.5 Strategi Jangka Panjang.......................................................
10
1.2.6 Visi Perusahaan ...................................................................
11
1.2.7 Nilai Nilai Dasar Perusahaan.............................................
11
1.2.8 Customer Group ..................................................................
11
1.2.9 Resiko Manajemen ..........................................................
11
1.3 Sejarah Visa....................................................................................
12
1.3.1 Visi Visa ...............................................................................
12
1.3.2 Jaringan International ........................................................
13
1.3.3 Produk Visa ........................................................................
14
1.3.4 Personal Consumer Expenditure ...........................................
14
vi
1.3.5 Teknologi .............................................................................
14
1.3.6 Perbandingan Visa Antar Negara ...................................
15
1.4 Bidang Usaha.................................................................................
17
1.5 Unit Analisis ..................................................................................
19
1.6.Isu Bisnis.........................................................................................
20
1.6.1 Batasan dan Asumsi ..........................................................
22
BAB II EKSPLORASI ISU BISNIS.................................................................
23
2.1. Kerangka Konseptual .................................................................
23
2.2. Analisis Situasi Bisnis.................................................................
25
2.3. Analisis Akar Masalah ...............................................................
28
BAB III SOLUSI BISNIS...................................................................................
30
3.1 Alternatif Solusi Bisnis .............................................................
31
3.2 Analisis Solusi Bisnis ................................................................
31
3.2.1 Analisis Eksternal.............................................................
31
3.2.1.1 Analisis STEEP ....................................................
31
3.2.1.2 Analisis Industri...................................................
34
3.2.1.2.1 Persaingan Antar Kartu Kredit ...........
36
3.2.1.2.2 Kekuatan Pemasok ...............................
38
3.2.1.2.3 Kekuatan Pembeli .................................
39
3.2.1.2.4 Ancaman Produk Pengganti ...............
39
3.2.1.2.5 Ancaman Pendatang Baru ...................
40
3.2.1.2.6 Rintangan Masuk ..................................
40
3.2.2 Analisis Internal ...............................................................
41
3.2.2.1 Analisis Value Chain ..............................................
41
3.2.3. Tahap Masukan ( Input Stage) ......................................
45
3.2.3.1 Analisis EFE Matrix............................................
47
3.2.3.2 Analisis IFE Matrix ...........................................
48
vii
3.2.3.3 Analisis CP(Competitive Profile) Matrix .........
49
3.2.4 Tahap Penyesuaian (Matching Stage)...........................
52
3.2.4.1 Analisis SWOT .................................................
52
3.2.4.2 Analisis IE Matrix .............................................
56
3.2.4.3 Analisis Grand Strategy Matrix ........................
57
3.2.5 Tahap Keputusan ( Decision Stage) ................................
61
3.2.5.1 Analisis Formulasi Pengelompokkan ...........
61
3.2.5.2 Analisis QSPM Matrix ......................................
64
3.2.6 Analisis Servqual ............................................................
67
3.2.6.1 Skala Pengukuran ............................................
70
3.2.6.2 Penyusunan Kuesioner ....................................
70
3.2.6.3 Sampling ...........................................................
73
3.2.6.3.1 Unit Pengambilan Sample ................
73
3.2.6.3.2 Ukuran Sample...................................
73
3.2.7 Metode Survey ..............................................................
75
3.2.8 Uji Pendahuluan..............................................................
76
3.2.9 Rancangan Pengolahan data .........................................
76
3.2.9.1 Uji Validitas .......................................................
76
3.2.9.2 Uji Reliabilitas....................................................
77
3.2.9.3 Perhitungan Kesenjangan Variabel ................
79
82
3.2.9.2 Pengukuran Indeks Kepuasan Konsumen....
BAB IV REKOMENDASI DAN RENCANA IMPLEMENTASI................
79
4.1 Kesimpulan .................................................................................
79
4.2 Rekomendasi ..............................................................................
81
4.3 Rencana Implementasi ..............................................................
82
DAFTAR PUSTAKA.........................................................................................
85 viii
LAMPIRAN A Entrepreneurial Orientation Survey .................................
87
LAMPIRAN B Entrepreneurial Leadership Questionnaire.....................
99
LAMPIRAN C Uji Validitas dan Reliabilitas ..............................................
108
DAFTAR GAMBAR Gambar 1.1 Struktur Organisasi PT Brantas Abipraya............................
7
Gambar 1.2 Hasil Penjualan PT Brantas Abipraya (tahun 2001‐2005) ...
12
Gambar 2.1 Skema Peta Pemikiran Konseptual ........................................
18 ix
Gambar 3.1 Skema Tahapan Solusi Bisnis .................................................
28
Gambar 3.2 Karakteristik Kepimimpinan menurut Thornberry (2006) .
33
Gambar 3.3 Karakteristik Budaya PT Brantas Abipraya ..........................
41
Gambar 3.4 Kinerja Perusahaan dibanding Kompetitor ..........................
60
Gambar 3.5 Pemberdayaan Sumber Daya Manusia .................................
61
Gambar 3.6 Inovasi dalam Perusahaan.......................................................
62
Gambar 3.7 Kebijakan Perusahaan dalam Hal Penggajian ......................
62
Gambar 3.8 Bonus Bagi Intrapreneur ..........................................................
63
Gambar 3.9 Karakteristik Kepemimpinan PT Brantas Abipraya ............
67
Gambar 4.1 Langkah Implementasi Perbaikan Budaya Perusahaan di PT Brantas Abipraya.................................................................
80
DAFTAR TABEL Tabel 2.1
Matriks SWOT dari PT Brantas Abipraya ................................
24
Tabel 3.1
Klasifikasi Nilai Koefisien Keandalan ......................................
38
Tabel 3.2 Nilai Cronbach Alpha dan koefisien korelasi (r) x
hasil perhitungan ........................................................................
39
Tabel 3.3
Rentang Persepsi EOS .................................................................
40
Tabel 3.4
Hasil Perhitungan EOS ...............................................................
40
Tabel 3.5
Hasil Perhitungan Dimensi Umum...........................................
42
Tabel 3.6
Hasil Perhitungan Dimensi Rencana Strategi..........................
44
Tabel 3.7
Hasil Perhitungan Dimensi Cross Functionality .......................
45
Tabel 3.8
Hasil Perhitungan Dimensi Dukungan terhadap Ide Baru ...
47
Tabel 3.9
Hasil Perhitungan Dimensi Intelijen Pasar ..............................
49
Tabel 3.10 Hasil Perhitungan Dimensi Pengambilan Risiko....................
51
Tabel 3.11 Hasil Perhitungan Dimensi Kecepatan.....................................
53
Tabel 3.12 Hasil Perhitungan Dimensi Fleksibilitas ..................................
54
Tabel 3.13 Hasil Perhitungan Dimensi Fokus.............................................
56
Tabel 3.14 Hasil Perhitungan Dimensi Orientasi Masa Depan................
57
Tabel 3.15 Hasil Perhitungan Dimensi Orientasi Individu ......................
58
Tabel 3.16 Hasil Perhitungan Dimensi Tentang Saya ...............................
64
Tabel 3.17 Klasifikasi Tipe Intrapreneur Berdasarkan ELQ .....................
66
Tabel 3.18 Hasil Perhitungan ELQ PT Brantas Abipraya .........................
66
Tabel 3.19 Persentase Pemenuhan Tipe Entrepreneurial Leader ...............
68
Tabel 3.20 Kesenjangan pada Tipe GEL .....................................................
69
Tabel 3.21 Kesenjangan pada Tipe Explorers..............................................
70
Tabel 3.22 Kesenjangan pada Tipe Miners................................................. 72 Tabel 3.23 Kesenjangan pada Tipe Accelerators........................................ 73 Tabel 3.24 Kesenjangan pada Tipe Integrator..............................................
75
xi
DAFTAR ISI Halaman ABSTRAK...........................................................................................................
i
ABSTRACT ........................................................................................................
ii
PENGESAHAN.................................................................................................
iii
KATA PENGANTAR .......................................................................................
iv
DAFTAR ISI ....................................................................................................
vi
DAFTAR LAMPIRAN ...................................................................................
xi
DAFTAR GAMBAR ..................................................................................
xii
DAFTAR TABEL .............................................................................................
xiv
BAB I PENDAHULUAN ..............................................................................
1
1.1 Asal Usul Permasalahan ..............................................................
1
1.2 Sejarah Perusahaan .......................................................................
5
1.2.1 Jaringan International..........................................................
6
1.2.2 Prinsip Dasar Perusahaan...................................................
6
1.2.3 Corporate Social Responsibility(CSR)....................................
8
1.2.4 Penghargaan .........................................................................
10
1.2.5 Strategi Jangka Panjang.......................................................
10
1.2.6 Visi Perusahaan ...................................................................
11
1.2.7 Nilai Nilai Dasar Perusahaan.............................................
11
1.2.8 Customer Group ..................................................................
11
1.2.9 Resiko Manajemen ..........................................................
11
1.3 Sejarah Visa ....................................................................................
12
1.3.1 Visi Visa ...............................................................................
12
1.3.2 Jaringan International ........................................................
13
1.3.3 Produk Visa ........................................................................
14
1.3.4 Personal Consumer Expenditure ...........................................
14
1.3.5 Teknologi .............................................................................
14
1.3.6 Perbandingan Visa Antar Negara ...................................
15 xiii
1.4 Bidang Usaha.................................................................................
17
1.5 Unit Analisis ..................................................................................
19
1.6.Isu Bisnis.........................................................................................
20
1.6.1 Batasan dan Asumsi ..........................................................
22
BAB II EKSPLORASI ISU BISNIS.................................................................
23
2.1. Kerangka Konseptual .................................................................
23
2.2. Analisis Situasi Bisnis.................................................................
25
2.3. Analisis Akar Masalah ...............................................................
28
BAB III SOLUSI BISNIS...................................................................................
30
3.1 Alternatif Solusi Bisnis .............................................................
31
3.2 Analisis Solusi Bisnis ................................................................
31
3.2.1 Analisis Eksternal.............................................................
31
3.2.1.1 Analisis STEEP ....................................................
31
3.2.1.2 Analisis Industri ...................................................
34
3.2.1.2.1 Persaingan Antar Kartu Kredit ...........
36
3.2.1.2.2 Kekuatan Pemasok ...............................
38
3.2.1.2.3 Kekuatan Pembeli .................................
39
3.2.1.2.4 Ancaman Produk Pengganti ...............
39
3.2.1.2.5 Ancaman Pendatang Baru ...................
40
3.2.1.2.6 Rintangan Masuk ..................................
40
3.2.2 Analisis Internal ...............................................................
41
3.2.2.1 Analisis Value Chain ..............................................
41
3.2.3. Tahap Masukan ( Input Stage) ......................................
45
3.2.3.1 Analisis EFE Matrix............................................
47
3.2.3.2 Analisis IFE Matrix ...........................................
48
3.2.3.3 Analisis CP(Competitive Profile) Matrix .........
49
3.2.4 Tahap Penyesuaian (Matching Stage)...........................
52
3.2.4.1 Analisis SWOT .................................................
52
3.2.4.2 Analisis IE Matrix .............................................
56 xiii
3.2.4.3 Analisis Grand Strategy Matrix ........................
57
3.2.5 Tahap Keputusan ( Decision Stage) ................................
61
3.2.5.1 Analisis Formulasi Pengelompokkan ...........
61
3.2.5.2 Analisis QSPM Matrix ......................................
64
3.2.6 Analisis Servqual .............................................................
67
3.2.6.1 Skala Pengukuran ............................................
70
3.2.6.2 Penyusunan Kuesioner ....................................
70
3.2.6.3 Sampling ...........................................................
73
3.2.6.3.1 Unit Pengambilan Sample ................
73
3.2.6.3.2 Ukuran Sample...................................
73
3.2.7 Metode Survey ..............................................................
75
3.2.8 Uji Pendahuluan..............................................................
76
3.2.9 Rancangan Pengolahan data .........................................
76
3.2.9.1 Uji Validitas.........................................................
76
3.2.9.2 Uji Reliabilitas .....................................................
77
3.2.9.3 Perhitungan Kesenjangan Variabel ................
79
3.2.9.4 Pengukuran Indeks Kepuasan Konsumen....
82
3.2.10 Matriks Kepuasan Ekspetasi .......................................
84
3.2.10.1
Nilai
Rata‐rata Variable Kepuasan
Pelanggan...................................................................86
3.2.10.2 Dimensi Tangible..............................................
90
3.2.10.3 Dimensi Reliability...........................................
91
3.2.10.4 Dimensi Responsiveness...................................
92
3.2.10.5 Dimensi Assurance...........................................
93
3.2.10.6 Dimensi Empathy .............................................
94
3.2.11 Analisis Kesenjangan....................................................
95
3.2.11.1 Tangible ............................................................. ......................................................................................95
3.2.11.2 Reliability...........................................................
97 xiii
3.2.11.3 Responsiveness...................................................
102
3.2.11.4 Assurance...........................................................
103
3.2.11.5 Empathy.............................................................
104
3.2.12 Analisis Pemetaan Diagram Kartesius.........................
105
BAB IV IMPLEMENTASI & PENGAWASAN ............................................
109
4.1 Rencana Kerja Jangka Pendek.................................................
110
4.1.1 Usage Rates (Existing Active Costumers) .......................
110
4.1.1.1 Advertising ..........................................................
110
4.1.1.2 Increase frequency................................................
110
4.1.2.3 Increase Volume ..................................................
110
4.1.1.4 Incentives .............................................................
112
4.1.2 Non Users .........................................................................
114
4.1.2.1 Early Bird.............................................................
114
4.1.2.2 Advertising (BTL) ...............................................
114
4.1.2.3 Price Discount ...................................................
114
4.1.3 Attract Competitor’s Customer .........................................
115
4.1.2.1 Brand Differentiation.............................................
115
4.1.2.2 Advertising (BTL) .................................................
115
4.1.2.3 Price Discount ......................................................
115
4.2 Specific Functional Tactics..........................................................
116
4.3 Compensation Reward Plan.......................................................
119
4.4 Pengawasan ...............................................................................
120
4.5 Kesimpulan dan Saran ..............................................................
120
DAFTAR PUSTAKA.........................................................................................
124
LAMPIRAN xiii
DAFTAR LAMPIRAN
LAMPIRAN A KUESIONER LAMPIRAN B DATA KUESIONER LAMPIRAN C DATA UMUM RESPONDEN LAMPIRAN D PENGOLAHAN DATA LAMPIRAN E HASIL PERSEPSI – EKSPEKTASI
xiii
LAMPIRAN F PENGOLAHAN SPSS 14 LAMPIRAN G UJI VALIDITAS & RELIABILITAS LAMPIRAN H GAP PERSEPSI - EKSPEKTASI
xiii
DAFTAR GAMBAR Gambar 1.1 Jumlah Anggota Bank X 2003‐2006 ......................................2 Gambar 1.2 Jumlah Pemilik Kartu Kredit Jan 2006‐Jan 2007 .................3 Gambar 1.3 Jumlah Kartu Kredit Jan 2006‐Jan 2007 ...............................3 Gambar 1.4 Jumlah EDC Jan 2006‐Jan 2007..............................................4 Gambar 1.5 Jumlah Toko Eceran Jan 2006‐Jan 2007 ................................4 Gambar 1.6 Jumlah Imprinter Jan 2006‐Jan 2007 .....................................5 Gambar 1.7 Jenis Kartu Kredit Visa.........................................................13 Gambar 1.8 Persentase berdasarkan wilayah.........................................16 Gambar 1.9 Persentase berdasarkan Cash and Purchase ........................16 Gambar 1.10 Total Penjualan berdasarkan wilayah................................17 Gambar 1.11 Gambar Flowchart .................................................................21 Gambar 2.1 Kerangka Konseptual ...........................................................24 Gambar 2.2 Metode Servqual ...................................................................27 Gambar 2.3 Bagan Analisis Akar Masalah .............................................28 Gambar 2.4 Conceptual Framework ............................................................29 Gambar 3.1 Proses Manajemen Strategis ................................................30 Gambar 3.2 AnalisisIndustri ....................................................................34 Gambar 3.3 Analisis Industri Kartu Kredit ............................................35 Gambar 3.4 The Value Chain ...................................................................41 Gambar 3.5 Tahap Masukan QSPM .......................................................45 Gambar 3.6 Tahap Penyesuaian (Matching) QSPM...............................52 Gambar 3.7 Tahap Keseluruhan QSPM .................................................61 Gambar 3.8 Framework Model Kualitas Jasa...........................................69 Gambar 3.9 Diagram Sampling ...............................................................73 Gambar 3.10 Matriks Kepuasan ‐ Ekpektasi .............................................85 Gambar 3.11 Daerah Pemetaan ..................................................................86 Gambar 3.12 Daerah Pemetaan Semua Atribut........................................88 xiii
Gambar 3.13 Daerah Pemetaan pada Dimensi Tangibles .......................90 Gambar 3.14 Daerah Pemetaan pada Dimensi Reliability .......................91 Gambar 3.15 Daerah Pemetaan pada Dimensi Responsiveness ..............92 Gambar 3.16 Daerah Pemetaan pada Dimensi Assurance .......................93 Gambar 3.16 Daerah Pemetaan pada Dimensi Empathy ........................94 Gambar 4.1 Market Penetration Implementation .......................................109 Gambar 4.2 Functional Tactics ....................................................................117 Gambar 4.3 Teori Maslow .........................................................................120
xiii
DAFTAR TABEL Tabel 1.1
Jaringan International Bank X ..................................................6
Tabel 1.2
Penghargaan Bank X ...............................................................10
Tabel 1.3
Jaringan Visa 2002‐2006 ..........................................................13
Tabel 1.4
Total Volume Visa 2006i .........................................................14
Tabel 1.5
Perbandingan Visa Antar Negara .........................................15
Tabel 1.6
Perbandingan Visa Antar Wilayah........................................15
Tabel 3.1
Demografi Indonesia 2006 ......................................................16
Tabel 3.2
Potensi Market Indonesia .......................................................32
Tabel 3.3
Potensi Market berdasarkan sektor bisnis............................33
Tabel 3.4
Variabel Ekonomi Indonesia ..................................................37
Tabel 3.5
Perbandingan Lima Penerbit Kartu Kredit ..........................37
Tabel 3.6
Analisis Produk Kartu Kredit ................................................37
Tabel 3.7
Aktifitas Utama ........................................................................42
Tabel 3.8
Aktifitas Pendukung................................................................43
Tabel 3.9
Analisis Matriks EFE ...............................................................47
Tabel 3.10 Analisis Matriks IFE ................................................................48 Tabel 3.11 Competitive Strategy ..................................................................49 Tabel 3.12 Analisis CP (Competitive Profile) ‐ Pemasaran.......................50 Tabel 3.13 Analisis CP (Competitive Profile)‐ Produk/Layanan .............51 Tabel 3.14 Analisis SWOT Matriks Tahap Pertama...............................53 Tabel 3.15 Analisis SWOT Matriks Tahap Kedua ..................................54 Tabel 3.16 Analisis SWOT Bank X............................................................55 Tabel 3.17 Matriks IE ..................................................................................56 Tabel 3.18 Grand Strategy Matrix...............................................................57 Tabel 3.19 Grand Strategy..........................................................................59 Tabel 3.20 Alternatif Strategi Bisnis Prioritas .........................................63 Tabel 3.21 Sepuluh Dimensi Servqual .....................................................67 xiii
Tabel 3.22 Variabel Kepuasan Pelanggan ...............................................68 Tabel 3.23 Lima Kesenjangan....................................................................70 Tabel 3.24 Penyusunan Kuesioner ...........................................................70 Tabel 3.25 Atribut Pelayanan Kartu Kredit ............................................71 Tabel 3.26 Jenis Pertanyaan .......................................................................72 Tabel 3.27 Perbandingan Metode Survei.................................................75 Tabel 3.28 Uji Validitas...............................................................................77 Tabel 3.29 Uji Reliabilitas...........................................................................78 Tabel 3.30 Kesenjangan (Gap) Persepsi ‐ Ekspektasi.............................79 Tabel 3.31 Urutan Gap Persepsi – Ekspektasi Variabel.........................79 Tabel 3.32 Nilai Kesenjangan Atribut Pertanyaaan ...............................80 Tabel 3.33 Prioritas Perbaikan Gap ..........................................................82 Tabel 3.34 Nilai Rata‐Rata Variabel Kepuasan Pelanggan ...................86 Tabel 3.35 Daerah Pemetaan Variabel Kepuasan Pelanggan ...............86 Tabel 3.36 Perbandingan Persepsi dan Harapan....................................87 Tabel 3.37 Posisi Daerah Pemetaan masing‐masing Atribut................89 Tabel 3.38 Perbandingan Persepsi dan Harapan Tangible ..................90 Tabel 3.39 Perbandingan Persepsi dan Harapan Reliability ...............91 Tabel 3.40 Perbandingan Persepsi dan Harapan Responsiveness......92 Tabel 3.41 Perbandingan Persepsi dan Harapan Assurance ................93 Tabel 3.42 Perbandingan Persepsi dan Harapan Empathy ..................94 Tabel 3.43 Pemetaan Diagram Kartesius...............................................105 Tabel 3.44 Daerah Pemetaan Atribut ....................................................107 Tabel 3.45 Kegiatan Periklanan...............................................................110 Tabel 4.2 Frequency by MCC‐ Mechant Category Code..........................111 Tabel 4.3 Volume by MCC‐ Mechant Category Code ..............................112 Tabel 4.4
Incentives ..................................................................................113
Tabel 4.5 Timeline Usage Rates................................................................114 Tabel 4.6 Early Bird..................................................................................115 xiii
Tabel 4.7 Value Proposition......................................................................116 Tabel 4.8 Job Description Unit .................................................................118 Tabel 4.9 Reward Plan..............................................................................120 Tabel 4.10 Strategic Control.......................................................................121
xiii
DAFTAR GAMBAR Gambar 1.1 Jumlah Anggota Bank X 2003‐2006 ........................................
2
Gambar 1.2 Jumlah Pemilik Kartu Kredit Jan 2006‐Jan 2007 ...................
3
Gambar 1.3 Jumlah Kartu Kredit Jan 2006‐Jan 2007 .................................
3
Gambar 1.4 Jumlah EDC Jan 2006‐Jan 2007................................................
4
Gambar 1.5 Jumlah Toko Eceran Jan 2006‐Jan 2007 ..................................
4
Gambar 1.6 Jumlah Imprinter Jan 2006‐Jan 2007 .......................................
5
Gambar 1.7 Jenis Kartu Kredit Visa.............................................................
13
Gambar 1.8 Persentase berdasarkan wilayah.............................................
16
Gambar 1.9 Persentase berdasarkan Cash and Purchase ............................
16
Gambar 1.10 Total Penjualan berdasarkan wilayah....................................
17
Gambar 1.11 Gambar Flowchart .....................................................................
21
Gambar 2.1 Kerangka Konseptual ...............................................................
24
Gambar 2.2 Metode Servqual .......................................................................
27
Gambar 2.3 Bagan Analisis Akar Masalah .................................................
28
Gambar 2.4 Conceptual Framework ................................................................
29
Gambar 3.1 Proses Manajemen Strategis ....................................................
30
Gambar 3.2 AnalisisIndustri ........................................................................
34
Gambar 3.3 Analisis Industri Kartu Kredit ................................................
35
Gambar 3.4 The Value Chain .......................................................................
41
Gambar 3.5 Tahap Masukan QSPM ...........................................................
45
Gambar 3.6 Tahap Penyesuaian (Matching) QSPM...................................
52
Gambar 3.7 Tahap Keseluruhan QSPM .....................................................
61
Gambar 3.8 Framework Model Kualitas Jasa...............................................
69
Gambar 3.9 Diagram Sampling ...................................................................
73
Gambar 3.10 Matriks Kepuasan ‐ Ekpektasi .................................................
85
Gambar 3.11 Daerah Pemetaan ......................................................................
86
Gambar 3.12 Daerah Pemetaan Semua Atribut............................................
88 xii
Gambar 3.13 Daerah Pemetaan pada Dimensi Tangibles ...........................
90
Gambar 3.14 Daerah Pemetaan pada Dimensi Reliability ...........................
91
Gambar 3.15 Daerah Pemetaan pada Dimensi Responsiveness ..................
92
Gambar 3.16 Daerah Pemetaan pada Dimensi Assurance ...........................
93
Gambar 3.16 Daerah Pemetaan pada Dimensi Empathy ............................
94
Gambar 4.1 Market Penetration Implementation .............................................
109
Gambar 4.2 Functional Tactics ..........................................................................
117
Gambar 4.3 Teori Maslow ...............................................................................
120
xiii
DAFTAR TABEL Tabel 1.1
Jaringan International Bank X ....................................................
6
Tabel 1.2
Penghargaan Bank X ...................................................................
10
Tabel 1.3
Jaringan Visa 2002‐2006 ..............................................................
13
Tabel 1.4
Total Volume Visa 2006i .............................................................
14
Tabel 1.5
Perbandingan Visa Antar Negara .............................................
15
Tabel 1.6
Perbandingan Visa Antar Wilayah............................................
15
Tabel 3.1
Demografi Indonesia 2006 ..........................................................
16
Tabel 3.2
Potensi Market Indonesia ...........................................................
32
Tabel 3.3
Potensi Market berdasarkan sektor bisnis................................
33
Tabel 3.4
Variabel Ekonomi Indonesia ......................................................
37
Tabel 3.5
Perbandingan Lima Penerbit Kartu Kredit ..............................
37
Tabel 3.6
Analisis Produk Kartu Kredit ....................................................
37
Tabel 3.7
Aktifitas Utama ............................................................................
42
Tabel 3.8
Aktifitas Pendukung....................................................................
43
Tabel 3.9
Analisis Matriks EFE ...................................................................
47
Tabel 3.10 Analisis Matriks IFE ....................................................................
48
Tabel 3.11 Competitive Strategy ......................................................................
49
Tabel 3.12 Analisis CP (Competitive Profile) ‐ Pemasaran...........................
50
Tabel 3.13 Analisis CP (Competitive Profile)‐ Produk/Layanan .................
51
Tabel 3.14 Analisis SWOT Matriks Tahap Pertama...................................
53
Tabel 3.15 Analisis SWOT Matriks Tahap Kedua ......................................
54
Tabel 3.16 Analisis SWOT Bank X................................................................
55
Tabel 3.17 Matriks IE ......................................................................................
56
Tabel 3.18 Grand Strategy Matrix...................................................................
57
Tabel 3.19 Grand Strategy..............................................................................
59
Tabel 3.20 Alternatif Strategi Bisnis Prioritas .............................................
63
Tabel 3.21 Sepuluh Dimensi Servqual .........................................................
67 xiv
Tabel 3.22 Variabel Kepuasan Pelanggan ...................................................
68
Tabel 3.23 Lima Kesenjangan........................................................................
70
Tabel 3.24 Penyusunan Kuesioner ...............................................................
70
Tabel 3.25 Atribut Pelayanan Kartu Kredit ................................................
71
Tabel 3.26 Jenis Pertanyaan ...........................................................................
72
Tabel 3.27 Perbandingan Metode Survei.....................................................
75
Tabel 3.28 Uji Validitas...................................................................................
77
Tabel 3.29 Uji Reliabilitas...............................................................................
78
Tabel 3.30 Kesenjangan (Gap) Persepsi ‐ Ekspektasi.................................
79
Tabel 3.31 Urutan Gap Persepsi – Ekspektasi Variabel.............................
79
Tabel 3.32 Nilai Kesenjangan Atribut Pertanyaaan ...................................
80
Tabel 3.33 Prioritas Perbaikan Gap ..............................................................
82
Tabel 3.34 Nilai Rata‐Rata Variabel Kepuasan Pelanggan .......................
86
Tabel 3.35 Daerah Pemetaan Variabel Kepuasan Pelanggan ...................
86
Tabel 3.36 Perbandingan Persepsi dan Harapan........................................
87
Tabel 3.37 Posisi Daerah Pemetaan masing‐masing Atribut....................
89
Tabel 3.38 Perbandingan Persepsi dan Harapan Tangible ......................
90
Tabel 3.39 Perbandingan Persepsi dan Harapan Reliability ...................
91
Tabel 3.40 Perbandingan Persepsi dan Harapan Responsiveness..........
92
Tabel 3.41 Perbandingan Persepsi dan Harapan Assurance ....................
93
Tabel 3.42 Perbandingan Persepsi dan Harapan Empathy ......................
94
Tabel 3.43 Pemetaan Diagram Kartesius.....................................................
105
Tabel 3.44 Daerah Pemetaan Atribut ..........................................................
107
Tabel 3.45 Kegiatan Periklanan.....................................................................
110
Tabel 4.2 Frequency by MCC‐ Mechant Category Code................................
111
Tabel 4.3 Volume by MCC‐ Mechant Category Code ....................................
112
Tabel 4.4
Incentives ........................................................................................
113
Tabel 4.5 Timeline Usage Rates......................................................................
114
Tabel 4.6 Early Bird........................................................................................
115 xv
Tabel 4.7 Value Proposition............................................................................
116
Tabel 4.8 Job Description Unit .......................................................................
118
Tabel 4.9 Reward Plan....................................................................................
120
Tabel 4.10 Strategic Control.............................................................................
121
xvi
