Lingkungan Pemasaran Bank

Samsul Bahri(1), Violla Marchella(2), Joni Hendra(3),


(1) Sekolah Tinggi Agama Islam Negeri Bengkalis
(2) Sekolah Tinggi Agama Islam Negeri Bengkalis
(3) Sekolah Tinggi Agama Islam Negeri Bengkalis
Corresponding Author

Abstract


Lingkungan pemasaran bank merupakan faktor penting yang mempengaruhi strategi pemasaran dan kinerja bank. Dalam konteks persaingan yang semakin ketat, pemahaman yang mendalam tentang lingkungan ini menjadi krusial bagi bank untuk dapat beradaptasi dan memenuhi kebutuhan nasabah. Penelitian ini bertujuan untuk menganalisis elemen-elemen lingkungan pemasaran bank, termasuk faktor ekonomi, sosial, teknologi, dan regulasi. Metode yang digunakan adalah studi literatur dan analisis data sekunder dari laporan tahunan bank dan survei industri. Hasil penelitian menunjukkan bahwa bank yang mampu beradaptasi dengan perubahan lingkungan pemasaran, terutama dalam hal digitalisasi dan regulasi, cenderung memiliki kinerja yang lebih baik. Kesimpulan dari penelitian ini menekankan pentingnya pemantauan terus-menerus terhadap lingkungan pemasaran untuk merumuskan strategi yang efektif.


Keywords


Bank

References


Accenture. (2021). The Future of Banking: How Digital Transformation is Reshaping the Industry. Retrieved from https://www.accenture.com/us-en/insights/banking/future-banking

Arner, D. W., Barberis, J., & Buckley, R. P. (2020). Fintech, Regtech, and the Reconceptualization of Financial Regulation. Northwestern Journal of International Law & Business, 40(3), 381-420. https://scholarlycommons.law.northwestern.edu/njilb/vol40/iss3/4

Bofondi, M., & Gobbi, G. (2020). The Impact of Digital Innovation on the Banking Sector: Evidence from Italy. Journal of Banking and Finance, 113, 105754. https://doi.org/10.1016/j.jbankfin.2020.105754

Deloitte. (2022). 2022 Banking Industry Outlook: Navigating the Path to Recovery. Retrieved from https://www2.deloitte.com/us/en/pages/financial-services/articles/banking-industry-outlook.html

Financial Stability Board. (2022). Regulatory Approaches to Fintech: A Global Perspective. Retrieved from https://www.fsb.org/wp-content/uploads/P191022.pdf

Ghosh, S., & Ghosh, D. (2021). The Role of Digital Banking in Financial Inclusion: Evidence from Emerging Economies. Journal of Financial Services Research, 60(1), 1-21. https://doi.org/10.1007/s10693-021-00340-0

KPMG. (2021). Global Banking Perspectives: The Future of Banking in a Digital World. Retrieved from https://home.kpmg/xx/en/home/insights/2021/10/global-banking-perspectives.html

McKinsey & Company. (2022). Global Banking Annual Review 2022: The Future of Banking. Retrieved from https://www.mckinsey.com/industries/financial-services/our-insights/global-banking-annual-review-2022

PWC. (2020). Banking on the Future: The Digital Transformation of Banking. Retrieved from https://www.pwc.com/gx/en/industries/financial-services/publications/banking-on-the-future.html

Rojas, C., & Moya, M. (2021). The Influence of Digital Transformation on Banking Customer Experience. Journal of Business Research, 124, 511-520. https://doi.org/10.1016/j.jbusres.2020.11.045

S&P Global. (2023). 2023 Banking Outlook: Trends and Opportunities. Retrieved from https://www.spglobal.com/marketintelligence/en/news-insights/research/2023-global-banking-outlook

Statista. (2022). Digital Banking: Statistics and Facts. Retrieved from https://www.statista.com/topics/871/online-banking/

Thakor, A. V. (2020). Fintech and Banking: What Do We Know? Journal of Financial Intermediation, 41, 100833. https://doi.org/10.1016/j.jfi.2019.100833

World Bank. (2021). Financial Inclusion Overview. Retrieved from https://www.worldbank.org/en/topic/financialinclusion/overview

Zhang, Y. (2022). The Impact of Fintech on Traditional Banking: A Study of the Banking Sector. International Journal of Financial Studies, 10(1), 5. https://doi.org/10.3390/ijfs10010005


Full Text: PDF

Article Metrics

Abstract View : 7 times
PDF Download : 7 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Samsul Bahri, Violla Marchella, Joni Hendra

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.