Analisis Penerapan Space Matrix Pada Bank BRI Unit Sokaraja Tengah Dalam Menciptakan Inovasi Layanan Perbankan untuk Segmen Mikro dan UMKM

Leny Septianingsih; Muhammad Aqila  Ashfa; Nagita Lyra Aviana; Yoiz Shofwa Shafrani

doi:10.58192/ebismen.v4i2.3495

Analisis Penerapan Space Matrix Pada Bank BRI Unit Sokaraja Tengah Dalam Menciptakan Inovasi Layanan Perbankan untuk Segmen Mikro dan UMKM

Authors

Leny Septianingsih UIN Prof. K.H. Saifuddin Zuhri Purwokerto
Muhammad Aqila Ashfa UIN Prof. K.H. Saifuddin Zuhri Purwokerto
Nagita Lyra Aviana UIN Prof. K. H. Saiffudin Zuhri Purwokerto
Yoiz Shofwa Shafrani UIN Prof. K. H. Saiffudin Zuhri Purwokerto

DOI:

https://doi.org/10.58192/ebismen.v4i2.3495

Keywords:

Space Matrix, BRI, marketing strategy

Abstract

The rapid advancement of digital transformation, coupled with the increasing intensity of competition in the financial industry, compels banking institutions to implement appropriate strategies to enhance their competitiveness—particularly in serving the micro and Small and Medium Enterprises (SMEs) segments. This study aims to analyze the application of the Strategic Position and Action Evaluation (SPACE) Matrix as a tool for formulating effective marketing strategies at Bank BRI Unit Sokaraja Tengah.By employing a qualitative approach through direct observation and interviews, this research evaluates four key dimensions within the SPACE Matrix framework: Financial Strength (FS), Competitive Advantage (CA), Environmental Stability (ES), and Industry Strength (IS). The analysis results indicate that FS scored 5, CA scored 4, ES scored 4, and IS scored 3. Collectively, these scores position Bank BRI Unit Sokaraja Tengah within the aggressive quadrant.These findings suggest that the bank unit possesses strong internal capabilities and significant external opportunities for continued growth and innovation. Based on this strategic positioning, the recommended strategies include: strengthening digital service innovation, enhancing customers' financial literacy, and fostering active collaboration with the SME community. The implementation of this aggressive strategy is expected to reinforce the bank's competitive position and sustainably support growth in the microeconomic sector.

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Published

2025-06-07

How to Cite

Septianingsih, L., Ashfa, M. A., Aviana, N. L., & Shafrani, Y. S. (2025). Analisis Penerapan Space Matrix Pada Bank BRI Unit Sokaraja Tengah Dalam Menciptakan Inovasi Layanan Perbankan untuk Segmen Mikro dan UMKM. Jurnal Ekonomi, Bisnis Dan Manajemen, 4(2), 212–223. https://doi.org/10.58192/ebismen.v4i2.3495