Pengaruh Strategi Keunggulan Biaya Dan Diferensiasi Terhadap Keberhasilan Usaha (Studi Kasus : Kta Dana Cinta)
Banks play a very important role in the economy. Bank credit products, especially corporate credit, still dominate bank income. At present, there is, however, a downward trend in corporate lending rates due to the government's 'desire' to boost the real sector and business competition factors among Asean countries as well. Declining corporate interest rates tendency over the past few years generally has reduced bank revenue. Without neglecting corporate credit that still dominates the banking business, banks are trying to increase the credit portfolio by increasing consumer credit transactions. One of the consumer loans currently growing rapidly is unsecured loans (KTA). Competition in this business is of course unavoidable, so banks willing to survive must have a competitive strategy to achieve sustainable competitive advantage. The purpose of this study was to examine the effect of cost leadership (low cost) and differentiation strategies for the success for Dana Cinta KTA product based on the generic strategy concept popularized by Porter and endorsed by Kottler & Keller and also by Dess & Davis and Ramanujam & Venkatraman for related indicators. Primary data was obtained through questionnaires for 75 respondents who were employees of Bank CTBC directly related to KTA Dana Cinta product. The research method used was descriptive and verificative methods. To increase the growth of sales revenue, and market share (business success), Bank Management is advised to modify product attributes such as being unrevolving to become revolving facility based on benchmarking activities against competitors. In this digital era, tele-officer marketing activities need to be supported by promotional activities (advertisements) that can appear suddenly with short and interesting tag-line on the smartphones target market in addition to the standard website (which must be downloaded first). The loan balance transfer facility (rarely owned by other banks) needs to be activated on a large scale through a market penetration strategy.