Bank Jatim's Strategy in Increasing the Number of Laku Pandai to Increase Banking Profitability by Using SWOT Analysis

Riska Purwitasari, Vidya Purnamasari

Abstract


This study aims to analyze the strategy carried out by Bank Jatim in increasing
the number of East Java Agents (Laku Pandai) over the last 5 years and identify the
opportunities and challenges faced. The approach used is qualitative descriptive with
data collection techniques in the form of in-depth interviews with Bank Jatim and active
agents, as well as literature studies. The results of the analysis using the SWOT model
show that Bank Jatim has strength in terms of its extensive institutional network,
credibility as a regional bank, and sustainable agent assistance system. However, there
are still weaknesses, such as limited digital infrastructure and inadequate transaction
tools. Opportunities open up through community approaches and agent recruitment
programs, while threats come from fintech competition, limited tools such as EDC
machines, and administrative requirements that limit the recruitment of new agents. This
research recommends improving technology infrastructure, digital promotion
innovations, and internal policies that are more adaptive to the needs of agents. The next
study is suggested to use mixed methods to strengthen the validity of the data and conduct
comparative studies between regional banks in the Laku Pandai program.

Keywords: East Java Agents, Banking Strategy, SWOT, Financial Inclusion

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