ANALISIS STRATEGI DIVERSIFIKASI PRODUK PADA BANK UNTUK MENINGKATKAN PROFITABILITAS BANK
Keywords:
Diversification, Bank, ProfitabilityAbstract
Banks are currently the safest and most attractive location for people to make transactions. The public also pays great attention to the goods offered by banks which aim to meet their needs. In Indonesia there are various types of banks and one of them is the BRI bank which is located in South Lampung, namely the BRI Candipuro Unit. This research aims to analyze bank product diversification strategies to increase bank profitability. This research uses a literature study approach with a focus on analysis and synthesis of various relevant previous research. This approach aims to identify and evaluate available information regarding the implementation of product diversification strategies in the banking sector and its impact on profitability. The product diversification strategy is an important effort for banks to increase profitability and competitiveness amidst the increasingly competitive banking industry. By developing various types of financial services such as investment products, wealth management, digital services and sharia banking, banks are able to reach more market segments and create operational stability. This diversification also helps banks reduce the risks arising from dependence on one type of product, as well as opening up additional income opportunities through non-interest service fees. An example is Bank Mandiri's success with the super-app Livin' by Mandiri which increased the number of active users and fee-based income
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