Strategi Optimalisasi Quick Response Code Indonesian Standard (QRIS) pada Nasabah Mikro Banking untuk mendukung Peningkatan Low Cost Fund (Study Kasus PT Bank Syariah Indonesia Cabang Cimahi).

Abstract

The implementation of Quick Response Code Indonesian Standard (QRIS) among Micro Banking customers at PT Bank Syariah Indonesia (BSI) Cimahi Branch has not yet reached its optimal level. This condition is influenced by several factors, including the low level of digital literacy among customers, the persistent preference for cash-based transactions, limited socialization and education regarding QRIS usage, and the lack of attractive promotional and incentive programs for merchants. These challenges indicate that optimizing QRIS adoption requires well-designed and targeted strategies. Banks are expected not only to provide digital payment technology but also to enhance customers' understanding, trust, and acceptance of digital payment systems. Therefore, a comprehensive analysis is required to identify the key factors affecting the optimization of QRIS utilization. This study aims to analyze the optimization of QRIS usage among Micro Banking customers in enhancing low-cost funds at PT Bank Syariah Indonesia Cimahi Branch. The research focuses on formulating the most effective strategic priorities to increase customers' digital transaction activities, thereby contributing to the growth of low-cost funds through higher average savings balances maintained by Micro Banking customers who operate as QRIS merchants. This research employs a quantitative descriptive approach using Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, the Quantitative Strategic Planning Matrix (QSPM), and the Analytical Hierarchy Process (AHP). SWOT analysis is applied to identify the internal and external factors influencing QRIS development. Subsequently, QSPM is utilized to determine strategic priorities based on the attractiveness score of each alternative strategy, while AHP is employed to assign priority weights through pairwise comparisons among the proposed strategies. The integration of SWOT, QSPM, and AHP provides a systematic and comprehensive analytical framework for determining the most appropriate strategies to optimize QRIS implementation within the Micro Banking segment. The findings indicate that PT Bank Syariah Indonesia Cimahi Branch possesses several competitive strengths in developing QRIS services, including the integration of QRIS into the BSI Mobile application, the strong reputation of Bank Syariah Indonesia, support from Bank Indonesia's regulatory policies, and the active role of marketing personnel in educating customers. However, several weaknesses remain, including low customer digital literacy, a strong preference for cash transactions, and limited promotional programs for QRIS merchants. Based on the results of the SWOT, QSPM, and AHP analyses, the priority strategies identified are the development of merchant promotion and incentive programs, improvement of customers' digital literacy, optimization of BSI Mobile utilization, and enhancement of digital transaction education and security. The implementation of these strategies is expected to increase QRIS adoption, expand digital transaction activities, improve the accumulation of low-cost funds, and strengthen the competitiveness of Islamic banking in the era of digital transformation. The practical implications of this research suggest that the development of merchant promotion and incentive programs should become the primary strategic priority for increasing QRIS adoption. Accordingly, the management of PT Bank Syariah Indonesia Cimahi Branch should formulate more aggressive, measurable, and sustainable promotional policies, including transaction cashback programs, transaction volume-based rewards, Merchant Discount Rate (MDR) subsidies, and loyalty programs for active merchants. Furthermore, management should strengthen customer trust in QRIS by improving digital transaction security, ensuring the stability and reliability of the BSI Mobile application, and providing fast and responsive customer support. Customer trust plays a critical role in encouraging the adoption of digital payment systems, particularly among Micro Banking customers who still perceive electronic transactions as risky. The bank should also establish a structured, data-driven monitoring and evaluation system for QRIS implementation. Performance evaluation should extend beyond the number of QRIS merchants and users to include transaction frequency, transaction value, merchant activity levels, and their contribution to low-cost fund growth. A systematic monitoring mechanism will enable management to identify implementation barriers more effectively, evaluate the effectiveness of marketing strategies, and formulate more targeted policies for QRIS development. Low digital literacy remains one of the major obstacles to QRIS optimization. Therefore, PT Bank Syariah Indonesia should expand digital literacy programs through structured training, MSME seminars, direct assistance, social media campaigns, and collaboration with business communities. Educational initiatives should emphasize not only QRIS operational procedures but also the benefits of digital payment efficiency, transaction security, and electronic financial management. Improved customer understanding is expected to increase both the adoption rate and the intensity of QRIS usage over the long term. Marketing personnel and funding officers serve as key drivers in expanding QRIS utilization. Consequently, management should enhance their competencies through digital banking training, customer education skills, and relationship marketing approaches targeting micro and small business owners. Beyond acquiring new merchants, marketing personnel should provide continuous assistance to ensure that merchants fully understand the benefits and practical use of QRIS in their daily business operations. Finally, QRIS optimization should be integrated with the bank's third-party fund mobilization strategy, particularly savings and current accounts as primary sources of low-cost funds. Increased digital transaction intensity through QRIS has the potential to raise customers' average account balances due to higher transaction circulation within the banking system. Therefore, management should integrate QRIS with savings products, business savings programs for QRIS merchants, BSI Agent services, and automated transaction features available in BSI Mobile. Such integration will enable QRIS not only to increase digital transaction volumes but also to contribute directly to funding cost efficiency and the sustainable improvement of the bank's financial performance.