PROPOSE MARKETING STRATEGY TO INCREASE NUMBER OF RETAIL INVESTOR (CASE STUDY: INDONESIA SEHAT MUTUAL FUND)
DOI:
https://doi.org/10.26486/jpsb.v10i2.2164Keywords:
Mutual funds, retail investors, Strategic Diamond ModelAbstract
The Indonesia Sehat Fixed Income Mutual Fund is a business innovation launched by BPJS Kesehatan through collaboration with three Investment Managers, namely PPT Bahana TCW Investment Management, PT Danareksa Investment Management, and PT Mandiri Manajemen Investasi. This product was created to help BPJS Kesehatan in achieving two targets, first to fulfill the OJK Regulation No. 1 of 2016 on investment of state securities for non-bank financial services institutions, and second to increase revenue collection with donation schemes through crowdfunding mechanisms.
This research focuses on how BPJS Kesehatan can implement effective strategies to increase the number of retail investors in Indonesia Sehat mutual fund products. In this study, an external and internal analysis was used, using tools and frameworks such as PEST, Porter Five Forces, STP, VRIO, and supported by interviews and surveys to internal BPJS Kesehatan. Nex step is mapping the strengths, weaknesses, opportunities, and threats through the SWOT Matrix, as well as determining the root cause of the problems. From the results of the study, it was found that the root cause that hinders the growth of Indonesia Sehat mutual funds is the selection of segmentation and target investors that are too narrow combined with the very limited promotion of the products, and also cooperation that needs to be reviewed with three investment managers. Author recommends an evaluation of cooperation with the three existing investment managers, as well as changes in marketing strategies to increase the number of retail investors.
Downloads
Published
Issue
Section
License
Authors who publish with (JPSB) Jurnal Perilaku dan Strategi Bisnis agree to the following terms:
Authors retain copyright and grant the JPSB right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in JPSB. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in JPSB.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).