ANALISIS STRATEGI KEUNGGULAN BERSAING BERKELANJUTAN PADA PT BANK PEREKONOMIAN RAKYAT SYARIAH ARSA SEJAHTERA

This study aims to analyze the sustainable competitive advantage strategy at PT Bank Perekonomian Rakyat Syariah (BPRS) Arsa Sejahtera amid competition in the Islamic banking industry. The study uses a qualitative approach with a descriptive method. Data was obtained through semi-structured interviews and documentation in the form of Sustainable Financial Action Plans and OJK documents. Data analysis was conducted using triangulation for data validity. The results of the study indicate that BPRS Arsa Sejahtera has strengths in fast service and competitive pricing margins, as well as opportunities from the growth of MSMEs and the Muhammadiyah Charity Network. However, the bank still faces limitations in human resource quality, limited technology, competition from banking and non-banking financial institutions, and low public preference for BPRS. Utilizing the Muhammadiyah network as a branding base has the potential to create sustainable competitive advantage.