SAGITA, DEAZTY AYU (2018) STRATEGI PEMASARAN PRODUK PINJAMAN KUR MIKRO PADA BANK BRI UNIT UNSRI PALEMBANG. Other thesis, Politeknik Negeri Sriwijaya.
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Abstract
This final report discusses the marketing strategy of Micro KUR products conducted by Bank BRI Unit UNSRI Palembang. The purpose of writing this final report is to find out the marketing strategies for Micro KUR products at the BRI Bank of Palembang UNSRI Unit and the handling that should be carried out in the face of delinquent debtors. At the BRI Unit UNSRI Palembang, the segmentation used in dividing Micro KUR debtors is geographical segmentation and behavior segmentation. The second segmentation used is not good because there are still constraints that the debtor is located outside the reach of UNSRI units and the debtor who is not loyal. Data collection methods that I use are interviews with Mantri KUR Mikro, BRI Unit UNSRI Palembang, which handles the debtor and documents from BRI Bank Unit UNSRI Palembang. The solution from the writer, the Bank should allocate debtors whose location is outside the reach of the UNSRI unit, to the unit around the debtor's location because BRI is already widespread in Palembang City. In addition, to minimize delinquency, banks should conduct techniques and policies in managing credit risk, including rating models for single loans, credit portfolio management, security, confiscating guarantees provided by debtors, monitoring cash flows, and managing recovery where parties the debtor and the bank to communicate so that the debtor can pay off its debts.
| Item Type: | Thesis (Other) |
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| Uncontrolled Keywords: | Marketing Strategy, Geographic Segmentation, Behaviour Segmentation, Credit Risk |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Business Administration > Undergraduate Theses |
| Depositing User: | Mrs Nila Wati |
| Date Deposited: | 27 Jan 2020 01:53 |
| Last Modified: | 27 Jan 2020 01:53 |
| URI: | http://eprints.polsri.ac.id/id/eprint/6581 |
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