Integrated Marketing Communications in BPR Kedu Arthasetia

• Main Author: Dyah Setiati / 29116132, Veronika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31464
• Institution: Institut Teknologi Bandung

Microfinance sector not only dominated by BPR, many BPR substitute products such as credit union and financial institutions are emerging to provide financing for micro business sectors. One of the provinces that has positive growth and contributed significant numbers in the growth of BPR assets in Indonesia is Central Java. These positive growth also promise an exciting opportunity for the BPR industry in Temanggung Regency which is one of the districts in Central Java that still has the potential to develop the microfinance sector. In the other hand, BPR Kedu Arthasetia since 2012 has decreased its performance in generating total assets and arguably less competitive with its competitors. Due to BPR Kedu Arthasetia targeting B2B segmentation, productive sector growth has a big influence on performance of BPR Kedu Arthasetia. Therefore, BPR Kedu Arthasetia should review its strategy to remain competitive in the microfinance sector in Temanggung. <br /> <br /> Based on the annual report from BPR Kedu Arthasetia, shows that the realization of the target financing product lags behind the realization of the target of the funding product. Based on root cause analysis resulted in the absence of an integrated marketing communications strategy caused the failure of the company in increasing the number of debtors so that the impact on the non-achievement of the target realization of financing products. To determine an integrated marketing communications strategy, the company need to learn the habits and trends of consumers in choosing a provider of financial services. <br /> <br /> The results of this final project is expected to improve the way of Kedu Arthasetia BPR personnel in marketing its financing products that will give impact on the increasing number of new debtors. In addition, the offered business solutions are also expected to increase the loyalty of current debtors of BPR Kedu Arthasetia so that in the future this business can become a sustainable business and can continue to serve the financing needs of micro economic sector in Temanggung. <br />