Analisis Pengembangan Model Community Based Marketing pada UMKM Debitur KUR Mikro (Studi Kasus : BRI Unit Ciampea dan Sindang Barang, Bogor)

Abstract

Community based marketing strategy is one of many strategies to decrease the non performing loan growth of BRI small loans by developing the mutually beneficial relationship with micro small and medium enterprise debtors which will be managed as a community. The purposes of this research are (1) to identify the implementation of BRI CBM strategy (2) to analyze the development of appropriate CBM model and (3) to recommend the CBM strategy implementation for maximum development of the micro small and medium enterprise community by BRI unit ciampea and sindang barang. Based on the research towards the micro small and medium enterprises with the non performing loan criteria, the result of descriptive statistical analysis produced the alternatives of CBM model development which consist of the meeting and training on production and operation, the bazaar and marketing tools provision, the training with monitoring and evaluation of financial and accounting, the upgrading or outbond to foster the entrepreneurial characters, and the information media provision to assist the business development. The most recommended CBM strategy priority is the training with monitoring and evaluation of financial and accounting.