Strategy of Distribution Development of the Business People’s Credit (BPC) Program in Bank BNI at Karawang Region

Abstract

Bank is a financial institution as required by the community in need of funds either for consumption or for the benefit of developing a business. To maintain has been reached and increased excellence to compete it with nonspecific product in other bank, hence bank BNI especially Small Credit Unit (UKC) Karawang and Cikampek have to comprehend and gets input from their consumer about satisfaction of debtor to quality of product and service which has been given till now. Purpose of this study is identify service process of BPC, analyzes relation between service process and level satisfaction of debtor to product and quality of service of BPC, analyzes level of satisfaction of product debtor would and quality of credit service, and analyzes relation between service process and level of satisfaction to quality of product and service of BPC in bank BNI UKC Karawang. Based on result of strengthened from value CSI equal to 0.773 with the meaning level of total customer satisfaction in between spread 0.660-0.800 meaning consumers feels satisfying to service performance of BPC Program. Result of importance performance analysis (IPA) is obtained average performance level or value of the service process 3.820 with a scale of 5 which states that the quality of BPC credit services at bank BNI UKC Karawang and UKC Cikampek is good. While the level of interest or satisfaction debtor is 3.516, which is important for the debtor or satisfied. Broadly seen that the performance of services bank BNI UKC Karawang and UKC Cikampek given in accordance with what is expected debtor. Correlation between the service and the level of satisfaction significant (p <0.05) and the positive direction (rs = 0.453), indicating the better the service performed by the bank, the higher the level of satisfaction felt by the debtor. Thus, the process of performance improvement services to the debtor not only increases the satisfaction of the debtor, but also benefits the bank because it affects the level of satisfaction of the bank debtor’s loyalty. SWOT analysis results indicate the total score factor analysis of strategic internal and external strategic factors total score for a total score of IFAS = 2.944 and = 2.983 obtained EFAS that the development strategy of the IE matrix shows that the position of bank BNI UKC Karawang and UKC Cikampek stability growth. Strategy of growth through horizontal integration, the strategy adopted the dissemination of information to the public SMEs, increasing unit dealer network BPC, and human resources development. Strategic stability can be reached without changing the strategic direction established by bank BNI.