| dc.description.abstract | The objectives of the research are to analyze some factors considered by a small enterprises to access banking facility, to analyze the influence of the attitude toward the behavior of small and medium enterprises in Kredit Program Kemitraan BNI, to analyze the product image of Kredit Program Kemitraan BNI from the point of view of a customer opinion and a businessman point of view, to arrange some market segmentation strategies for Kredit Program Kemitraan BNI. The result of research showed that the factor influenced businessman in making relationship with banking were as follows: time effectiveness, privacy, accessibility, low interest rate, transaction, the safety of the money, service excellent and business consultation, accessibility easiness. The research results showed that from 100 respondents of small and medium enterprises, there are 58 of them answered with very positive attitude, 21 of them answered with positive attitude, 18 of them answered neutral and 3 of them answered negatively. However, based on product image analysis, Kredit Program Kemitraan BNI did not meet BNI’s expectation.The market segmentation strategies implementation expected by BNI, are related to product by product focus, related to price by keeping low interest rate, and related to distribution by looking for good location, deregulation and procedure, and related to promotion by advertising. | id |
