Please use this identifier to cite or link to this item:
http://repository.ipb.ac.id/handle/123456789/155708
Title: | Penetrasi Value KPR Rent-To-Own Berdasarkan Kapabilitas Masyarakat Berpenghasilan Rendah dalam Membeli Rumah |
Other Titles: | Penetration Value of Rent-To-Own KPR Based on the Capability of Low-Income People in Buying a House |
Authors: | Herlina, Lien Shalihati, Fithriyyah Dewi, Paraditha Mutia |
Issue Date: | 2024 |
Publisher: | IPB University |
Abstract: | Kegiatan capstone project yang dilakukan di PT Bank Tabungan Negara (Persero) Tbk (BTN) memberikan gambaran mengenai tantangan yang dihadapi industri perumahan saat ini. Tingkat backlog yang tinggi mendorong BTN untuk menciptakan inovasi skema pembiayaan rumah yaitu KPR Rent-To-Own (KPR RTO) namun penjualannya belum masif terutama bagi Masyarakat Berpenghasilan Rendah (MBR). Penelitian ini bertujuan untuk menemukenali existing value KPR RTO, mengkaji karakteristik dan kapabilitas Masyarakat Berpenghasilan Rendah (MBR), serta memformulasikan strategi penetrasi value untuk membantu pengembangan KPR RTO. Teknik pengambilan data pada penelitian ini menggunakan metode kualitatif dengan penentuan sampelnya menggunakan non- probability sampling dengan metode purposive sampling. Data yang dikumpulkan dianalisis menggunakan prinsip 5C dan analisis SOAR. Hasil penelitian menunjukkan bahwa kapabilitas MBR dalam membeli rumah terbatas karena penghasilan dan administrasi yang sulit untuk dipenuhi. Hasil analisis kapabilitas MBR dilakukan untuk membantu perumusan strategi penetrasi value sehingga produk KPR RTO ini dapat diterima dengan baik oleh pasar karena value yang dimilikinya dibuat berdasarkan kebutuhan pasarnya. Penulis merekomendasikan 4 strategi penetrasi value yaitu, Introduction, Pre-rent, Rent, and Retrieve. Strategi Introduction berfokus pada pengenalan KPR RTO kepada MBR melalui kampanye edukasi dan pemasaran yang tepat. Tahapan pre-rent melibatkan penyiapan MBR melalui pelatihan dan bantuan administrasi untuk memenuhi persyaratan kredit. Tahap rent melibatkan implementasi skema sewa untuk MBR dengan opsi membeli rumah setelah periode sewa berakhir. Terakhir, tahap retrieve fokus pada evaluasi dan peningkatan berkelanjutan dari program KPR RTO berdasarkan umpan balik dari pengguna. Penelitian ini menekankan pentingnya pemahaman mendalam mengenai kapabilitas dan kebutuhan MBR untuk mengembangkan produk yang sesuai dan efektif dalam mengurangi backlog kepemilikan rumah. Strategi penetrasi value yang diusulkan diharapkan dapat meningkatkan penerimaan pasar terhadap KPR RTO dan membantu BTN dalam mencapai tujuannya untuk menyediakan rumah yang terjangkau bagi MBR. The capstone project activities carried out at PT Bank Tabungan Negara (Persero) Tbk (BTN) revealed the challenges currently faced by the housing industry.The high backlog rate has prompted BTN to innovate a new home financing scheme known as Rent-To-Own Mortgage (KPR RTO), but its sales have not yet been widespread, especially among the Low-Income Community (MBR). This research aims to identify the existing value of the KPR RTO, examine the characteristics and capabilities of the Low-Income Community (MBR), and formulate value penetration strategies to aid in the development of KPR RTO. The data collection technique in this research employs qualitative methods with sample determination using non-probability sampling through purposive sampling methods. The collected data is analyzed using the 5C Principle and SOAR Analysis. The results of the study indicate that the capabilities of MBR in purchasing homes are limited due to income constraints and difficult administrative requirements. The results of the MBR capability analysis were carried out to help formulate a value penetration strategy so that this RTO KPR product can be well received by the market because its value is based on market needs. The author recommends four value penetration strategies: Introduction, Pre-rent, Rent, and Retrieve. The Introduction strategy focuses on introducing KPR RTO to MBR through educational and marketing campaigns. The Pre-rent stage involves preparing MBR through training and administrative assistance to meet credit requirements. The Rent stage involves implementing a rental scheme for MBR with the option to purchase the home after the rental period ends. Finally, the Retrieve stage focuses on continuous evaluation and improvement of the KPR RTO program based on user feedback. This research emphasizes the importance of a deep understanding of the capabilities and needs of MBR to develop a suitable and effective product in reducing the homeownership backlog. The proposed value penetration strategies are expected to enhance market acceptance of KPR RTO and assist BTN in achieving its goal of providing affordable housing for MBR. |
URI: | http://repository.ipb.ac.id/handle/123456789/155708 |
Appears in Collections: | UT - Business |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
cover_K1401201113_4e36a4fb8b664c3f917104df526a1a38.pdf | Cover | 1.14 MB | Adobe PDF | View/Open |
fulltext_K1401201113_847ea815969744d58173fc9aff6a1efb.pdf Restricted Access | Fulltext | 1.77 MB | Adobe PDF | View/Open |
lampiran_K1401201113_ccce0ab0616e4e10914bf3942bb2507e.pdf Restricted Access | Lampiran | 915.77 kB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.