Strategi Rural Saving dalam Mobilisasi Dana Segmen Mikro PT. Bank Rakyat Indonesia (Persero) Tbk. Regional Office Medan (Studi Kasus: Wilayah Kerja PT Bank Rakyat Indonesia Branch Office Medan Iskandar Muda)

Abstract

The rural savings strategy is aimed at increasing the collection of funds in a bank so that greater credit distribution can be made. PT Bank Rakyat Indonesia (Persero) Tbk Regional Office Medan distributes credit which continues to increase from year to year, however deposit growth is far below credit growth. This research aims to design a cash flow control strategy to increase rural savings of PT Bank Rakyat Indonesia (Persero) Tbk. The research is carried out in the work area of PT Bank Rakyat Indonesia (Persero) Tbk Branch Office Medan Iskandar Muda. The research data consists of primary data is collected during a survey using a questionnaire, then documentation techniques is employed to obtain secondary data from PT Bank Rakyat Indonesia (Persero) Tbk documents. The research sample consists of 347 micro loan debtors referred to as sample 1 and 248 third parties referred to as sample 2. The sample is gained using the snowball sampling method. Meanwhile, the data is analyzed using descriptive methods and Porter's five forces analysis. The research results show that the flow of loan funds is used by sample 1 for business capital, household consumption expenditure, education costs, health costs and investment. The largest allocation of funds is used for business capital. Sample 1 make business capital expenditures at a shop owned by sample 2. The majority of sample 2 serves bank acceptances for their business, some using BRI acceptances and some non-BRI. Banks where majority sample 2 keeps their savings are non-BRI. The Porter's Five Forces analysis carried out in this research find that the competitive advantage of PT Bank Rakyat Indonesia (Persero) Tbk BO Medan Iskandar Muda is related to the presence of individual customers and MSMEs. Individual and MSME credit services are the strength of PT Bank Rakyat Indonesia (Persero) Tbk BO Medan Iskandar Muda. Therefore customer empowerment and management and control of the transaction ecosystem in this field can be carried out based on research results, namely the strategy design to increase rural savings, namely through collaboration among existing segments at PT Bank Rakyat Indonesia (Persero) Tbk BO Medan Iskandar Muda, optimizing tools acceptance, building a Funding Culture, namely by linking all daily life activities, and coordinating with stakeholders to create a banking business climate as well as policies that are in line with competitive advantage.