| dc.description.abstract | This study analyzes strategies to enhance the uptake of the Kredit Multi Guna (KMG)
product by PT Bank Sumut, specifically targeting Aparatur Sipil Negara (ASN) in North
Sumatra. KMG is one of PT Bank Sumut's flagship products, accounting for 52% of total
loans distributed, with an outstanding amount of Rp13.9 trillion and a revenue of Rp1.6
trillion in 2023. However, PT Bank Sumut's market share among ASN remains at 56%,
while the management’s target is to reach 70% by 2026. This study employs a descriptive
qualitative approach using the SOSTAC Analysis method (Situation Analysis, Objectives,
Strategy, Tactics, Action, Control) to evaluate the current marketing strategies and design
new strategies to increase KMG's market share. Data were collected through interviews,
observations, and documentation, with source triangulation to ensure the accuracy of
information. Respondents included PT Bank Sumut’s management and ASN as product
users. The SOSTAC Analysis covers situation evaluation, goal setting, strategy
formulation, marketing tactics, implementation, and control and evaluation. The study
results indicate that most KMG users are female ASN in their productive age,
characterized by loyalty and stable income. Recommended strategies include
strengthening gender-based approaches, digitizing loan application processes, intensive
training for Account Officers (AO), diversifying products based on market segmentation,
and strategic collaborations with local government institutions. The study also identifies
potential areas yet to be optimally tapped as part of expansion strategies. The SOSTAC
analysis produces a focused and measurable new strategy framework to enhance market
penetration and customer loyalty among ASN for the KMG product. Suggestions for
further research include incorporating additional strategic analysis approaches such as
Porter’s Five Forces, Business Model Canvas (BMC), and quantitative methods to gain
deeper and more comprehensive insights. This study aims to serve as a foundation for
developing adaptive and competitive marketing strategies for regional banks. | en_US |
