ANALISIS PERAN BKPMD DALAM PEMASARAN KALIMANTAN SELATAN SEBAGAI DAERAH TUJUAN INVESTASI

M. FAISAL RAKHMAN, Yulia A. Widyaningsih, M.B.A., Ph.D.

2017 | Tesis | S2 Ekonomika Pembangunan

Badan Koordinasi Penanaman Modal Daerah Provinsi Kalimantan Selatan (BKPMD Kalsel) sebagai Pelaksana Promosi Investasi (Investment Promotion Agency) di tingkat sub-nasional berperan penting dalam memasarkan Kalimantan Selatan sebagai daerah tujuan investasi spesifik. Peran penting tersebut didasari pada beberapa alasan di antaranya pentingnya pengetahuan tentang daya tarik pada lokasi spesifik (UNCTAD, 2001), dan keputusan investasi yang bergerak turun ke tingkat daerah (ECORYS, 2013). Walaupun penting, Zanatta et al. (2005) berpendapat bahwa Pelaksana Promosi Investasi bukan satu-satunya pelaku pembangunan penting dalam usaha pemasaran tersebut. Terlebih BKPMD Kalsel sebagai Pelaksana Promosi Investasi di tingkat provinsi yang harus berinteraksi lintas instansi secara vertikal dan horizonal. Penelitian ini bertujuan untuk mengeksplorasi peran BKPMD Kalsel tersebut dengan mengidentifikasi proses-proses promosi investasi yang dijalankan BKPMD Kalsel, peran BKPMD Kalsel di sektor publik serta tingkat kepuasan investor terhadap peran tersebut. Data yang digunakan adalah data primer dan data sekunder. Data primer diperoleh dari kuesioner, wawancara mendalam dan observasi pada beberapa rapat. Kuesioner yang dimaksud ditujukan kepada investor, sedangkan wawancara mendalam dilakukan dengan pejabat di lingkup Pemerintah Provinsi Kalimantan Selatan dan pejabat Pelaksana Promosi Investasi di 3 Kabupten/Kota. Data sekunder yang digunakan didapat dari dokumen rencana dan dokumen laporan, serta berbagai dokumen terkait. Kuesioner dianalisis dengan menggunakan analisis statistik komparatif dengan cara membandingkan harapan dan persepsi investor terhadap peran BKPMD Kalsel. Sementara itu data lain dianalisis dengan menggunakan analisis tematik model Miles dan Huberman untuk mengeksplorasi proses promosi investsasi dan peran BKPMD Kalsel di sektor publik. Hasil analisis menunjukkan bahwa BKPMD Kalsel melaksanakan proses promosi investasi yang terbatas jika dibandingkan dengan tugas pokok dan fungsinya serta jika dibandingkan proses promosi investasi yang diacu penelitan ini berdasarkan literatur. Hal ini disebabkan perencanaan dan penganggaran berbasis kinerja yang belum optimal dalam menyediakan panduan pelaksanaan program dan kegiatan serta belum optimal dalam menunjukkan hasil yang spesifik, relevan dan dapat diukur. Hasil analisis juga menunjukkan bahwa BKPMD Kalsel mempunyai keterbatasan strategis di sektor publik karena tidak adanya keterpaduan antara promosi investasi dengan tujuan pembangunan yang lebih luas yang kemudian menyulitkan BKPMD Kalsel dalam mempengaruhi kebijakan lintas instansi dan memobilisasi sumber daya lintas instansi. Hasil analisis juga menunjukkan bahwa terjadi ketidakpuasan investor terhadap peran BKPMD Kalsel. Ketidakpuasan terjadi salah satunya karena keterbatasan proses analisis lingkungan pemasaran termasuk keterbatasan mengenali kebutuhan dan harapan dari investor.

Regional Investment Coordinating Board of South Kalimantan (BKPMD Kalsel) as investment promotion agency (IPA) in sub-national level has important role in marketing South Kalimantan as specific investment destination. This important role is based on several reasons such as the importance of the knowledge about key factors in particular location (UNCTAD, 2001) and the fact that companies move their decision making for investment location down to regional level (ECORYS, 2013). Despite its importance, Zanatta et al. (2005) argued that IPA is not the only actor in this marketing effort. Moreover, BKPMD Kalsel as IPA in provincial level supposed to interact to other vertical dan horizontal government institutions. The objective of this research is to explore BKPMD Kalsel role in this marketing effort by identifying investment promotion processes that was executed by BKPMD Kalsel, the role of BKPMD Kalsel in public sector and investor's satisfaction on BKPMD Kalsel role. This research was using primary and secondary data. Primary data was collected from questionnaire, in-depth interview, and observation in several meetings. Questionnaire was set for investors, while in-depth interviews was conducted with several officials from institutions in South Kalimantan Provincial Government and IPAs in regency/ municipality level. Secondary data was obtained from various of documents, including planning documents and report documents. Comparative statistical analysis was conducted to analyze data that was collected from questionnaire to measure investor satisfaction level. Miles-Huberman model thematic analysis was conducted to analyze other data to identify investment promotion processes and BKPMD Kalsel role in public sector. The result of analysis showed that BKPMD Kalsel only executed limited investment promotion process. The limitation was defined by comparing executed investment promotion process to BKPMD main tasks and functions and by comparing executed investment promotion process to investment promotion process according to literature. This condition is mainly caused by the inability to apply performance-based planning and budgeting which provide guidance for program implementation. This inability also made BKPMD Kalsel unable to show relevant, specific and measureable result. The result of analysis also shows that BKPMD Kalsel possessed strategical limitation in public sector due to the absence of integration of investment promotion to broader development goals which then might make BKPMD Kalsel can not easily advocate policy and mobilize resource on other institution. Finally, the result of analysis shows that investor's dissatisfaction is presence over BKPMD Kalsel roles. This might be happened due to BKPMD Kalsel's limited analysis on its marketing environment including its inability to recognize investor's need and expectations.

Kata Kunci : Investasi, Pemasaran Daerah, Promosi Investasi, Pelaksana Promosi Investasi, Perencanaan dan Penganggaran Berbasis Kinerja