Identifikasi Hambatan Pemasaran Consumer Loans Studi Kasus Pada Bank Mandiri Kanwil IV Jakarta
MUNTORO, JOGO (Adv.: Hargo Utomo, Dr., M.B.A., M.Com), Hargo Utomo, Dr., M.B.A., M.Com
Pada penelitian ini, penulis mengidentifikasikan hambatan pemasaran terhadap consumer loans Bank Mandiri Kanwil IV Jakarta, dari sisi perolehan dari setiap produk consumer loan, tingkat suku bunga, proses administrasi dan risiko yang akan ditimbulkan dari produk consumer loans. Dari hasil analisis terdapat beberapa factor yang menghambat pemasaran consumer loans, yaitu : pemasaran yang tidak seimbang antara produk – produk consumer loans yang ada, risiko, proses administrasi serta keputusan yang tersentral pada kantor pusat Bank Mandiri. Hambatan dari sisi perolehan dari setiap produk berasal dari produk kredit Bebas Agunan yang hanya sebesar 2 % dari total pencairan consumer loans tahun 2004, sedangkan untuk suku bunga dapat dikatakan masih bersaing sehingga bukan merupakan suatu hambatan dalam memasarkan produk consumen loans. Proses keseluruhan pemberian consumer loans adalah menggunakan system sentralisasi, dimana wewenang keputusan pemberian kredit hanya terdapat pada Kantor Pusat yaitu consumer group dan untuk unit bisnis cabang di luar Jakarta, wewenang keputusan kredit ada pada consumer loans processing Centre. Hal ini menyebabkan proses serta keputusan kredit menjadi semakin lama karena semua aplikasi kredit diproses dan diputuskan di pusat, hal ini dapat menghambat pemasaran consumer loans. Berdasarkan uji beda terhadap consumer loans cabang besar dan cabang kecil diketahui bahwa jumlah pencairan consumer loans terdapat perbedaan yang signifikan. Hal ini menunjukkan jumlah cabang kecil yang lebih banyak dan tersebar didaerah pemukiman dan perkantoran memberikan kontribusi yang baik bagi pemasaran produk consumer loans pada Kanwil IV, sedangkan cabang besar dan lokasi cabang pada daerah perkantoran lebih sedikit.
In this study, the writer identified the barriers to consumer loans at the Provincial Office IV of Bank Mandiri Jakarta in terms of income receives from each consumer loans product, interest rate, administration process and risk rising out of consumer loans product. Analysis resulted in a number of factors that can be barriers to consumer loans, they include : imbalance marketing among the available consumer loans products, risks, administrative process, and decision making process which is centralized at Bank Mandiri Head Office. Barrier to income received from each product coming from Non-Collateral credit product which is only 2% of the total consumer loans in 2004, whereas the interest rate for the consumer loan product is still quite competitive, hence it cannot be considered as a barrier to consumer loans product marketing. The whole processes of consumer loans disbursement means using centralized system, where power of decision making in credit disbursement is only held by Head Office, namely Consumer Group; and for the branch business unit outside Jakarta, the power of credit disbursement is held by consumer loans processing centre. This matter causes the process and credit decision takes more time because all applications for credit are processed in and decided at the Head Office, this can hamper the consumer loans marketing. Based on the comparative test on the consumer loans at big branches and small branches, it is known that there is significant difference in the amount of realization of loans at the big and small branches. It indicates that the greater number of small branches and their locations which are distributed in the residential and office areas contribute quite a big deal in the marketing of consumer loans product at Provincial Office IV of Bank Mandiri, whereas the big branches which are located in the office areas only gives insignificant contribution.
Kata Kunci : Consumer Loan, identified the barriers, consumer loans product, interest rate, administration, identifikasi hambatan pemasaran, produk consumer loans, tingkat suku bunga, proses administrasi
