ANSHORI, MIRZHA (2025) PERAN PROGRAM KREDIT CEPAT (KECE) BRO DALAM MENGURANGIN KETERGANTUNGAN UMKM TERHADAP LEMBAGA PEMBIAYAAN INFORMAL BERBUNGA TINGGI DI KOTA BANDUNG (TA.6.25.001). Diploma thesis, UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL.
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Abstract
Abstrak Penelitian ini bertujuan untuk menganalisis peran Kantor Wilayah (Kanwil) BRI Bandung dalam strategi pemasaran Program Kredit Cepat (KECE) guna meningkatkan pembiayaan kepada pelaku Usaha Mikro, Kecil, dan Menengah (UMKM). Metode yang digunakan adalah metode kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam terhadap pihak internal Kanwil yang terlibat langsung dalam pelaksanaan program. Hasil penelitian menunjukkan bahwa Kanwil memiliki peran penting dalam memberikan arahan strategi, melakukan monitoring dan evaluasi terhadap unit kerja pelaksana, serta mengoptimalkan penggunaan teknologi seperti BRISPOT dalam mempercepat proses pengajuan kredit. Selain itu, sinergi dengan agen BRILink turut membantu menjangkau UMKM di wilayah yang sulit diakses. Meskipun demikian, program KECE masih menghadapi kendala seperti kurangnya edukasi kepada mitra UMi dan rendahnya pemahaman nasabah terhadap perbedaan antara produk KECE dan produk pinjaman lainnya seperti KUR. Kesimpulannya, peran Kanwil BRI dalam strategi pemasaran KECE sangat berpengaruh terhadap peningkatan akses pembiayaan UMKM, dan disarankan agar edukasi kepada mitra dan pemanfaatan teknologi ditingkatkan untuk efektivitas program yang lebih optimal. Kata Kunci: Kanwil BRI, Strategi Pemasaran, Kredit Cepat (KECE), UMKM, BRISPOT Abstract This study aims to explore and analyze the role of the Regional Office (Kanwil) of BRI Bandung in the marketing strategy of the Kredit Cepat (KECE) Program as an effort to increase financing for Micro, Small, and Medium Enterprises (MSMEs). KECE is a financial product designed to provide fast and easy credit access, especially for MSMEs that are underserved by formal financial institutions. This research uses a descriptive qualitative method with data collected through interviews with key personnel at Kanwil BRI involved in the implementation of the KECE program. The findings reveal that Kanwil plays a strategic role in supervising, evaluating, and directing the implementing work units and field officers (Mantri) in executing KECE's marketing strategies. Moreover, digital technology—such as the BRISPOT application—significantly accelerates the loan application process, while collaboration with BRILink agents enhances outreach to remote MSMEs. However, challenges remain, including limited understanding of the program by field partners and customer comparisons with other loan products such as KUR. The study concludes that Kanwil's involvement is essential in increasing MSME access to financing through targeted marketing strategies. It is recommended that partner education be strengthened and the use of digital tools be further optimized to improve the program’s overall effectiveness. Keywords: BRI Regional Office, Marketing Strategy, Kredit Cepat (KECE), MSMEs, BRISPOT
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Sekolah Vokasi > Manajemen Pemasaran D3 |
| Depositing User: | PKL TIGA TIGA |
| Date Deposited: | 17 Jul 2026 04:09 |
| Last Modified: | 17 Jul 2026 04:09 |
| URI: | http://eprints.ulbi.ac.id/id/eprint/4129 |
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