Komunikasi Persuasif dan Perilaku Pengambilan Keputusan Debitur: Analisis Akuisisi Mikrokredit KUPEDES di Perbankan Pedesaan

Abstract

This study aims to analyze communication strategies in increasing debtors for KUPEDES loans at BRI Unit Tembokrejo and to examine the procedures for providing KUPEDES loans. This research uses a qualitative method with a case study approach. Data were collected through in-depth interviews, participant observation, and documentation studies involving the Unit Head, Mantri (Account Officer), Customer Service, and debtors. The results showed that BRI Unit Tembokrejo implements O'har's strategic communication theory through three main areas: situational knowledge (understanding the context and applying banking service ethics), goal determination (identifying problems, determining strategies, and allocating resources), and communication competence (message delivery skills with appropriate message types and delivery styles). The communication strategy implemented includes a persuasive approach by Mantri who directly go to the field, maximizing product advantages while minimizing weaknesses, and building commitment between bank officers and prospective debtors. The KUPEDES loan provision procedure goes through several stages: application submission by prospective debtors to Customer Service, file completeness checks, field surveys by Mantri, decision making by the Unit Head, agreement signing, and fund disbursement by Teller. Supporting factors for this communication strategy include flexible operational survey time, adequate operational vehicles, smooth budget, and human resource discipline. The obstacles faced include competition from other financial institutions and the existence of KUR products from BRI itself. This research contributes to the development of strategic communication theory in the context of microfinance institutions and provides practical implications for banking institutions in designing effective communication strategies to increase debtors.