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Strategi Pemasaran Kredit Umum Lainnya (Kul) Sebagai Produk Unggulan Di Pt Bank Sulselbar Cabang Maros Kabupaten Maros

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Strategi Pemasaran Kredit Umum Lainnya (Kul) Sebagai Produk Unggulan Di Pt Bank Sulselbar Cabang Maros Kabupaten Maros 1 STRATEGI PEMASARAN KREDIT UMUM LAINNYA (KUL) SEBAGAI PRODUK UNGGULAN DI PT BANK SULSELBAR CABANG MAROS KABUPATEN MAROS TUGAS AKHIR OLEH : DWINTA OCTORA WULANDARI 1622050013 PROGRAM STUDI AGRIBISNIS PERIKANAN JURUSAN AGRIBISNIS POLITEKNIK PERTANIAN NEGERI PANGKEP 2019 2 3 4 PERNYATAAN Dengan ini saya menyatakan bahwa dalam tugas akhir ini tidak terdapat karya yang pernah diajukan untuk memperoleh gelar sarjana di suatu perguruan tinggi, dan sepanjang pengetahuan saya juga tidak terdapat karya atau pendapat yang pernah ditulis atau diterbitkan oleh orang lain, kecuali yang secara tertulis diacu dalam naskah ini dan disebutkan dalam daftar pustaka. Pangkep, Juli 2019 Yang Menyatakan, Dwinta Octora Wulandari 5 KATA PENGANTAR Assalaamu’alaikum Warohmatullaahi Wabarokatuhu Tiada untaian kata yang lebih indah dan agung yang dapat penulis ucapkan selain puji syukur kehadirat Allah SWT Tuhan Semesta Alam atas segala rahmat, petunjuk dan ridho-Nya sehingga penulis dapat menyelesaikan Tugas Akhir ini.tak lupa pula penulis kirimkan salam serta salawat atas junjungan Nabi besar Muhammad SAW, Sosok Nabi yang telah membawa kita dari alam gelap gulita menuju alam yang dapat kita rasakan seperti saat ini Tugas akhir ini dibuat berdasarkan hasil penelitian yang telah dilaksanakan pada tanggal 3 Januari sampai 2 April 2019 di PT. Bank Sulselbar Cabang Maros. Dalam menyelesaikan tugas akhir ini, penulis banyak memperoleh bantuan dan dorongan dari berbagai pihak sehingga dalam kesempatan ini dengan rendah hati penulis mengucapkan terima kasih kepada Kedua orang tua penulis, Bapak Misran.M.Maurung dan Ibu Rusdia. Terima kasih atas do’a yang tulus dan tiada henti yang selalu mengiringi setiap langkah kaki penulis dan Terima kasih atas dukungan, arahan, semangat, serta kasih sayang yang selalu tercurah untuk penulis. sehingga penulis sudah dapat berada di tahap studi penyusunan Tugas Akhir. Ucapan Terima kasih kepada Seniorita SE.,M.Ak selaku pembimbing I dan Mutmainna SP., M.Si selaku pembimbing II yang senantiasa memberikan kritik 6 dan saran yang sifatnya membangun serta dapat meluangkan waktunya dalam membimbing penulis dalam penyelesaian tugas akhir ini. Dan ucapan terima kasih kepada yang turut mendukung dalam penyelesaiaan Tugas Akhir ini antara lain : 1. Dr. Ir. H. Darmawan, M.P sebagai Direktur Politeknik Pertaniaan Negeri Pangkep 2. Dr. H.Mauli Kasmi, S.Pi., M.Si selaku Ketua Jurusan Agribisnis 3. Abdullah, S.Pi., M.Si selaku Ketua Program Studi Agribisnis Perikanan 4. Dr. Hj.Yuliana, S.Pi., M.Si selaku penguji I dan Ratnawati SE., M.Si selaku penguji II. 5. Bapak/Ibu Dosen beserta teknisi yang ada di Jurusan Agribisnis khususnya dan Politeknik Pertaniaan Negeri Pangkep pada umumnya. 6. Hazjul selaku Pimpinan Cabang PT. Bank Sul-Sel Bar Cabang Maros yang telah memberikan izin kepada penulis untuk melaksanakan PKPM di PT. Bank Sulselbar Cabang Maros 7. Adiba selaku pembimbing Lapangan yang telah memberikan arahan saat melakukan kegiatan PKPM. 8. Para staf pegawai di PT. Bank Sulselbar Cabang Maros khususnya dibagian kredit yang turut membantu dalam memperoleh ilmu maupun informasi yang penulis butuhkan. 9. Para sahabatku (Ika , Fatimah, anggi, Desi, Kak Eli, Ros, Firda, Leni, Ana, Wana) 10. Saudari seperjuangan Lokasi PKPM Ika Fasliawati,Rosmiati dan Risnawati 11. Seluruh teman angkatan XXIX dari Jurusan Agribisnis 7 12. Saudaraku di UKM PERSKA khususnya pengurus 2018. 13. Teman spesial yang banyak membantu penulis dalam penyelesaian tugas akhir ini baik batuan materil maupun non materil. Penulis menyadari bahwa dalam penulisan tugas akhir ini jauh dari kata sempurna. oleh karena itu saran dan kritik yang sifatnya membangun sangat penulis harapkan demi kesempurnaan tugas akhir ini. Wassalamu Alaikum Warahmatullahi Wabarakatu Mandalle, Juli 2019 Penulis 8 DAFTAR ISI Hal. HALAMAN JUDUL ........................................................................................ i HALAMAN PENGESAHAN .......................................................................... ii HALAMAN PERSETUJUAN ......................................................................... iii HALAMAN PERNYATAAN ......................................................................... iv KATA PENGANTAR ..................................................................................... v DAFTAR ISI .................................................................................................... viii DAFTAR TABEL ............................................................................................ x DAFTAR GAMBAR ....................................................................................... xi DAFTAR LAMPIRAN .................................................................................... xii INTISARI ......................................................................................................... xiii ABSTRACT ..................................................................................................... xiv BAB I PENDAHULUAN 1.1 Latar Belakang ......................................................................................... 1 1.2 Rumusan Masalah .................................................................................... 3 1.3 Tujuan Penulisan ...................................................................................... 3 1.4 Manfaat Penulisan .................................................................................... 4 BAB II TINJAUAN PUSTAKA 2.1 Bank .......................................................................................................... 5 2.2 Kredit ........................................................................................................ 10 2.3 Pemasaran ................................................................................................. 13 2.4 Strategi Pemasaran .................................................................................... 16 BAB III METODOLOGI 3.1 Waktu Dan Tempat .............................................................................................. 19 3.2 Jenis Dan Sumber Data ......................................................................................... 19 3.3 Metode Pengumpulan Data ....................................................................... 20 3.4 Metode Analisis Data ............................................................................... 20 9 3.5 Definisi Operasional ................................................................................ 20 BAB IV KEADAAN UMUM PERUSAHAAN 4.1 Lokasi Perusahaan ............................................................................................ 20 4.2 Sejarah Bank ...................................................................................................... 23 4.3 Struktur Organisasi .................................................................................. 24 4.4 Fasilitas Perusahaan ................................................................................. 24 BAB V HASIL DAN PEMBAHASAN 5.1 Gambaran Umum Kredit Umum Lainnya (KUL) ..................................... 25 5.2 Strategi Pemasaran Kredit Umum Lainnya (KUL) ................................... 31 5.3 Kredit Umum Lainnya (KUL) Sebagai Produk Unggulan ...................... 33 BAB VI KESIMPULAN DAN SARAN 6.1 Kesimpulan ................................................................................................ 36 6.2 Saran .......................................................................................................... 37 DAFTAR PUSTAKA ...................................................................................... 38 LAMPIRAN ..................................................................................................... 39 10 DAFTAR TABEL Hal. Tabel 5.1 Data Jumlah Nasabah yang mengajukan kredit, ............................ 33 11 DAFTAR GAMBAR Hal. Lampiran 1.Struktur organisasi PT. Bank Sulselbar Cabang Maros ............. 40 Lampiran 2. Tabel Angsuran Kredit Umum Lainnya(KUL)…………… 41 12 DAFTAR LAMPIRAN Hal. Lampiran 3.Riwayat Hidup ............................................................................ 42 13 INTISARI DWINTA OCTORA WULANDARI. 1622050013.Strategi Pemasaran Produk Kredit Umum Lainnya (KUL) Sebagai Produk Unggulan di PT. Bank Sulselbar Cabang Maros Kabupaten Maros (Studi Kasus Kredit Pegawai Negeri Sipil) (di bimbing oleh Seniorita dan Mutmainna). Tujuan penulisan yaitu untuk mengetahui Strategi Pemasaran Produk Kredit Umum Lainnya (KUL) Sebagai Produk Unggulan di PT. Bank Sulselbar Cabang Maros Kabupaten Maros. Jenis dan sumber data yang di gunakan dalam penulisan tugas akhir ini adalah data primer yang merupakan sumber data yang diperoleh secara langsung dari pihak pertama, Sumber data yang di gunakan adalah data sekunder yaitu data yang di peroleh melalui catatan-catatan atau dokumen- dokumen dengan masalah yang diteliti. Metode penulisan yang digunakan adalah 1) Penulisan deskriptif kualitatif yaitu metode untuk menyelidiki objek yang tidak dapat diukur dengan angka-angka ataupun ukuran lain yang bersifat eksak. 2) Penelitian Lapangan yaitu pengumpulan data dengan pendekatan langsung pada sumbernya, penulis juga melakukan Penelusuran Informasi secara langsung dengan pihak bank sekaligus mengambil data-data dan bahan yang berkaitan dengan materi tulisan ini, sebagai penunjang bahan kepustakaan.3) Penelitian Pustaka yang dilakukan yaitu suatu teknik pengumpulan data melalui perpustakaan baik berupa buku-buku literature dengan masalah yang diteliti. Berdasarkan dari hasil penulisan tugas akhir
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