THE INFLUENCE OF MARKETING MIX 4Ps TOWARD MICRO & SMALL ENTERPRISES DECISION TO TAKE PEOPLES BUSINESS LOAN (KUR) (CASE STUDY : BRI UNIT SERTAJAYA, CIKARANG)

Abstract

Micro, Small and Medium Enterprises (MSMEs) are the backbone of the economy in Indonesia, reaching 51.26 million business units or 99.99 % of the existing businesses in Indonesia. But, the number of business units in West Java from 2008 to 2009 is decreased, from 4,273 units into 1,711 business units. Then subsequently from 2009 to 2011, the number of business units has not increased or experiencing a stagnant. To accelerate of real sector development and empowerment of MSMEs, the government launch the People Business Loan (KUR). In this case the researher focus on BRI Unit Sertajaya as a distributor for KUR. The problem is, after the government launch the KUR product through BRI Unit Sertajaya, many micro and small entrepreneurs are immediately filed this credit. But also, there are still many other entrepreneurs who do not want to apply for this credit. Capital seems to be the classic reason confronting the development of MSEs to take KUR. There must be another factors that also influence MSEs to take KUR or not. So based on the problem above, the purpose of this study are trying to see different points of view other than capital factors, such as product, price, place, and promotion of BRI Unit Sertajaya. So this study aims to analysis the product, price, place, and promotion factor that most encourages the Micro and Small Enterprises (MSEs) beside capital factor to take KUR. Methodology in this research is using quantitavive method, that the respondent of this research was the customers KUR of wet food industry of BRI Unit Sertajaya especially in Pasimal, and Pasar Gombong, which consists of 50 respondents. The data in this research was gathered by do an interview and questionnaire that give to the MSEs, and further analyzed using statistical tool which was a Multiple Regression. The result from this research, based on the multiple regression analysis shows that there are two independent variables which are significant toward decision of MSEs to take KUR, that are Product (X1), and Price (X2). While the other independent variable such as Place (X3), Promotion (X4) are not significant influence toward decision of MSEs to take KUR in this research.