Proceedings of 32nd International Business Research Conference
23 - 25 November, 2015, Rendezvous Hotel, Melbourne, Australia, ISBN: 978-1-922069-89-4
Factor Affective Decision against Debtor KUR Micro
Agribusiness Sector: Case Study of Bank BRI Purbasari Unit
Muhammad Hakim Haekal
Micro, Small and Medium Enterprises (MSMEs) of agribusiness require
substantial capital to build and expand its business. Speaking of loan
problem solving, the Ministry of Cooperatives and Small Medium
Enterprises creates products People's Business Credit/Kredit Usaha
Rakyat (KUR) Micro. KUR channeled through several banks such as Bank
BRI, BNI, Bank Mandiri, Bukopin, Islamic Bank, and other regional bank.
The government gives a guarantee against the risk by 70 percent while
KUR remaining 30 percent is borne by the executing bank. This study
shows how the decision-making process of the debtor to KUR micro
agribusiness BRI. Stages of the decision-making process are problem
recognition, information search, evaluation of alternatives, purchase
decision, post-purchase behaviour. After that, the identified factors such as
internal factors and external factors affecting the debtor's decision in
choosing KUR agribusiness Micro BRI. This study uses analysis of top two
boxes to determine what factors most affect a debtor's decision in choosing
products agribusiness KUR micro Purbasari BRI units located at Bogor,
West Java, Indonesia. The period of this study started from October to
December 2013. From the research, the internal factors have a stronger
influence than external factors. Internal factors illustrate that the debtor take
Micro KUR BRI because of the needs of the Debtor himself/herself. The
internal factors which have the lowest weighting is the factor of information
processing in which the Bank BRI less provide guidance in the use of KUR
to the debtor. This can be information for BRI Purbasari Unit in creating a
marketing strategy to get more new debtors and retain previous ones.
Keyword: MSME, KUR, decision-making process, top two boxes analysis
*Muhammad Hakim Haekal, SE., Department of Agribusiness, Faculty of Economics and Management,
Insititut Pertanian Bogor, Indonesia, Email: hakim_haekal@hotmail.com