ANALISIS STRATEGI PEMASARAN KOPERASI KREDIT (CREDIT UNION): STUDI KASUS CREDIT UNION BEREROD GRATIA JAKARTA (CUBG JKT)

One of microfinance institutions are interesting to be observed is credit union (CU). It is caused by credit unions have a unique character of the others economic system, and CU has also been tested and proved to be resistant to the economic crisis in Indonesia in 1997. One of the credit union in Indonesia are being developed at this time is Credit Union of Bererod Gratia, the credit union was founded not only intended solely as a pure business because this credit union keep to promote the social and public services that are non profit. However, in order to survive and compete with other microfinance institutions, CU still require the implementation of an marketing mix strategies effectively and accurately. The research used descriptive and qualitative methods, data collection was conducted by the documents study, and in-depth interviews. Marketing strategy analysis is conducted by using the concept of the marketing mix (product, price, place, and promotion) and it is reinforced with a SWOT analysis, which gave birth to the chosen marketing strategy. The research results showed that the selected marketing mix strategy of Bererod Gratia Credit Union can be implemented by: (1) Preparing for the possibility of elasticity credit period, (2) Design and implement operational standards of service a loan that allows the borrower satisfaction as member of credit union, (3) designing and implementing network expansion of credit union service unit in potential and different areas, (4) Provide incentives to members of the credit union who make payment always on time for a certain period, (5) Improve the quality and quantity of promotion that has been implemented all the time