Segmenting, Targeting, Positioning (STP) And Service Quality Strategy In Increasing The Number Of Umkm Financing Customers At Bprs Bhakti Sumekar Jember Branch Office

This study aims to analyze the implementation of segmenting, targeting, positioning (STP) strategies and service quality in marketing MSME financing at BPRS Bhakti Sumekar Jember Branch Office. The study used a qualitative descriptive approach. Data were obtained through observation, interviews, and documentation, then analyzed using the Miles and Huberman interactive model which includes data reduction, data presentation, and drawing and verifying conclusions. The results show that MSME financing market segmentation is carried out based on geographic, demographic, psychographic, and behavioral aspects. Geographically, marketing covers the Jember Regency area with several areas as marketing priorities. Demographically, the financing target includes people who own businesses and meet the financing requirements set by the bank. In the psychographic aspect, the assessment of prospective customers is related to character, capacity, capital, business conditions, and collateral through the 5C analysis. Meanwhile, in the behavioral aspect, no specific customer mapping has been found, except for certain services for priority customers. The targeting strategy is implemented through offering various banking products, while positioning is built through an image as a sharia-based financial institution and friendly service. Service quality refers to the six CARTER dimensions: compliance, assurance, responsiveness, tangibles, empathy, and reliability. These findings indicate that the implementation of STP and service quality are important components of MSME financing marketing strategies, although this study did not quantitatively measure their impact on increasing customer numbers.