Strategy Analysis for Increasing Borrowers of Kredit Multi Guna (KMG) at PT Bank Sumut

Abstract

This study analyzes strategies to increase the number of Kredit Multi Guna (KMG) borrowers at PT Bank Sumut. KMG is a key retail lending product targeting civil servants (ASN) in North Sumatra, contributing significantly to the bank’s revenue structure. Despite holding 56% of the ASN borrower market, growth has slowed due to competition, limited promotion, and procedural constraints. Using a qualitative descriptive method and the SOSTAC framework (Situation, Objectives, Strategy, Tactics, Action, Control), this research evaluates internal and external factors influencing borrower acquisition and formulates strategic recommendations. Data were collected through interviews, observations, and documentation. The findings reveal that PT Bank Sumut must strengthen digital marketing, streamline credit processes, diversify products, and enhance customer relationship management. Improving service quality and brand awareness is also essential to achieving the bank’s 70% market share target by 2026. The study provides managerial implications for regional development banks in optimizing consumer credit growth through digital transformation, structured planning, and customer engagement.