KOMUNIKASI PERSUASIF ACCOUNT OFFICER DALAM MENYALURKAN KREDIT KEPADA CALON DEBITUR (SUDY PADA PT. BPR MITRA RAKYAT RIAU)

Abstract

Since starting operations in 2005, Mitra Rakyat Riau Rural Banks have disbursed loans to micro, small, and medium enterprises is an important sector in the economy of Indonesia. Loan amount is always greater than the number is targeted by the company over the last three years (2009-2011). The purpose of this research is to investigate persuasive communication of account officer in disbursing loans (lending) to prospective debitor and to investigate the influence factors. This research using qualitative methods, with purposive sampling techniques that capture informants adapted to the purpose of research, and presented with a descriptive analysis based on primary data and secondary data through data collection techniques nonparticipant observation, in-depth interviews, and documentation. Informants were 10 people. Data analysis techniques using interactive data analysis model Milles and Huberman, where the data obtained and processed to be reduced, is presented, thus resulting a general conclusion. Then the data examination techniques using participatory extension and triangulation of data that is comparing observations with data from interviews. The results of the research indicate that account officer using in itself persuasion techniques to enhance the credibility and personal interests of the debitor starting from the preparation, the visit to the premises of debitor, to the proposed application for credit to superior and negotiating the results of decision making with prospective debitor about the credit limit, repayment period, and binding assurance. The factors that affect persuasive communication of account officer in lending to potential debitor is the human factor, intensive factors of the company, and the factor of prejudice or bias.