STRATEGI PENCAPAIAN TARGET ELECTRONIC DATA CAPUTERE (EDC) MERCHANT PADA AGEN BINAAN UNIT KERJA BANK X

Abstract

Abstract: This research is a qualitative study to examine the use of EDC machines at PT. Bank Rakyat Indonesia (BRI) KCP Driyorejo work unit. The focus of this research is to find out the causes of suboptimal achievement of EDC Merchant target at BRI KCP Driyorejo which can hamper the company goals, and then provide a strategy to BRI KCP Driyorejo so that the EDC Merchant target can be achieved. This research uses qualitative approach with case study method. The analyzed data are based on interview result with BRI KCP Driyorejo’s officers who are responsible for EDC, EDC Merchant agents, and EDC Merchant machine users. The results showed that the service of BRI Driyorejo’s EDC officers to the EDC agents had not been effective which resulted in the achievement of transaction and new EDC Merchant agents target had not been achieved. This research uses the concept of 7P marketing mix. With this concept, it can be seen what needs to be improved by BRI KCP Driyorejo so that in the future the EDC Merchant target can be achieved.Keywords: Electronic Data Capture (EDC), Merchant, Agents Target