Product and Market Strategies for Mekaar Customer Borrowing at PNM Banyuwangi

Budi Susilo

doi:10.55927/mudima.v6i9.125

Authors

Budi Susilo Perbanas Institute

DOI:

https://doi.org/10.55927/mudima.v6i9.125

Keywords:

Product–Market Strategy, Ultra-Microfinance, SWOT Analysis, Customer Borrowing

Abstract

This study examines product–market strategies for Mekaar customer borrowing at PNM Banyuwangi. A descriptive qualitative case study used interviews, observation, and documentation, with purposive sampling across management, field personnel, active customers, and former customers. Analysis combined Ansoff’s matrix, service marketing dimensions, and SWOT. Findings identify accessible financing, group relationships, and business assistance as sources of product–market fit. Working-capital needs supported borrowing, whereas declining income and sufficient existing capital explained discontinuation. The reported SWOT assessment favored growth, although its scoring provenance requires confirmation. The study recommends needs-based penetration, locally targeted expansion, adaptive services, and assisted digitalization, with repeat borrowing linked to enterprise needs and repayment capacity

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