Improving Marketers' Capacity to Achieve Quality Financing Targets at PT Permodalan Nasional Madani Ventura Syariah

Suratman

doi:10.55927/mudima.v6i9.132

Authors

Suratman Institut Keuangan, Perbankan, dan Informatika Asia Perbanas

DOI:

https://doi.org/10.55927/mudima.v6i9.132

Keywords:

Marketer Capacity, Sharia Financing, Resource-Based View, SWOT Analysis, Human Resource Management

Abstract

This study aims to identify the obstacles and strengths of marketers, and to formulate a capacity-building strategy for marketers in achieving quality financing targets at PT Permodalan Nasional Madani Ventura Syariah (PNMVS). A qualitative case study approach was employed, involving three managers and six Generation Y and Z marketers from the Jakarta, Bandung, and Surabaya branch offices as the units of analysis. Data were collected through interviews, observation, and documentation, and analyzed using the Miles and Huberman interactive model of data reduction, data display, and conclusion drawing. The findings show that marketers' main obstacles lie in limited technical and digital competence, administrative burdens, limited access to customer data, and pressure to meet targets amid intense market competition. Conversely, marketers possess strengths in the form of work enthusiasm, flexibility, extensive social networks, and orientation toward Islamic values such as trustworthiness and honesty. A SWOT analysis indicates that a Weakness–Opportunities (WO) strategy is the most relevant, namely leveraging external opportunities such as digital transformation and the growth of the sharia market to address digital competency weaknesses through digital marketing training, the adoption of customer relationship management (CRM), and sustainable talent-development programs. This study contributes theoretically to the literature on values-based human resource development and the Resource-Based View, and practically to PT PNMVS in designing a more contextual and sustainable marketer coaching strategy.

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