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All Journal International Journal of Economics and Management Research
Yuantayanto, Yuantayanto
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Marketing Improvement Strategy For Laku Pandai Agents At Bank Kalteng, Pangkalan Bun Branch Yuantayanto, Yuantayanto; Usup Riassy Christa; Lelo Sintani
International Journal of Economics and Management Research Vol. 5 No. 1 (2026): April: International Journal of Economics and Management Research
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v5i1.661

Abstract

The development of digitalization has contributed to progress in Indonesia’s banking sector, making banking services more flexible and widely accessible to a society with increasingly dynamic needs. A 2021 survey conducted by the Secretariat of the National Council for Financial Inclusion (S-DNKI) showed that 83.60% of adults had recognized and used financial products and services. Despite the growth of agents and bank account ownership, challenges arise regarding the readiness of Laku Pandai agents in marketing available products due to suboptimal understanding and use of digital tools, as well as limited marketing capabilities. Therefore, effective marketing strategies for Laku Pandai agents are needed to generate maximum impact, such as expanding agent outreach to better reach communities in various regions. This study employs a library research method, which involves collecting existing literature, followed by reading, recording, and processing the data. The research was conducted on Laku Pandai agents partnered with the Regional Development Bank of Central Kalimantan, Pangkalan Bun Branch. The conclusion of this study, titled “Marketing Strategy Enhancement for Laku Pandai Agents at the Central Kalimantan Development Bank, Pangkalan Bun Branch,” identifies three key strategies for improving the marketing of Laku Pandai agents in Pangkalan Bun: opening additional sub-branch offices, strengthening agents’ understanding of products and the use of the Betang Mobile application, and enhancing both direct and digital-based promotional activities to ensure wider dissemination of promotional information and potentially increase new account openings
The Effectiveness of "Laku Pandai" Agent Implementation on Service Development at Bank Kalteng, Pangkalan Bun Branch Yuantayanto, Yuantayanto; Usup Riassy Christa; Lelo Sintani; Luluk Tri Harinie
International Journal of Economics and Management Research Vol. 5 No. 1 (2026): April: International Journal of Economics and Management Research
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v5i1.813

Abstract

The Branchless Banking Program for Financial Inclusion, locally known as Laku Pandai, is an initiative by the Financial Services Authority (OJK) aimed at expanding access to banking services for unbanked populations, particularly in remote areas. Given Central Kalimantan’s vast geographical characteristics and limited banking infrastructure, the implementation of Laku Pandai serves as a strategic solution to support financial inclusion. The objectives of this study are: 1) To evaluate the effectiveness of Laku Pandai agent implementation at Bank Kalteng, Pangkalan Bun Branch, and 2) To determine whether customers and agents have derived optimal benefits from the presence of these agents. This study employs a qualitative method with a descriptive approach. Data were collected through in-depth interviews with Laku Pandai agents, customers, and bank officials, supplemented by field observations and documentation. Data analysis followed the Miles and Huberman model, encompassing data reduction, data display, and conclusion drawing. The results indicate that the implementation of Laku Pandai agents at Bank Kalteng, Pangkalan Bun Branch, has generally been effective in improving access to and the quality of banking services for the community. The presence of agents facilitates financial transactions, saves time and costs, and enhances customer convenience. Nevertheless, the program's effectiveness still faces challenges such as network limitations, technological infrastructure, and agent liquidity constraints. This study concludes that while the Laku Pandai program contributes positively to increasing financial inclusion, it requires operational strengthening and support to ensure better and more optimal implementation.
Co-Authors Lelo Sintani Luluk Tri Harinie Usup Riassy Christa