<![CDATA[This study examines the strategies employed to develop consumer and retail credit portfolios and identifies the obstacles encountered in achieving profitability at PT Bank Pembangunan Daerah Jawa Barat dan Banten (Bank BJB) Sub-Branch Office (KCP) Maja. A qualitative descriptive approach with a case study design was employed, collecting data through participant observation, in-depth interviews, and document review during an industrial internship from January to March 2025. Findings reveal that Bank BJB KCP Maja operates six integrated strategic pillars: target market segmentation, external partnership development, service and promotion optimization, credit process digitalization, human resource capacity building, and credit evaluation and monitoring reinforcement. In terms of growth, the number of active customers surged by 19.9% in 2023 and accelerated further to 43.9% in 2024. Meanwhile, credit volume growth decelerated from 11.8% to 5.6%, signaling a gap in converting customers into productive debtors. Key obstacles include inadequate human resource capacity, low community financial literacy, and intense competition from technology-based financial institutions (fintech). This study recommends accelerating technology service adoption, expanding community-based financial education programs, and optimizing credit scoring implementation to sustain credit portfolio quality while boosting long-term profitability.]]>
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