Determination Of Marketing Strategies For Increasing Msme Financing In Indonesia Eximbank

Abstract

This research explores the development of effective marketing strategies to enhance the utilization of export financing programs provided by the Indonesia Eximbank (IEB) among Micro, Small, and Medium Enterprises (MSMEs). Despite disbursing IDR 12.86 trillion in 2023, the financing ratio reached only 19.6%, falling short of the government’s 30% target.

Given MSMEs' vital contribution to Indonesia’s economy, their limited participation in exports is attributed to financing barriers, lack of awareness, and complex procedures. Key challenges identified include complicated requirements, limited outreach, insufficient training, and weak digital communication. Many MSMEs learned about IEB informally, and nearly half were hesitant to recommend its services.

This research use qualitative approach, data were collected through a preliminary survey and in-depth interviews with 18 MSMEs stakeholders from various sectors such as agriculture, textiles, food and beverage, furniture, and fisheries. Based on the data, the study then employs the Value Proposition Canvas and Customer Journey Mapping to identify MSME expectations, pain points, and perceptions, revealing a disconnect between IEB’s offerings and perceived accessibility. SWOT analysis and TOWS matrix was used to formulate the marketing strategies. Which are: (1) simplifying application processes; (2) boosting brand awareness through localized and digital outreach; (3) enhancing website usability and communication tools; (4) offering tailored training and mentoring; and (5) segmenting MSMEs for targeted engagement.