The Influence of Liquid Collateral Types and Credit Processes Through Digital Marketing On Customer Decisions To Take Cash Collateral Credit at Bank ABC

ABSTRACT


Introduction
Current marketing trends are still growing, along with the increasingly sophisticated technology and also the internet world.Similarly, in the banking world, banking companies began to shift from using conventional marketing, to finally spread their wings to the digital world.Banking utilizes various digital banking applications as a means of marketing (Fang, Qian, & Zou, 2020).Now various banking services in the form of deposit services and financing loans are all inseparable from digitalization.A simple and integrated credit process is now a trend.Ease of transaction is now absolutely necessary to face competition among banking companies (Ivashina, Laeven, & Moral-Benito, 2022).
Cash Collateral Credit (CCC) is one of Bank ABC's credit products that has a low risk level but still does not have a good response from customers and the public.There are several benefits in addition to interest income and credit administration costs that can be obtained from the banking side of CCC products, including: (Bhowmik & Sarker, 2021) 1.Additional collateral that is liquid so that it is easy to execute.2. In addition to increasing outstanding credit, CCC also directly maintains outstanding deposits (Third Party Funds).
3. CCC with additional collateral in the form of liquidity from outside Bank ABC also plays a role in the growth of Bank ABC's outstanding deposits (Aivazian, Gu, Qiu, & Huang, 2015).The low growth rate of CCC can be seen from the tables below.1, it is found that CCC 's outstanding has not grown significantly and is still far below 1% (one prosen) both in terms of total outstanding KYD (Credit Granted) and from total outstanding deposits (Wang et al., 2020).2, it is found that CCC 's NoA did not grow significantly and is still further below 1% (one prosen) both in terms of the total KYD NoA given and from the total deposit NoA.Moreover, from Table 2, it can be seen that liquid collateral such as CCC at Bank ABC seems less interested when compared to loans with non-liquid collateral (Zhang, Zhang, Scheffel, & Zhao, 2022).
From the results of the analysis, the company can diagnose several strategic factors to increase outstanding Cash Collateral Credit.This is what prompted the research entitled "The Influence of Liquid Collateral Types and Credit Process through Digital Marketing on Customer Decisions to Take Cash Collateral Credit at Bank ABC".In particular, this research is expected to be a consideration for Bank ABC management in determining CCC outstanding improvement strategies, while in general, the results of this study are expected to add insight related to credit outstanding improvement strategies and can be a reference for further research (Yin, Qiu, & Gan, 2019).This study aims to find out about the influence of the type of liquid collateral on the customer's decision to take Cash Collateral Credit and; The influence of the credit process through digital marketing on the customer's decision to take Cash Collateral Credit at Bank ABC.

Research Methods
As mentioned earlier, this research is a qualitative research framed using the CIT (Critical Incident Technique) method.(Lewis, Ritchie, Ormston, & Morrell, 2003) The research method used in this study is qualitative research method, which is a research method that discusses business goals through a way that allows researchers to describe a phenomenon in detail without depending on numerical measurements (Zikmund & Stanton, 2017).This study uses a qualitative approach because it is in accordance with the purpose of this study, which is to explore and describe a deep understanding of a social phenomenon, namely psychological influences that influence customer decisions.In addition, the phenomenon of psychological influence is one of the issues or areas that still needs to be explored in depth, especially in customer decisions in decision making.
The research approach used in this study is critical incident technique (CIT).Researchers use the CIT method for framing in this study because researchers feel that the CIT method is the most appropriate method to extract more detailed information from informants, because this study seeks to examine the phenomenon of psychological influence that occurs on customer decisions on the influence of the type of collateral required in taking CCC and the influence of the credit process through digital marketing.

Results and Discussion
Here are some research results conducted at several bank ABC branch offices: Bank ABC Main Branch Banking products owned The At Bank ABC Main Branch, the survey results show that: -7 customers have credit, deposits and savings -3 customers have credit and savings In addition to customers who already have credit at Bank ABC, there is also a potential market to be introduced by CCC, namely where companies or government agencies whose pay rolls use Bank ABC (Brown & Moles, 2014).

NO Name Customer
Collateralized items in the bank Results of interview at Bank ABC Main Branch : -3 customers who prefer to pledge land, houses, deposits, savings -2 clients who prefer to pledge land and houses -2 customers who prefer to pledge land, houses, deposits -2 customers who prefer to pledge land, deposits -1 customer who prefers to pledge land, house, savings

Credit products owned
Branch the survey results show that: -5 customers have credit, deposits and savings -5 customers have credit and savings In addition to customers who already have credit at Bank ABC, there is also a potential market to be introduced by CCC, namely where companies or government agencies whose pay rolls use Bank ABC (Parkin, 2016).

NO Name Customer
Collateralized items in the bank The -2 customers who prefer to pledge land, houses and deposits -2 clients who prefer to pledge land and deposits.
-2 customers who prefer to pledge land and houses.
-1 client who prefers to pledge land and savings.
-1 customer who prefers to pledge Land.
-1 customer who prefers to pledge land, house and savings Credit products owned The types of credit taken include: -6 people took CCC credit and business credit -4 people took business credit In addition to customers who already have credit at Bank ABC, there is also a potential market to be introduced by CCC, namely where companies or government agencies whose pay rolls use Bank ABC (Van Bekkum, Gabarro, & Irani, 2018).

Bank ABC Kediri Branch
Banking products owned At Bank ABC Kediri Branch there are: -8 customers have credit, deposits and savings In addition to customers who already have credit at Bank ABC, there is also a potential market to be introduced by CCC, namely where companies or government agencies whose pay rolls use Bank ABC (Grassi, Figini, & Fedeli, 2022).

NO Name Customer
Collateralized items in the bank The results of interviews at Bank ABC Kediri Branch regarding what collateral / collateral customers prefer.
-2 customers who prefer to pledge land, houses, deposits, savings -4 clients who prefer to pledge land, houses, deposits.
-2 customers who prefer to pledge land, houses, savings -1 client who prefers to pledge land and savings.
-1 customer who prefers to pledge Land and deposits Credit Products owned NO Customer name Type of credit taken Achmad Riyadi ✓ ✓ 10 Sulton ✓ Type of credit taken -5 customers took CCC credit and business credit -5 customers took business loans In addition to customers who already have credit at Bank ABC, there is also a potential market to be introduced by CCC, namely where companies or government agencies whose pay rolls use Bank ABC (De, Rajagopalan, Sarda, Das, & Biswas, 2018).

NO Name Customer
Bank ABC Jember Branch At Bank ABC Jember branch there are: -4 customers have credit, and savings -6 customers have credit, deposits and savings In addition to customers who already have credit at Bank ABC, there is also a potential market to be introduced by CCC, namely where companies or government agencies whose pay rolls use Bank ABC.

NO Name Customer
Collateralized items in the bank The results of the interview at Bank ABC Jember Branch regarding what collateral / collateral customers prefer.
-2 customers who prefer to pledge land, houses, and deposits -3 customers who prefer to pledge land, and deposits.
-3 customers who prefer to pledge land, houses, deposits, savings -2 clients who prefer to pledge land and savings.

Credit
At Bank ABC Malang Branch there are: -7 customers have credit, time deposits, savings -3 customers have credit, deposits and savings In addition to customers who already have credit at Bank ABC, there is also a potential market to be introduced by CCC, namely where companies or government agencies whose pay rolls use Bank ABC.Productive credit is an installment technique for a business or opening a business.In general, a person does this outside of his main job.So in addition to meeting the needs of debt, it is also an additional income in addition to the basic salary and benefits received from the company where you work.
Consumer credit is a technique for repaying credit to fulfill personal desires.In other words, you do not receive any profit or profit from this loan.For example, let's say you buy the latest clothes and shoes with a credit card.

Cash Collateral Credit (CCC)
Cash Collateral Credit (CCC) is one of Bank ABC's credit products that has a low risk level but still does not have a good response from customers and the public.There are several benefits in addition to interest income and credit administration costs that can be obtained from the banking side of CCC products, including: 1.Additional collateral that is liquid so that it is easy to execute.2. In addition to increasing outstanding credit, CCC also directly maintains outstanding deposits (Third Party Funds).3. CCC with additional collateral in the form of liquidity from outside Bank ABC also plays a role in the growth of Bank ABC's outstanding deposits.
In research involving several customers, it seems that they have not been enthusiastic in choosing CCC credit.The data obtained from interviews with 10 customers is known to 3 customers who are really interested in CCC credit because they do not have much liquid security in the form of land, buildings, etc.
Then 5 people reasoned that they were not interested in CCC credit because they still needed cash as a reserve for their ongoing business funds and the last 2 customers thought that deposit and savings guarantees were still not familiar so there was an impression that the money would be lost.

Conclusion
It was found that CCC's outstanding did not grow significantly and was still far below 1% (one prosen) both in terms of total outstanding KYD (Credit Granted) and from total outstanding deposits.
The fact that CCC's NoA did not grow significantly and is still further below 1% (one prosen) is both reviewed from the total NoA of KYD given and of the total NoA of deposits.Moreover, from Table 1.2, it can be seen that liquid-type collateral such as CCC at Bank ABC seems less interested when compared to loans with non-liquid collateral.
The potential of CCC in all Bank ABC branches is still very wide open From the survey at Bank ABC branches including Main Branch, Banyuwangi Branch, Kediri Branch, Jember Branch, Malang Branch, on average respondents said they prefer to guarantee non-liquid (land, houses) because the need for Cash quickly is easier than storing assets There has not been much socialization about CCC in several branches of Bank ABC The average credit guarantee at Bank ABC is still in the form of non-liquid assets

Table 1 : CCC Outstanding Table, All Credit and Deposit Schemes for 2017 -2021
Data source : Bank ABC Financial Statements that Have Been Processed From Table

Table 2 CCC NoA Table, All Credit Schemes and Deposits for 2017-2021 Data
source : Bank ABC Financial Statements that Have Been Processed Likewise, from Table in their journal entitled Qualitative Research Practice: A Guide for Social Science Students and Researchers suggest that this type of qualitative research utilizes open discussion to examine and understand the attitudes, views, feelings and behaviors of individuals or groups of people.
Influence of Liquid Collateral Types and Credit Processes Through Digital Marketing On Customer Decisions To Take Cash Collateral Credit at Bank ABC Indonesian Journal of Social Technology, Vol. 5, No. 3, March, 2024 1059 Influence of Liquid Collateral Types and Credit Processes Through Digital Marketing On Customer Decisions To Take Cash Collateral Credit at Bank ABC Indonesian Journal of Social Technology,Vol.5,No.3, March, 20241061The results of interviews at Bank ABC Banyuwangi Branch regarding what collateral customers prefer.
In addition to customers who already have credit at Bank ABC, there is also a potential market to be introduced by CCC, namely where companies or government agencies whose pay rolls use Bank ABC.
The Influence of Liquid Collateral Types and Credit Processes Through Digital Marketing On Customer Decisions To Take Cash Collateral Credit at Bank ABC Based on the Banking Law, the definition of credit is the provision of money or bills that can be equated with it, based on an agreement or loan agreement between a bank and another party, which requires the borrower to pay off his debt after a certain period of time with interest.