Marketing Strategy For Collateral Assets in The Implementation of Mortgage Execution Auctions at PT. PNM

Abstract

This study investigates the marketing strategy for collateral objects to enhance the auction success rate and support Non-Performing Loan (NPL) resolution at PT Permodalan Nasional Madani (PT PNM). Utilizing a qualitative design with a positivist paradigm, the research analyzes data collected through in-depth interviews with 15 Remedial Managers, field observations of auctions at the State Assets and Auction Service Office (KPKNL), and internal documentation. The study evaluates the core marketing parameters through the Marketing Mix (4P) framework and formulates strategic decisions using IFE, EFE, IE, and SWOT matrix analyses. The internal-external evaluation yields an IFE score of 3.02 and an EFE score of 2.91, positioning the company in Cell II (Grow and Build) of the IE Matrix. Key internal strengths include rigorous legal verification and independent property appraisals, while market demand predictability remains a primary weakness. External findings highlight digital channel expansion as a significant opportunity, counterbalanced by limited local purchasing power in specific regions. The study demonstrates that successful collateral sales depend on multi-channel marketing combining the official Portal Lelang DJKN with digital media and local business networks which directly improves asset recovery rates and reduces non-performing loans