IMPLEMENTASI KOMUNIKASI PEMASARAN TERHADAP PEMULIHAN PIUTANG PADA PERUMNAS KARAWANG

This study aims to analyze the Implementation of Marketing Communication in Efforts to Recover receivables both KUM (Lack of Down Payment) and KLT (Excess Land Area) at Perum Perumnas Karawang Project. In today's business world, accounts receivable collection is a major challenge for several industries, which requires an effective communication approach to ensure smooth cash flow and financial stability of the Company. Accounts receivable itself is a number of bills arising from the sale and purchase of goods or services on credit which will then be paid by consumers in accordance with the terms agreed by the two parties. The impact of the existence of receivables for a company is that it can risk losses for the company and affect the profitability of a company. The method used in this research is a qualitative descriptive method with the use of secondary data through direct observation to the field, collection staff interviews and documentation, the results of the study show that a clear, responsive, aggressive and personalized communication strategy has an influence on the level of receivable recovery. The results of this study provide information to Perum Perumnas and other companies in the same industry on how best to optimize their communication methods to improve the efficiency of receivables collection. Kata kunci : marketing communication strategy_accounts receivable collection_accounts receivable recovery rate