Abstract :

Export is one of the influential factors in national economic growth. Increasing exports and investment made by developing countries can boost output and economic growth. To bolster Indonesia’s export performance Bank Negara Indonesia currently working on the development of a new business model called Xpora, which specifically targets business actors in the export sector within the Micro, Small, and Medium Enterprises segments with a primary focus on empowering and facilitating them. Looking at the acquisition side, it is recorded that BNI has 27,321 numbers of export debtor accounts. There were only around 4,000 account that took part in the Xpora incubation program and those who managed to receive financing were 195 debtors or around 0.7% of the total export account. That indicates Xpora Acquisition strategy didn’t work well. Research was conducted using quantitative methods through survey media using the Five A’s concept to measure the awareness level of SMEs about Xpora. The results show several low touch points in the Five’s  components that include ‘Ask’, ‘Appeal’, Aware representing Lack of supporting facility and change in consumer behaviour related to information seeking, lack of digital activation and unappealing promotion content, unmatched between service provided and customer needs, lack of awareness of new brand proposition.

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Keywords :

Acquisition, Awareness Level, Five A’s Concept, Small-Medium Enterprises.

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