<p>Access to bank loans plays an important role for micro, small and medium enterprises (MSMEs), because of their contribution to employment and GDP. Bank BTN as a state-owned company is committed to the government to expand access to capital for all MSMEs. However, MSME credit distribution by Bank BTN still low. This research aims to analyze consumer behavior in making decisions, analyze the marketing mix, and formulate credit distribution strategies through improving the marketing mix. This research was carried out from July 2023 to October 2023 using qualitative and quantitative approaches. The sampling technique used convenience sampling involving 100 respondents who were then analyzed descriptively to determine consumer behavior in using MSME credit. In quantitative research, data analysis uses SEM-PLS and IPA matrix to determine priorities for improving the marketing mix. The research results show that there is a significant influence of the marketing mix variables product, price, place, promotion, people, process on the decision to use BTN MSME credit. The physical evidence variable does not have a significant effect on the decision to use BTN MSME credit. There are three dimensions of the marketing mix that are priorities for improvement, namely the marketing mix of price, place and process.<strong></strong></p>