EFFECT OF THE BRAND IMAGE, PROMOTION, AND SERVICE QUALITY ON THE CUSTOMER CREDIT DECISIONS PT. BNI TBK ISKANDAR MUDA BRANCH MEDAN
JUPAN RIO SIMANGUNSONG (2022) EFFECT OF THE BRAND IMAGE, PROMOTION, AND SERVICE QUALITY ON THE CUSTOMER CREDIT DECISIONS PT. BNI TBK ISKANDAR MUDA BRANCH MEDAN , SKRIPSI, UNIVERSITAS PRIMA INDONESIA
ABSTRAK
EFFECT OF THE BRAND IMAGE, PROMOTION, AND SERVICE QUALITY ON
THE CUSTOMER CREDIT DECISIONS PT. BNI Tbk
ISKANDAR MUDA BRANCH MEDAN
Jupan Rio Simangunsong, Rahmat Alamsyah Harahap *)
Faculty of Economics, Department of Management
University of Prima Indonesia
(*) corresponding author : rahmatalamsyah@yahoo.com
ABSTRACT
PT. BNI Tbk Iskandar Muda Branch Medan is a State-Owned Enterprise, a government-owned
bank that provides banking services. The problem with brand image was that the brand is
already well-known among urban people, but not so well-known among rural people. The
problem with promotion was that more promotions were carried out in urban areas, while not
many in rural areas because the target of market segmentation for the prospective customers
were in urban areas. The problem of service quality was that the service quality was quite good,
especially in urban areas, but not evenly distributed in suburban and rural areas.
The research method is a quantitative approach, the research type is descriptive quantitative, the
research nature is explanatory. The methods of collecting data with interviews, questionnaires,
and documentation studies. The analysis method is multiple linear regression with classical
assumption testing, namely normality, multicolinearity, and heteroscedasticity. The research
population was 343 customers, the sample with simple random sampling was 185 customers
and 30 respondents were tested for validity and reliability.
The conclusion of the effect of the brand image, promotion, and service quality simultaneously
(F Test) has a positive effect on credit decisions of Fcount 22.085 > Ftable 2.65 with a sig. of 0.000
< 0.05. Partially (t test) the brand image of tcount 1.949 < ttable 1.973 and a sig. of 0.053 > 0.05,
the promotion of tcount 3.931 > ttable 1.973 and a sig. of 0.000 < 0.05, the service quality of tcount
3.228 > ttable 1.973 and a sig. of 0.001 < 0.05. The results of the determination coefficient test
Adjusted R Square of 0.256, it means that the brand image, promotion and service quality effect
on the customer credit decisions with a level of 25.6%, while the remaining 74.4% is due to
other factors, such as bank interest rates, tenors, and the location where the bank is located.
Key words: Brand image, Promotion, Service quality, and Credit decisions
JURNAL
| KATEGORI JURNAL | Jurnal Internasional Bereputasi |
|---|---|
| TAHUN JURNAL | 2022 |
| VOLUME JURNAL | 3 |
| NOMOR JURNAL | 1 |
| NAMA PENERBIT | International Journal of Economic,Technology and Social Sciences (Injects) |
| NOMOR ISSN/ISBN | 27752976 |
| LAMAN PENERBIT (URL) | https://jurnal.ceredindonesia.or.id/index.php/injects |
| LAMAN ARTIKEL (URL) | https://jurnal.ceredindonesia.or.id/index.php/injects/article/view/636/690 |