Pengaruh Kualitas Pelayanan Jasa Dan Tingkat Suku Bunga Terhadap Keputusan Nasabah Dalam Pengambilan Kredit Usaha Rakyat (KUR) (Studi Pada Nasabah PT. Bank Rakyat Indonesia Unit Ledokombo Kabupaten Jember)

Abstract

Banking has a very important role in the economy, one of the main functions of which is to support economic growth through credit provision. The variety of needs and capital encourages people to use KUR as a way to get additional capital financing to increase their production results. In addition, several financing institutions strive to provide the best service and offer competitive interest rates. The purpose of this study was to determine: 1) the partial influence of service quality variables and interest rates on customer decisions to choose KUR at PT. BRI Ledokombo Unit, (2) the simultaneous influence of service quality variables and interest rates on customer decisions to choose KUR at PT. BRI Ledokombo Unit. The research method used is correlational quantitative research. The population of this study was KUR customers at PT. BRI Ledokombo Unit, Jember Regency in 2023, totaling 745 debtors. The sample of this study was determined using the Slovin formula of 88 people using a purposive sampling technique. The data analysis used was multiple linear regression analysis. The results of the study indicate that the variables of service quality and interest rate levels have a simultaneous influence of 67% on customer decisions in taking KUR at PT. Bank Rakyat Indonesia Ledokombo Unit, Jember Regency. The interest rate variable has an influence on customer decisions in taking KUR at PT. BRI Ledokombo Unit, Jember Regency by 45%, while the variable of service quality also has a significant influence on customer decisions in taking KUR by 22%