Encouraging Customers Decisions to Choose SME Loans Based on Salesperson’s Competence, Promotion and Corporate Image with Mediation of Interest of SME Loans Consumers PT. Bank Bukopin, Tbk Jember Branch

Abstract

This study aims to analyze the effect of salesperson's competence, promotion, and corporate image on customer purchasing decisions in choosing SME loans at PT. Bank Bukopin, Tbk, Jember Branch which is mediated by customer interest. The results showed that salesperson's competence had a significant effect on customer interest, while promotion and corporate image had no significant effect on customer interest. Salesperson's competence and promotion have a significant effect on purchasing decisions, while corporate image has no significant effect on customer purchasing decisions. Mediation of customer interest also has a significant effect on customer purchasing decisions in choosing SME loans at PT. Bank Bukopin, Tbk, Jember Branch.