ASTUTI, HERLINA DWI (2018) PENGARUH PRODUK, PROMOSI, KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KREDIT MIKRO PADA PT. BANK MANDIRI (PERSERO), TBK CABANG TANGERANG BUMI PERMATA INDAH. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This a research to examine and analyze the Influence of Products, Promotion, Service Quality on the Decision to Purchase Micro Credit Products at PT. Bank Mandiri (Persero), Tbk Tangerang Branch Bumi Permata Indah). The population in this study were existing borrowing customers in 2015 - 2016. The sampling method used was purposive sampling with the main criteria namely borrowers with a minimum loan period of 1 year. The type of data used in this study is data obtained directly from the results of distributing questionnaires to 170 respondents. The analytical method used in this study is Structural Equation Model (SEM) with Linear Structural Relationship (LISREL) software version 8.80. The results showed that the product had a significant effect on purchasing decisions, promotion had a significant effect on purchasing decisions, service quality had a significant effect on purchasing decisions. Keywords: Products, Promotion, Service Quality, Purchase Decisions Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh Produk, Promosi, Kualitas Pelayanan terhadap Keputusan Pembelian Produk Kredit Mikro Pada PT. Bank Mandiri (Persero), Tbk Cabang Tangerang Bumi Permata Indah). Populasi dalam penelitian ini adalah nasabah existing peminjam tahun 2015 - 2016. Metode sampling yang digunakan adalah purposive sampling dengan kriteria utama yaitu peminjam dengan minimal masa peminjaman 1 tahun. Jenis data yang digunakan dalam penelitian ini adalah data yang diperoleh secara langsung dari hasil penyebaran kuesioner kepada 170 responden. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan software Linear Structural Relationship (LISREL) versi 8.80. Hasil penelitian menunjukkan bahwa produk berpengaruh signifikan terhadap keputusan pembelian, promosi berpengaruh signifikan terhadap keputusan pembelian, kualitas layanan berpengaruh signifikan terhadap keputusan pembelian. Kata kunci: Produk, Promosi, Kualitas Pelayanan, Keputusan Pembelian
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