PENGARUH PROMOSI, LOKASI DAN PROSEDUR KREDIT TERHADAP KEPUTUSAN NASABAH DALAM MENGAMBIL KREDIT MULTIGUNA DI BANK DKI

HAIRIYAH, SITI (2017) PENGARUH PROMOSI, LOKASI DAN PROSEDUR KREDIT TERHADAP KEPUTUSAN NASABAH DALAM MENGAMBIL KREDIT MULTIGUNA DI BANK DKI. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Over the last five years (2010-2015) Multipurpose credit fortofolio DKI Bank continued to grow every year, but growth over three years (2013-2015) the latter tend to decrease. Multipurpose Loan of 2010-2012 annually on average grew by 584 557 million credit growth Multipurpose since 2013 tended to decrease with an average decline in growth of 350 722 million. This study aims to examine and analyze the effect of Promotion, Location and Customer Credit Procedures Decision Against the Taking Multipurpose Credit at Bank DKI. The sampling technique uses accidental sampling that anyone who happened to meet who are already taking multipurpose loans as respondents of the population. The number of the studied sample of 100 respondents. Method of quantitative analysis by multiple linear regression analysis tool analyzes continued test of determination (R Square), testing the hypothesis partially (t test) and simultaneous (test F) the error tolerance level of 5 per cent. The results showed significant influence on the promotion of the Customer Decision Taking Multipurpose Loan. Locations significant impact on the Customer Decision. Credit procedures significantly influence the customer's decision. Simultaneously third variable significant positive effect on the Customer's decision to contribute the effect of 30.2%. The strongest influence indicated by the influence of the location of the Customer in the Decision Taking Multipurpose Loan. Keywords: promotion, location and customer credit procedures, decision against the taking multipurpose credit. Selama lima tahun terakhir (2010-2015) fortofolio kredit Multiguna Bank DKI terus mengalami pertumbuhan setiap tahun, namun pertumbuhan selama tiga tahun (2013-2015) terakhir cenderung menurun. Kredit Multiguna tahun 2010 s/d 2012 setiap tahun rata-rata tumbuh sebesar Rp. 584.557 juta, pertumbuhan kredit Multiguna sejak tahun 2013 cenderung menurun dengan rata-rata penurunan pertumbuhan sebesar Rp. 350.722 juta. Penelitian bertujuan menganalisis “Pengaruh Promosi, Lokasi dan Prosedur Kredit Terhadap Keputusan Nasabah dalam Mengambil Kredit Multiguna di Bank DKI”. Teknik pengambilan sampel menggunakan accidental sampling yaitu siapa saja yang kebetulan bertemu, bila dipandang cocok sebagai sumber data, dimana peneliti memilih nasabah yang sudah mengambil kredit multiguna sebagai responden dari populasi. Jumlah sampel yang diteliti sebanyak 100 responden. Metode analisis kuantitatif dengan alat analisis Regresi berganda dilanjutkan determinasi (RSquare), Pengujian hipotesis secara parsial (uji t) dan simultan (uji F) dengan tingkat toleransi error 5 persen. Hasil penelitian menunjukkan promosi pengaruh signifikan terhadap Keputusan Nasabah dalam Mengambil Kredit Multiguna. Lokasi berpengaruh signifikan terhadap Keputusan Nasabah. Prosedur kredit berpengaruh signifikan terhadap Keputusan Nasabah. Secara simultan ketiga variable berpengaruh positif signifikan terhadap Keputusan Nasabah dengan kontribusi pengaruh sebesar 30.2%. Pengaruh terkuat ditunjukkan oleh pengaruh lokasi terhadap Keputusan Nasabah dalam Mengambil Kredit Multiguna. Kata kunci : promosi, lokasi dan prosedur kredit terhadap keputusan nasabah dalam mengambil kredit multiguna.

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