Analisis Pengaruh Price, Promotion, People dan Process Terhadap Keputusan Pengajuan Kredit di PT. BPR NBP 15 –Tanah Karo
DOI:
https://doi.org/10.59188/jurnalsosains.v5i7.32336Keywords:
Service Marketing Mix, Credit Application Decision, Rural Banks (BPR)Abstract
Penelitian ini menganalisis pengaruh Price, Promotion, People, dan Process terhadap keputusan nasabah dalam mengajukan kredit pada PT. BPR NBP 15 – Tanah Karo. Permasalahan bermula dari penurunan jumlah peminjam meskipun terjadi peningkatan nilai total kredit yang disalurkan. Tujuannya adalah untuk mengetahui pengaruh secara simultan dan parsial dari keempat variabel tersebut serta mengidentifikasi faktor yang paling dominan. Metode kuantitatif digunakan dengan analisis regresi linier berganda, berdasarkan data primer dari 204 nasabah aktif melalui kuesioner. Hasil penelitian menunjukkan bahwa bahwa variabel Process berpengaruh signifikan terhadap keputusan pengajuan kredit, sedangkan variabel Price, Promotion, dan People tidak berpengaruh signifikan secara statistik, namun tetap relevan secara praktis, menjadi bahan pertimbangan utama dalam menyusun strategi peningkatan kinerja kredit. Studi ini merekomendasikan peningkatan efisiensi prosedur penguatan kompetensi peran karyawan, dan pembaruan strategi promosi untuk memperkuat pengambilan keputusan nasabah dalam layanan mikrobanking.
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