PENGARUH SUKU BUNGA, CITRA MEREK DAN KUALITAS LAYANAN KREDIT USAHA RAKYAT BANK RAKYAT INDONESIA TERHADAP KEPUTUSAN MEMINJAM NASABAH USAHA MIKRO DI SURABAYA

Abstract

This study aims to describes (1) does the interest rate of KUR of Bank BRI has a significant effect on the decision to borrow micro business customers in Surabaya (2) does the brand image of KUR of Bank BRI have a significant effect on the decision of borrowing micro business customers in Surabaya (3) does the service quality of the KUR of Bank BRI has significant influence to the decision of borrowing micro business customers Surabaya (4) do the interest rate, brand image, and service quality have a significant effect on the decision of borrowing micro business customers in Surabaya. The population in this study are customers of Bank BRI Surabaya. The selected sample is the micro business customers in Surabaya using the KUR product from Bank BRI Surabaya, which is calculated using purposive sampling and run into 110 respondents. The type of data used in this study is the primary data type. Data collection methods used in this study is through the distribution of questionnaires. The method of analysis used in the study is by using multiple linear regression method. The results of this study explain that interest rates, brand image, and quality of services of KUR of Bank BRI, both partially and simultaneously have a significant influence on the decision to borrow micro business customers in Surabaya. These results explain that changes in interest rates, brand image and the quality of services offered by Bank BRI through small business loans can have an impact on the decision of micro business customers residing in Surabaya for lending