The Effect of Customer Service Quality, Wom, And Brand Trust on Credit Decisions at PT BPR Mitra Catur Mandiri
Keywords:
service quality, Word of Mouth, brand trust, credit decision, BPRAbstract
Introduction/Main Objectives: This study aims to analyze the influence of customer service quality, Word of Mouth (WOM), and brand trust on credit decision-making at PT BPR Mitra Catur Mandiri.
Background Problems: The background arises from the increasingly tight competition among financial institutions, especially Rural Credit Banks (BPR), making it crucial to understand the factors that influence customer decisions to optimize marketing and service strategies.
Research Methods: The research method used is a quantitative approach, distributing questionnaires to customers or potential credit customers. Data analysis uses multiple linear regression, supported by validity tests, reliability tests, and classical assumption tests to ensure model feasibility.
Finding/Results: Customer service quality has a positive and significant effect on credit decision-making. Word of Mouth (WOM) has a significant but negative effect, suggesting that circulating information tends to be less positive and reduces customer interest. Brand trust has a positive and significant effect on credit decisions. Simultaneously, all three variables significantly influence credit decision-making.
Conclusion: This research is expected to help PT BPR Mitra Catur Mandiri formulate strategies to improve services, manage Word of Mouth, and strengthen brand trust to enhance customer decisions in taking out credit.Keywords: service quality, Word of Mouth, brand trust, credit decision, BPR.
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