ANALISIS KOMUNIKASI PEMASARAN DAN PELAYANAN TERHADAP KEPUTUSAN PENGAMBILAN KREDIT DI PT. BANK NEGARA INDONSEIA (PERSERO) TBK, SENTRA KREDIT KONSUMER PEKANBARU DIMODERASI TEKNOLOGI DIGITAL BANKING

Abstrak

The purpose of this research is to examine the effect of marketing communications and service quality on credit taking decisions with digital banking technology as a moderating variable at PT. Bank Negara Indonesia (Persero) Tbk Sentra Kredit Konsumer (SKK) Pekanbaru. The population in this study is people who use KPR FLPP BNI SKK Pekanbaru facilities from January 2022 - December 2022, namely 601 debtors. The number of samples in this study was determined using the Slovin formula. So that the sample that will be used in this study is as many as 240 respondents. The sample collection technique uses a questionnaire. The data analysis used was multiple linear regression and Moderated Regression Analysis (MRA). The results showed that marketing communications had an effect on credit-taking decisions, service quality had an effect on credit-taking decisions, digital banking technology moderated the influence of marketing communications on credit-taking decisions and digital banking technology had
moderated the effect of service quality on credit-taking decisions.