PENGARUH PRESEPSI NASABAH DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN NASABAH DALAM MENGAMBIL PEMBIAYAAN PADA BANK BSI TERNATE

Abstrak

This study aims to analyze and substantiate the influence of customer perception and service quality on customer decisions in undertaking financing at Bank Syariah Indonesia (BSI) Ternate. Amidst the escalating competition within the Islamic banking industry, a profound understanding of the factors driving customer decisions is crucial for BSI Ternate to maintain and expand its market share. A positive customer perception of the bank's products and image, coupled with superior service quality, are hypothesized to be primary determinants in the financing decision-making process. The research methodology employed is a quantitative approach utilizing a survey method. The research sample consisted of 97 financing customers of BSI Ternate, selected through a purposive sampling technique. Primary data were collected via the distribution of questionnaires, which had been tested for validity and reliability, using a Likert scale to measure the variables of customer perception, service quality, and customer decision. The collected data were subsequently analysed using multiple linear regression analysis with the aid of SPSS software to test the hypotheses partially and simultaneously. The findings indicate that customer perception has a partially positive and significant effect on customer decisions in undertaking financing. Similarly, service quality is proven to have a partially positive and significant influence on customer decisions. The simultaneous results demonstrate that customer perception and service quality collectively exert a significant influence on customer decisions for financing at BSI Ternate. The coefficient of determination (R Square) reveals that both independent variables account for a substantial portion of the variance in the dependent variable, with the remainder attributed to other factors not examined in this study. The implications of these findings underscore that to enhance financing penetration, the management of BSI Ternate must consistently cultivate and maintain a positive perception in the minds of customers while continuously improving service quality across the dimensions of reliability, responsiveness, assurance, empathy, and tangibles.