MINAT MASYARAKAT TERHADAP PRODUK KPR (Studi Empiris Pada Bank Mandiri KCP Cepu)

-, Sugiyarto (2025) MINAT MASYARAKAT TERHADAP PRODUK KPR (Studi Empiris Pada Bank Mandiri KCP Cepu). Skripsi thesis, Universitas BPD.

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Abstract

This research is motivated by the fluctuation in the realization of mortgage loans (KPR) at Bank Mandiri KCP Cepu, amidst increasing competition between banks in offering similar products. The main problem raised is the low consistency in the increase in the number of mortgage loans, which is suspected to be influenced by several factors. This study aims to analyze the influence of service quality, product quality, promotion and location on the interest of prospective customers in taking mortgage loans at Bank Mandiri KCP Cepu. The method used is a quantitative approach with data collection techniques through a Likert-scale questionnaire. The research population is people who are interested in taking mortgage products at Bank Mandiri KCP Cepu, with a sample of 97 respondents obtained through purposive sampling. Data were analyzed using multiple linear regression tests with the help of SPSS 26. The results of the study indicate that the four independent variables simultaneously have a significant effect on the interest of prospective customers. Partially, service quality, product quality, promotion and location each have a positive and significant effect on the interest of prospective customers in taking mortgage loans.

Item Type: Thesis (Skripsi)
Additional Information: Penelitian ini dilatarbelakangi oleh fluktuasi realisasi terhadap pengambilan kredit pemilikan rumah (KPR) di Bank Mandiri KCP Cepu, di tengah meningkatnya persaingan antar bank dalam menawarkan produk serupa. Permasalahan utama yang diangkat adalah rendahnya konsistensi peningkatan jumlah realisasi KPR, yang diduga dipengaruhi oleh beberapa faktor. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, kualitas produk, promosi dan lokasi terhadap minat calon nasabah dalam mengambil KPR di Bank Mandiri KCP Cepu. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner berskala Likert. Populasi penelitian adalah masyarakat yang berminat mengambil produk KPR di Bank Mandiri KCP Cepu, dengan jumlah sampel sebanyak 97 responden yang diperoleh melalui purposive sampling. Data dianalisis menggunakan uji regresi linier berganda dengan bantuan SPSS 26. Hasil penelitian menunjukkan bahwa keempat variabel independen secara simultan berpengaruh signifikan terhadap minat calon nasabah. secara parsial, kualitas pelayanan, kualitas produk, promosi dan lokasi masing-masing berpengaruh positif dan signifikan terhadap minat calon nasabah dalam pengambilan KPR.
Uncontrolled Keywords: kualitas pelayanan, kualitas produk, promosi, lokasi, minat calon nasabah
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HJ Public Finance
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Wisudawan S1
Date Deposited: 18 Oct 2025 09:04
Last Modified: 18 Oct 2025 09:04
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/2893

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