interest rates are the most dominant factor

Oct 13, 2025 by windailys.com 55 views

Analysis of Factors that Influence Public Decisions to Become Customers of Credit Permaisuri PT. North Sumatra Bank in Medan City

Introduction

The decision to become a credit customer in a bank is a crucial choice for the community, and in Medan City, PT. North Sumatra Bank has become a preferred choice for many people. This study aims to reveal the main factors that encourage people to choose permaisuri loans, thus helping to understand effective marketing strategies and customer needs. By analyzing the factors that influence customer decisions, PT. Bank of North Sumatra can improve its marketing strategies and credit services, ultimately increasing the attractiveness of the Credit Permaisuri and attracting more customers.

Methodology

This study uses a qualitative descriptive method involving 75 Credit Customers Permaisuri PT. Bank of North Sumatra in Medan City, which were randomly selected (random sampling). Data was collected through questionnaires distributed to respondents. The study aimed to identify the main factors that influence customer decisions and provide recommendations for PT. Bank of North Sumatra to improve its marketing strategies and credit services.

Results

The results of this study show that interest rates are the most dominant factor in influencing customer decisions, with 81.33% (61 of 75 respondents) stating that interest rates are the main consideration. This shows that people are sensitive to loan costs and find options with competitive interest rates. In addition to interest rates, this study also found other factors that influence customer decisions, including:

Ease of Submission Process: Customers appreciate the easy and fast credit application process. Speed of Disbursement of Funds: The speed of disbursement of loan funds is very important for most customers. Reputation and trust in PT. Bank Sumut: Customers Choose PT. Bank of North Sumatra because of its good reputation and trust that has been built so far. Friendly and responsive customer service: Customers respect professional, friendly, and responsive customer service to their needs.

It is essential to note that the influence of each factor may be different for each individual. Some customers may prioritize low interest rates, while others are more focused on the ease of the submission process or speed of disbursement of funds.

Analysis and Recommendations

The results of this study provide several recommendations for PT. Bank of North Sumatra in improving marketing strategies and credit services for permaisuri:

Stay committed to offering competitive interest rates. Encouraging an easier and faster submission process. Speed up the process of disbursing loan funds. Improving the quality of customer service with training and development for staff. Running an educational and socialization program about Permaisuri Credit Products and its Benefits.

By paying attention to the main factors that influence customer decisions and applying these recommendations, PT. Bank of North Sumatra can increase the attractiveness of the Credit Permaisuri, attract more customers, and strengthen its position in the Medan City Banking Market.

Conclusion

In conclusion, this study reveals the main factors that influence customer decisions to become customers of Credit Permaisuri PT. North Sumatra Bank in Medan City. The results show that interest rates are the most dominant factor, followed by ease of submission process, speed of disbursement of funds, reputation and trust in PT. Bank Sumut, and friendly and responsive customer service. By understanding these factors, PT. Bank of North Sumatra can improve its marketing strategies and credit services, ultimately increasing the attractiveness of the Credit Permaisuri and attracting more customers.

Implications for Marketing Strategies

The findings of this study have significant implications for marketing strategies of PT. Bank of North Sumatra. The bank should focus on offering competitive interest rates, improving the ease of submission process, speeding up the process of disbursing loan funds, and improving the quality of customer service. Additionally, the bank should run educational and socialization programs about Permaisuri Credit Products and its Benefits to increase customer awareness and understanding of the product.

Limitations of the Study

This study has several limitations. Firstly, the study only involved 75 Credit Customers Permaisuri PT. Bank of North Sumatra in Medan City, which may not be representative of the entire population. Secondly, the study only focused on the factors that influence customer decisions and did not explore other factors that may influence customer behavior. Finally, the study only provided recommendations for PT. Bank of North Sumatra and did not provide a comprehensive analysis of the banking market in Medan City.

Future Research Directions

Future research should aim to explore other factors that influence customer behavior, such as demographic characteristics, financial literacy, and social influence. Additionally, future research should aim to provide a comprehensive analysis of the banking market in Medan City, including the competitive landscape, market trends, and customer needs. By providing a more comprehensive understanding of the banking market, future research can provide more effective recommendations for PT. Bank of North Sumatra and other banks operating in the Medan City market.
Q&A: Factors that Influence Public Decisions to Become Customers of Credit Permaisuri PT. North Sumatra Bank in Medan City

Q: What are the main factors that influence customer decisions to become customers of Credit Permaisuri PT. North Sumatra Bank in Medan City?

A: The main factors that influence customer decisions to become customers of Credit Permaisuri PT. North Sumatra Bank in Medan City are interest rates, ease of submission process, speed of disbursement of funds, reputation and trust in PT. Bank Sumut, and friendly and responsive customer service.

Q: Why are interest rates the most dominant factor in influencing customer decisions?

A: Interest rates are the most dominant factor in influencing customer decisions because people are sensitive to loan costs and find options with competitive interest rates. With high interest rates, customers may be deterred from taking out a loan, while low interest rates can make a loan more attractive.

Q: What is the significance of the ease of submission process in influencing customer decisions?

A: The ease of submission process is significant in influencing customer decisions because customers appreciate the easy and fast credit application process. A smooth and efficient submission process can make a positive impression on customers and increase their likelihood of taking out a loan.

Q: How does the speed of disbursement of funds influence customer decisions?

A: The speed of disbursement of funds is very important for most customers because they need access to funds quickly. A fast disbursement process can increase customer satisfaction and loyalty, while a slow process can lead to frustration and dissatisfaction.

Q: What role does reputation and trust play in influencing customer decisions?

A: Reputation and trust play a significant role in influencing customer decisions because customers choose PT. Bank of North Sumatra because of its good reputation and trust that has been built so far. A bank's reputation and trust can increase customer confidence and loyalty.

Q: How can PT. Bank of North Sumatra improve its customer service to increase customer satisfaction?

A: PT. Bank of North Sumatra can improve its customer service by providing professional, friendly, and responsive customer service to customer needs. This can be achieved through training and development for staff, as well as implementing a customer-centric approach to banking.

Q: What are the implications of this study for PT. Bank of North Sumatra's marketing strategies?

A: The implications of this study for PT. Bank of North Sumatra's marketing strategies are that the bank should focus on offering competitive interest rates, improving the ease of submission process, speeding up the process of disbursing loan funds, and improving the quality of customer service. Additionally, the bank should run educational and socialization programs about Permaisuri Credit Products and its Benefits to increase customer awareness and understanding of the product.

Q: What are the limitations of this study?

A: The limitations of this study are that it only involved 75 Credit Customers Permaisuri PT. Bank of North Sumatra in Medan City, which may not be representative of the entire population. Additionally, the study only focused on the factors that influence customer decisions and did not explore other factors that may influence customer behavior.

Q: What are the future research directions for this study?

A: Future research directions for this study are to explore other factors that influence customer behavior, such as demographic characteristics, financial literacy, and social influence. Additionally, future research should aim to provide a comprehensive analysis of the banking market in Medan City, including the competitive landscape, market trends, and customer needs.