THE EFFECT OF SERVICE MARKETING MIX ON THE DECISION TO TAKE PEOPLE'S BUSINESS CREDIT (KUR) AT THE BRI BALIKPAPAN BARAT UNIT

Abstract

The purpose of this study is to prove whether simultaneously the service marketing mix in the form of products, promotions, processes, people, locations, prices or interest and services (Customer service) have a joint influence on customer decisions to take KUR at BRI Unit Balikpapan Barat. And to prove which partially among the service marketing mix in the form of products, promotions, processes, people, locations, prices or interest and services (Customer service) has a dominant influence on customer decisions to take KUR at BRI Unit Balikpapan Barat. In this study, the method used is multiple linear regression equation, where the regression equation is obtained: Y = 0.429 + 0.359 X1 - 0.262 X2 + 0.232 X3 + 0.263 X4 - 0.175 X5 + 0.487 X6 + 0.001 X7 + ei. The multiple linear regression analysis model equation shows the influence of each independent variable on the dependent variable, which is indicated by the regression coefficient of each independent variable. The regression coefficient of the independent variable with a positive sign means that the independent variable has a unidirectional influence on the dependent variable and vice versa. While the regression coefficient of the independent variable with a negative sign means that the independent variable does not have a unidirectional influence on the dependent variable and vice versa. To prove the truth of the first hypothesis, the F test is used, namely comparing F count with F table. The first hypothesis proposed in this study can be accepted as true, namely it is suspected that simultaneously the service marketing mix in the form of products, promotions, processes, people, locations, prices or interest and services (Customer service) have an effect on customer decisions to take KUR at BRI Unit Balikpapan Barat. Where the F count value of 4.862 is greater than the F table of 2.11 with a significance of 0.000, which is smaller than the significance level of 0.05. Meanwhile, to prove the second hypothesis, the t-test is used, which is comparing t-count with t-table. Based on the results of the t-test comparison, partially the price or interest has the largest t-count value compared to the t-count of other variables, which is 3.807 greater than the t-table of 1.661 at a significance level of 5%. This means that the price or interest has a significant and dominant influence partially on the customer's decision to take KUR at BRI Unit Balikpapan Barat, so it can be said that the second hypothesis is proven true.