THE INFLUENCE OF SERVICE QUALITY, CORPORATE IMAGE AND INTEREST RATE TO CUSTOMER PURCHASE OF MICRO CREDIT
This study was aimed to determine the effect of service quality, corporate image and credit interest rates to the decision-making of micro credit case studies in Bank Prekreditan Rakyat Karyajatnika Sadaya (BPR KS) Bandung. Research was conducted using a descriptive and verivication studies. The samples used were 110 customers of the eight micro branches of BPR KS in Bandung. Hypothesis test using Structural Equation Model (SEM) to determine the effect of service quality, corporate image and credit interest rates on microcredit decision-either partially or simultaneously. The results showed that the quality of services rated as good by the respondent, BPR KS image is also considered to be good by the consumer. Meanwhile the interest rate offered is low or deemed reasonable by consumer. The result of model testing showed a positive and significant effect between service quality and corporate image of the micro-credit retrieval, while interest rates have a negative effect on the development of decision-making on micro credit. For subsequent researchers can conduct the same research in the different area of environment and cultures characteristics or by changing the variables where loyalty and customer relationship management variables can be developed in future research models.