ANALYSIS OF THE EFFECT OF SERVICE QUALITY, INTEREST RATE, AND COLLATERAL ON KUPEDES DEBTOR LOYALTY THROUGH DEBTOR SATISFACTION AS INTERVENING VARIABLES (Case Study of PT Bank BRI Medan Denai II)
Rina Engelin Siagian (1), Sukaria Sinulingga (2), Amrin Fauzi (2)

Master of Management, University of North Sumatra
rinaengel89[at]gmail.com

Abstract

Credit service can be defined as an act of a person against another person through the presentation of credit in accordance with what the customer needs and wants. The loyalty of bank debtors is a factor supporting the progress of every bank in the banking world. Many factors affect loyalty, including service quality, interest rates and collateral. Satisfaction is also an important factor in increasing debtor loyalty.
This research is causal research using quantitative methods which aims to analyze the effect of service quality, interest rates and collateral on debtor loyalty mediated by debtor satisfaction. The population in this study were all Kupedes credit customers at PT Bank Rakyat Indonesia, Tbk Unit Medan Denai II. Determination of the sample using the Slovin formula in order to obtain 188 research samples. The data collection instrument used a questionnaire and the data analysis used path analysis.
The results showed that service quality had a positive and significant effect on satisfaction (t count X1 (4,907) > t table). Interest rates have a negative and significant effect on satisfaction (t count X2 (-2.013) > t table). Collateral has no effect on satisfaction (t count X3 (1,590) > t table). Satisfaction has a positive and significant effect on loyalty t count Z (15,880) > t table). Service quality has a positive and significant effect on loyalty t count X1 (4.650) > t table). Interest rates have a negative and significant effect on loyalty (t count X2 (-2.674) > t table). Collateral has no effect on loyalty (t count X3 (1.161) > t table). Satisfaction succeeded in mediating the effect of service quality and interest rates on loyalty, while satisfaction could not mediate the effect of collateral on loyalty.

Keywords: Service quality, interest rate, collateral, loyalty, debtor Satisfaction

Topic: Marketing Management