PENGARUH KUALITAS PELAYANAN DAN INTERAKSI DENGAN PEER GROUP TERHADAP KEPUASAN NASABAH BANK CENTRAL ASIA KCU GANG TENGAH SEMARANG MELALUI KEPUTUSAN PEMBELIAN PRODUK

Abstract

Bank is a business entity engaged in services to customers through the collection and distribution of funds. Products sold through fundraising are funding products and products sold through fund channeling are lending products. Funding products can be seen from the growth of Third Party Funds (DPK), which are funds collected or deposited by customers in banks, either through demand deposits, deposits, savings, and other fund products. Whereas lending products are loan products consisting of consumer loans or productive loans. Based on existing data, nominal growth from 2016 to 2018 DPK has increased, but the percentage of target achievement does not meet the annual target set. The percentage decrease in the number of DPK shows that the level of customer purchases of BCA banking products has decreased as a percentage. This study aims to determine the effect of service quality and interaction with peer groups on customer satisfaction through product purchase decisions. The number of samples in this study amounted to 100 customer focus respondents taken by purposive sampling technique. The data obtained were analyzed quantitatively using validity test, reliability test, simple linear regression, multiple linear regression, correlation test and F test as well as the use of the coefficient of determination with the help of SPSS 21 program. From statistical calculations it is known that service quality has a positive influence on product purchasing decisions. Interaction with Peer Group also has a positive influence on product purchasing decisions. Simultaneously the quality of service with peer group interactions has a positive influence on product purchasing decisions. The higher the quality of service and interaction with peer groups, the higher product purchasing decisions will have. With the high product purchasing decisions it was concluded that customer satisfaction was very high. The results of this study are in accordance with the theories of Engel and Blackwell, namely The Consumer Decision Model. Service Quality (stimuli) and Interaction with Peer Group (environmental influences) have a positive effect on Purchasing Decisions (purchase and consumption), followed by Purchase Decisions have a positive effect on Customer Satisfaction (satisfaction). Of the four results of the existing hypothesis that the strongest influence is the Interaction with the Peer Group on Product Purchase Decisions, because it has the highest Beta value of 0.736 and Sig. The lowest is 0 (zero). The conclusion from the research obtained is that respondents believe that service quality and interactions with peer groups affect customer satisfaction through product purchase decisions. In the future, it is hoped that BCA can facilitate the peer group through their community.