Analysis of the Effect of Marketing Mix, Brand Image, and Service Quality on Decision Making of Credit Customers (Case Study of Credit Customers of Pt. Bank Perkreditan Milenia Manado)

Abstract

One of the factors that can influence customer decisions in taking credit PT. Milenia Manado People's Credit Bank is the quality of service performed by the bank. To attract customers' interest in taking credit, companies must be able to provide the best for their customers. This can be done through the quality of service provided by the company to its customers. The better the quality of service provided to customers, the higher the value of customers to the company. In addition, the marketing mix and brand image affect customer decisions in taking credit. This study aims to determine the effect of marketing mix, brand image, and service quality on customer credit decision making at PT. Manado Milenia People's Credit Bank. This study used multiple linear regression analysis and with a total sample of 96 respondents at PT. Manado Milenia People's Credit Bank. The results of this study indicate that the marketing mix, brand image, and service quality simultaneously influence the decision making of credit customers at PT. Manado Milenia People's Credit Bank. The marketing mix influences the decision making of credit customers at PT. People's Credit Bank Milenia Manado, brand image influences the decision making of credit customers at PT. People's Credit Bank Milenia Manado, and service quality influences the decision making of credit customers at PT. Manado Milenia People's Credit Bank. Manado Milenia People's Credit Bank. The results of this study indicate that the marketing mix, brand image, and service quality simultaneously influence the decision making of credit customers at PT. Manado Milenia People's Credit Bank. The marketing mix influences the decision making of credit customers at PT. People's Credit Bank Milenia Manado, brand image influences the decision making of credit customers at PT. People's Credit Bank Milenia Manado, and the quality of service influences the decision making of credit customers at PT. Manado Milenia People's Credit Bank. Manado Milenia People's Credit Bank. The results of this study indicate that the marketing mix, brand image, and service quality simultaneously influence the decision making of credit customers at PT. Manado Milenia People's Credit Bank. The marketing mix influences the decision making of credit customers at PT. People's Credit Bank Milenia Manado, brand image influences the decision making of credit customers at PT. People's Credit Bank Milenia Manado, and the quality of service influences the decision making of credit customers at PT. Manado Milenia People's Credit Bank. Manado Milenia People's Credit Bank. The marketing mix influences the decision making of credit customers at PT. People's Credit Bank Milenia Manado, brand image influences the decision making of credit customers at PT. People's Credit Bank Milenia Manado, and the quality of service influences the decision making of credit customers at PT. Manado Milenia People's Credit Bank. Manado Milenia People's Credit Bank. The marketing mix influences the decision making of credit customers at PT. People's Credit Bank Milenia Manado, brand image influences the decision making of credit customers at PT. People's Credit Bank Milenia Manado, and the quality of service influences the decision making of credit customers at PT. Manado Milenia People's Credit Bank.