ANALYSIS OF THE EFFECT OF SERVICE, PEOPLE AND PHYSICAL EVIDENCE QUALITY ON CUSTOMER DECISIONS IN PT. BANK TABUNGAN NEGARA (PERSERO) TBK

Abstract

The decision to use banking services is something that is needed before choosing a banking institution. This study aims to determine the effect of People and Service Quality on Customer Decision of PT. Bank Tabungan Negara (Persero). The research population is customers who use the services of PT. Bank Tabungan Negara (Persero) Tbk. The study sample used Quota Sampling with an accidental sampling approach of 100 respondents. Data collection techniques of this study were questionnaires and interviews, which were tested for validity and reliability. The data analysis technique uses the classical assumption test, multiple regression, t test, F test and determinant coefficient. Results The multiple regression equation Y = 15.502 + 0.139 X1 + 0.136 X2 + 0.319 X3. The partial test results have the effect of Service Quality on Customer Decisions, there is the influence of the People variable on Customer Decisions, there are psycal evident influences on customer decisions where t 2,240 > t-table 1,984 There is the influence of tcount 2.415 > t-table 1,984. The F test value obtained F count 6.586 > F-table 3.090 with sig 0.002 < α 0.05 shows that People and Service quality significantly influence customer decisions at PT. Bank Tabungan Negara (Persero) Tbk.