Brand Image Dan Suku Bunga Kredit Terhadap Peningkatan Nasabah Kredit di PT Bank Negara Indonesia (Persero) Tbk Kantor Cabang Kediri
Abstract
The rapid development of the global market in recent decades has brought significant changes in various industrial sectors including the banking sector. Tight competition in the banking sector encourages companies to carry out creative and innovative marketing in attracting and retaining credit customers. Brand Image and Credit Interest Rates are two elements that are very influential in the competition in the Indonesian banking sector today. Banks strive to strengthen their Brand Image by providing good service. At the same time, they also compete fiercely in offering competitive Credit Interest Rates. This study aims to examine the effect of Brand Image and Credit Interest Rates on increasing credit customers at PT Bank Negara Indonesia (Persero) Tbk Kediri Branch Office. This research method uses Interviews and Questionnaires analyzed with the SPSS V.29 application. The results of the interviews showed that Brand Image and Credit Interest Rates had a significant influence on increasing credit customers. The results of the multiple linear regression test showed an R Square value of 0.652, which means that 65.2% of the variance in Increasing Credit Customers can be explained by the Brand Image and Credit Interest Rate variables, while 34.8% is explained by other variables. At the end of the study, BNI Kediri Branch Office has succeeded in increasing credit customers through effective Brand Image and Credit Interest Rate strategies, with a superior Brand Image based on the CCSL Survey and competitive credit interest rates. A more structured understanding is needed so that credit customers become optimally loyal.
References
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Garcia, A., & Gonzales, M. (2023). The Impact of Customer Experience on Loyalty in Banking. Journal of Service Research, 76-90.
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Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Gopalakrishnan, G., & Rajesh, G. (2019). Customer Perceptions of Interest Rates and Their Impact on Credit Decisions. Journal of Consumer Finance, 72-85.
Griffin, J. M., & Kelly, K. (2023). Flexible Interest Rates and Financial Risk. Financial Management, 75-90.
Hayati, N., & Sudarwanto, T. (2024). Pengaruh Content Marketing dan Brand Image Terhadap Keputusan Pembelian Produk Lip Tint Barenbliss. Jurnal Pendidikan Tata Niaga (JPTN), 2723-3901.
Hidayat, T., & Kurniawan, A. (2023). Dampak Kepuasan Nasabah terhadap Loyalitas dalam Layanan Kredit. Jurnal Manajemen Keuangan, 45-59.
Huang, Y., & Wang, Z. (2023). Visual Branding and Customer Perception: The Impact of Design Elements on Brand Image. International Journal of Marketing Studies, 45-60.
Indrasari, M. (2019). Pemasaran dan Kepuasan Pelanggan. Surabaya: Unitomo Press.
Jahan, S., Maliszewski, W., & Li, X. (2023). Consumer Behavior and Credit Demand: A Global Perspective. International Journal of Finance & Economics, 245-260.
Johnson, L., & Smith, R. (2024). Managing Customer Data Security in Financial Institutions. Journal of Financial Regulation and Compliance, 50-65.
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Kim, S., & Choi, J. (2023). Adapting to Changing Customer Preferences in Financial Services. Journal of Financial Services Research, 91-108.
Kim, Y., & Park, H. (2023). Effective Marketing Strategies for Strengthening Brand Image. Journal of Marketing Research, 789-804.
Kotler, & Keller. (2020). Manajemen Pemasaran. Jakarta: Erlangga.
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Kumar, V., Anand, A., & Song, Y. J. (2022). Customer Data Platforms: A New Era of Data-Driven Marketing. Journal of Marketing, 1-16.
Lee, S., & Park, J. (2023). The Role of CRM in Enhancing Customer Relationships in Financial Services. Journal of Banking and Finance, 106-120.
Lichtenstein, S., & Slovic, B. (2021). The Impact of Risk Perception on Consumer Decision-Making in Credit Markets. Risk Analysis, 25-39.
Made, D., & Gede, K. (2018). Strategi Digital Marketing, Word Of Mouth (Wom), Service Quality Terhadap Keputusan Pemakaian Jasa Go-Jek. Jurnal Ilmiah Manajemen & Bisnis, Volume 3, No. 2.
Maesaroh, S., & Sucianti, A. (2019). Tingkat Suku Bunga, Brand Image Dan Kepercayaan Terhadap Penyaluran Kredit Di PT. Bank Mandiri (Persero) Tbk Cabang Mandiraja Kabupaten Banjarnegara. JURNAL MEDIKONIS STIE TAMANSIWA BANJARNEGARA, 19.
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Nurfadillah, M. (2023). PROFITABILITAS PERBANKAN: PERMODALAN, RISIKO DAN KEBIJAKAN SUKU BUNGA . Bandung: WIDINA BHAKTI PERSADA .
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Paramita, R., & Rizal, N. (2018). Metode Penelitian Kuantitatif Buku ajar Perkuliahan Metodologi Penelitian Bagi Mahasiswa. Yogyakarta: Azyan Mitra Media.
Patel, V., & Lee, M. (2023). Customer Segmentation and Targeting in Banking Services. Journal of Strategic Marketing, 211-225.
Payne, & Frow. (2021). Strategic Customer Management: Integrating Relationship Marketing and CRM. Cambridgeshire: Cambridge University Press.
Prabowo, R., & Widiastuti, Y. (2024). Analisis Pertumbuhan Portofolio Kredit di Sektor Perbankan Indonesia. Jurnal Ekonomi dan Keuangan, 34-49.
Raharjo, W., & Sari, A. (2023). Tren Aplikasi Kredit dan Implikasinya terhadap Pertumbuhan Nasabah. Jurnal Perbankan dan Keuangan, 75-89.
Rahmawati, N., & Widodo, A. (2023). Analisis Pengaruh Tingkat Suku Bunga, Kualitas Pelayanan Kredit Dan Presedur Kredit Terhadap Keputusan Pengambilan Kredit Pada Bank Rembang. JURNAL EKONOMI DAN BISNIS, 3.
Rita. (2018, 03 27). BRAND IMAGE. Retrieved from Undergraduate Program Global Business Marketing BINUS University: https://bbs.binus.ac.id/gbm/2018/03/27/brand-image/
Rosyda, & Sofyan. (2024, 07 30). Nasabah Adalah: Pengertian, Macam-macam, Contoh, Keuntungannya. Retrieved from Gramedia Blog: https://www.gramedia.com/literasi/nasabah/
Safari, A., & dkk. (2024). The Influence of Brand Image and Customer Experience on Customer Repurchase Intention with Product Quality as a Moderating Variable. Edunomika, Vol 08, No 01.
Sari, D., & Nugroho, B. (2022). Efektivitas Kampanye Pemasaran Kredit dan Dampaknya terhadap Penambahan Nasabah. Jurnal Manajemen Pemasaran, 120-135.
Satriadi, d. (2021). Manajemen Pemasaran. Yogyakarta: Samudra Biru.
Sharma, G. (2021). Haryana: K.R. MANGALAM UNIVERSITY.
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Published
2025-05-14
How to Cite
NASRUDI, Nasrudi; ARISYAHIDIN, Arisyahidin.
Brand Image Dan Suku Bunga Kredit Terhadap Peningkatan Nasabah Kredit di PT Bank Negara Indonesia (Persero) Tbk Kantor Cabang Kediri.
Otonomi, [S.l.], v. 25, n. 1, p. 103-117, may 2025.
ISSN 2657-1684.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/otonomi/article/view/7032>. Date accessed: 16 may 2025.
doi: https://doi.org/10.32503/otonomi.v25i1.7032.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
http://creativecommons.org/licenses/by/4.0
