PENGARUH KUALITAS PELAYANAN DAN CITRA PERUSAHAAN TERHADAP KEPUTUSAN NASABAH UNTUK MENABUNG PADA BANK RAKYAT INDONESIA CABANG SOLOK

Abstract

Banking sector plays important role to develop economic growth in every regions andone of effective strategies to win the competition is to create costumer decisions. Among factors that are able to able influence costumer decisions namely service quality and corporate image. Thepurpose of this research want to analyze the impact of service quality and corporate image on costumer decisions Bank Rakyat Indonesia branch Solok. The sampling technique use is purposive sampling and number of useful sample is92 consumers. In order to conduct hypotheses testing, this studyperforms multiple linear regression analysis. The result of analysis display that 1)Variables of service quality was found to have positive and significant impact on costumer decisions, 2)Corporate image was not found to have positive and significant impact on costumer decisions.
Keywords: Service Quality, Corporate Image, Costumer Decisions and Bank Rakyat Indonesia.