PENGARUH TINGKAT PEMAHAMAN NASABAH TERHADAP KEPUTUSAN MEMILIH PRODUK PEMBIAYAAN DI PT. BPRS BUMI ARTHA SAMPANG KANTOR CABANG KEBUMEN

Nanang Setiawan; Nur Iman Hakim Al Faqih

Nanang Setiawan Institut Agama Islam Nahdlatul Ulama Kebumen
Nur Iman Hakim Al Faqih Institut Agama Islam Nahdlatul Ulama Kebumen

Keywords: Customer Understanding, Decisions, Financing Products

Abstract

This research aims to determine how much influence the level of understanding of customers (X) on the decision to choose financing products (Y) at PT. BPRS Bumi Artha Sampang Kebumen Branch Office. The object of this research is the financing customer at BPRS Bumi Artha Sampang, Kebumen Branch Office. The analytical tool used in this research is to use the Simple Linear Regression method. The test of the measurement scale used by researchers using the test of goodness (Test Of Goodness Fit) is the coefficient of determination (R-Square) using SPSS (Statistical Product and Service Solution) version 25. Based on the results of the Simple Regression analysis, the equation Y = 10.299 + 0.457 X, test the hypothesis that Customer Understanding has a significance value of 0.000 (0.000 <0.1), with coefficients of 0.457 or 45.7% then Customer Understanding has a positive and significant effect on decisions Choosing Financing Products, then obtained an R2 value of 0.373, which means that Customer Understanding affects the Decision to Choose Financing Products by 37.7%. Research shows that Customer Understanding has a positive effect on the Decision to Choose Financing Products at PT. BPRS Bumi Artha Sampang Kebumen Branch Office.