Kamdani, Nur (2025) FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN NASABAH MENGGUNAKAN PRODUK BPR ANJUK LADANG: KAJIAN TERHADAP DIGITALISASI LAYANAN DAN DINAMIKA PASAR. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The study examines factors influencing customer decisions in using products of BPR Anjuk Ladang, focusing on service digitalization and market dynamics. A quantitative explanatory approach surveyed 150 active customers. Results show that customer trust has a significantly positive effect on product usage decisions, while human resource (HR) quality has a significant negative effect. Product variety and digital services show no significant direct influence. Customer age significantly moderates the effects of trust and HR quality: trust has a stronger impact on younger customers, while HR quality is more crucial for older customers. Age does not moderate product variety or digital services. These findings highlight the importance of building trust and tailoring digital strategies to different age segments to enhance adoption of BPR products. Keywords: BPR; Customer age; Customer decision; Digital services; Trust
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Magister of Management |
| Depositing User: | NUR KAMDANI |
| Date Deposited: | 18 Sep 2025 03:36 |
| Last Modified: | 18 Sep 2025 03:36 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13751 |
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