PENGARUH KUALITAS LAYANAN, SUKU BUNGA BANK DAN PROSEDUR KREDIT TERHADAP KEPUASAN NASABAH KREDIT PEMILIKAN RUMAH (KPR) PADA BANK BTN CABANG MADIUN

Adinda Siswi Bunga Maharani, NIM 20441834, Accounting Study Program, Faculty of Economics, Universitas Muhammadiyah Ponorogo. Thesis: “The Effect of Service Quality, Bank Interest Rates, and Credit Procedures on Customer Satisfaction of Housing Loans (KPR) at Bank BTN Madiun Branch”.

This study aims to analyze the effect of service quality, bank interest rates, and credit procedures on customer satisfaction in Housing Loans (KPR) at Bank BTN Madiun Branch. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 100 respondents. The sampling technique used was simple random sampling, and data analysis was conducted with the assistance of SPSS software. The results of the study indicate that, partially, service quality has a positive and significant effect on customer satisfaction, which shows that clear, friendly, and responsive services provided by bank employees play an important role in improving KPR customer satisfaction. The bank interest rate variable also has a positive and significant effect on customer satisfaction, indicating that competitive interest rate policies aligned with customers’ financial capabilities can enhance satisfaction. On the other hand, credit procedures do not have a significant effect on customer satisfaction, as they are generally perceived as administrative requirements that must be fulfilled. However, the simultaneous test results show that service quality, bank interest rates, and credit procedures collectively have a significant effect on customer satisfaction. This study highlights that service quality and bank interest rates are the main factors influencing KPR customer satisfaction at Bank Tabungan Negara (BTN) Madiun Branch. Therefore, improving service professionalism and offering competitive interest rates compared to other banks are important strategies to maintain and enhance customer satisfaction.

Keywords: Service Quality, Bank Interest Rates, Credit Procedures, Customer Satisfaction.