Analysis of Credit Marketing Strategy, Credit Granting Procedures and Trust in Customer Satisfaction in Savings and Loan Cooperatives Dhuafa Partners (Komida) Bumiayu Brebes Branch

Abstract

This study aims to determine the influence of credit marketing strategies on customer satisfaction in savings and loan cooperatives, credit granting procedures on customer satisfaction in savings and loan cooperatives, trust in customer satisfaction in savings and loan cooperatives, and analysis of credit granting procedures and credit marketing strategies, credit granting procedures and trust together on customer satisfaction at the Bumiayu Brebes Branch Committee. This study uses a quantitative descriptive approach and the type of research is an empirical study supported by a survey. The population in this study are all customers of the Bumiayu Brebes Branch of the Commission. The sampling technique in this study was random sampling, with the Slovin margin error formula of 10%, obtained by 96 respondents. The data used is primary data in the form of a questionnaire instrument. The results of the study showed that the credit marketing strategy had a positive and significant effect on customer satisfaction at Komida Bumiayu Brebes with a t-value calculated > t table (4.699 > 1.98498); the credit granting procedure has a positive and significant effect on customer satisfaction at the Bumiayu Brebes Branch Commission with a t-value calculated > t table (2.714 > 1.98948); trust has a positive and significant effect on customer satisfaction at the Bumiayu Brebes Branch Commission with at value calculated > t table (3.531 > 1.98948), simultaneously credit marketing strategies, credit granting procedures, and trust have an effect on customer satisfaction at the Bumiayu Brebes Branch Commission with an F value of the > table F = 17.695 > 2.47. The variables of credit marketing strategy, credit granting procedures, and contributing 34.50% had an effect on customer satisfaction at the Bumiayu Brebes Branch Commission, while the remaining 65.50% were influenced by variables that were not studied.