PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN TRANSFORMASI BISNIS TERHADAP KEPUASAN PELANGGAN MENGAJUKAN KREDIT UKM PADA PT BANK MANDIRI (PERSERO) CABANG SULAWESI

Rais Haryanto. 2024. The Influence of Product Quality, Service Quality, and Business Transformation on Customer Satisfaction for SME Credit Applicants at PT. Bank Mandiri Branch in Sulawesi, supervised by Ahmad Firman and Dara Ayu Nianty.
This study aims to analyze (1) The partial and simultaneous influence of product quality, service quality, and business transformation on customer satisfaction for SME credit applicants at PT. Bank Mandiri Branch in Sulawesi. (2)
Identify the dominant variable affecting customer satisfaction for SME credit applicants at PT. Bank Mandiri Branch in Sulawesi.
The research methodology used in this study is quantitative. The research was conducted at PT. Bank Mandiri Branch in Sulawesi, with the population and sample being customers who are SME credit applicants at PT. Bank Mandiri Branch in
Makassar, averaging 70 individuals, using saturation sampling technique. Data collection was done through questionnaires, and data analysis was conducted using
multiple regression analysis.
The results of the study indicate that (1) Product quality, service quality, and business transformation have a positive and significant impact on customer satisfaction for SME credit applicants. (2) Simultaneously, product quality, service quality, and business transformation together influence customer satisfaction for SME credit applicants. (3) The dominant variable affecting customer satisfaction for SME credit applicants at PT. Bank Mandiri Branch in Sulawesi is Business Transformation.