The Influence of Perception and Social Environment on Decision Making to Become a BRI Loan Customer Unit Letda Sudjono Medan with Motivation as an Intervening Variable
Introduction
Consumer decision making is a complex psychological process that plays a crucial role in various industries, including banking services. The decision to become a loan customer is influenced by both internal and external factors. This study focuses on the influence of perception, social environment, and motivation on decision making to become a loan customer at BRI Unit Letda Sudjono Medan.
The Importance of Perception in Decision Making
Perception is a crucial factor in decision making, as it influences an individual's beliefs and attitudes towards a particular product or service. In the context of banking services, perception plays a significant role in shaping an individual's decision to become a loan customer. A positive perception of a bank and its products can increase the likelihood of an individual applying for a loan. Conversely, a negative perception can deter an individual from applying for a loan.
The Role of Social Environment in Decision Making
The social environment also plays a significant role in decision making. Social support from family, friends, or the surrounding community can influence an individual's decision to become a loan customer. A supportive social environment can increase an individual's confidence in their ability to repay a loan, thereby increasing the likelihood of applying for a loan.
The Impact of Motivation on Decision Making
Motivation is often considered an important factor in decision making. However, the results of this study indicate that motivation does not function as a significant intervening variable in decision making to become a loan customer at BRI Unit Letda Sudjono Medan. This suggests that while motivation is important, it is not a critical factor in decision making in this context.
Research Methodology
This study uses a survey method with an Association and Explanatory Research approach. Data was collected through interviews, documentation, and questionnaires distributed to 100 respondents who were chosen purposively and accidental sampling. Hypothesis testing is carried out using a structural equation model (SEM) analysis to determine the effect of the independent variable on the dependent variable, both directly and indirectly through motivation.
Research Results
The results of this study show that the perception and social environment directly have a significant influence on the customer's decision to become a debtor at BRI Unit Letda Sudjono Medan, without having to go through motivation. This suggests that positive perceptions and social environmental support can increase decisions into debtors.
However, the influence of perception and social environment on decisions through motivation does not show significant results. This indicates that although motivation is important in decision making, in this context, it does not act as a variable that mediates the influence of perception and the social environment on the decision to become a customer.
Practical Implications
The results of this study provide guidelines for BRI Unit Letda Sudjono Medan to improve the quality of the loan products they offer. By understanding that positive perceptions and social environmental support can increase decisions into debtors, the bank can make more strategic efforts in building a good image and increase involvement with the surrounding community.
BRI Unit Letda Sudjono Medan is also advised to design programs that can support debtor motivation directly. Although in this study motivation does not function as an intervening variable, increasing motivation can continue to contribute to the customer's overall experience, which in turn can increase customer loyalty and retention.
Conclusion
Positive perceptions and supporting social environments have a significant impact on decision making to become a loan customer at BRI Unit Letda Sudjono Medan. Meanwhile, motivation does not function as an effective intervening variable in this context. By focusing efforts to increase social perceptions and interaction, BRI Unit Letda Sudjono Medan can achieve more debtors and improve the quality of services provided.
Recommendations for Future Research
Future research can build on the findings of this study by exploring the role of motivation in decision making in other contexts. Additionally, research can investigate the impact of other factors, such as financial literacy and risk tolerance, on decision making to become a loan customer.
Limitations of the Study
This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only focuses on the influence of perception, social environment, and motivation on decision making, and does not explore other factors that may influence decision making.
Future Directions for Research
Future research can build on the findings of this study by exploring the role of motivation in decision making in other contexts. Additionally, research can investigate the impact of other factors, such as financial literacy and risk tolerance, on decision making to become a loan customer.
Conclusion
In conclusion, this study provides insights into the influence of perception, social environment, and motivation on decision making to become a loan customer at BRI Unit Letda Sudjono Medan. The findings of this study have practical implications for BRI Unit Letda Sudjono Medan and can inform the development of strategies to improve the quality of loan products and increase customer loyalty and retention.Frequently Asked Questions (FAQs) about the Influence of Perception and Social Environment on Decision Making to Become a BRI Loan Customer Unit Letda Sudjono Medan with Motivation as an Intervening Variable
Q: What is the main focus of this study?
A: The main focus of this study is to investigate the influence of perception, social environment, and motivation on decision making to become a loan customer at BRI Unit Letda Sudjono Medan.
Q: What is the significance of perception in decision making?
A: Perception plays a crucial role in decision making, as it influences an individual's beliefs and attitudes towards a particular product or service. In the context of banking services, perception can increase or decrease the likelihood of an individual applying for a loan.
Q: What is the role of social environment in decision making?
A: The social environment, including support from family, friends, or the surrounding community, can influence an individual's decision to become a loan customer. A supportive social environment can increase an individual's confidence in their ability to repay a loan.
Q: Does motivation play a significant role in decision making?
A: The results of this study indicate that motivation does not function as a significant intervening variable in decision making to become a loan customer at BRI Unit Letda Sudjono Medan. However, motivation can still contribute to the customer's overall experience and increase customer loyalty and retention.
Q: What are the practical implications of this study?
A: The results of this study provide guidelines for BRI Unit Letda Sudjono Medan to improve the quality of loan products and increase customer loyalty and retention. By understanding the influence of perception and social environment, the bank can make more strategic efforts in building a good image and increasing involvement with the surrounding community.
Q: What are the limitations of this study?
A: This study has several limitations, including a relatively small sample size and a focus on only three factors (perception, social environment, and motivation) that influence decision making.
Q: What are the future directions for research?
A: Future research can build on the findings of this study by exploring the role of motivation in decision making in other contexts. Additionally, research can investigate the impact of other factors, such as financial literacy and risk tolerance, on decision making to become a loan customer.
Q: What are the implications of this study for BRI Unit Letda Sudjono Medan?
A: The results of this study have practical implications for BRI Unit Letda Sudjono Medan, including the need to improve the quality of loan products and increase customer loyalty and retention. By understanding the influence of perception and social environment, the bank can make more strategic efforts in building a good image and increasing involvement with the surrounding community.
Q: What are the implications of this study for other banks and financial institutions?
A: The results of this study have implications for other banks and financial institutions, including the need to understand the influence of perception and social environment on decision making. By understanding these factors, banks and financial institutions can develop more effective strategies to improve customer loyalty and retention.
Q: What are the future research opportunities in this area?
A: Future research opportunities in this area include exploring the role of motivation in decision making in other contexts, investigating the impact of other factors on decision making, and developing more effective strategies to improve customer loyalty and retention.
Q: What are the potential applications of this study?
A: The potential applications of this study include improving the quality of loan products, increasing customer loyalty and retention, and developing more effective strategies to build a good image and increase involvement with the surrounding community.