Pengaruh pengetahuan produk, promosi dan kualitas pelayanan terhadap minat pembiayaan di BMT Comal Pemalang

Abstract

This study aims to analyze the influence of product knowledge, promotional strategies, and service quality on members' interest in obtaining financing at BMT Comal, Pemalang. Employing a quantitative associative design, data were gathered from 100 respondents selected based on the Slovin formula. Data collection instruments included questionnaires, interviews, observations, and documentation. The analytical techniques applied involved classical assumption tests, multiple linear regression, as well as t-tests and F-tests at a 5% significance level. The findings reveal that, partially (t-test), product knowledge and service quality contribute positively and significantly to financing interest. This indicates that an increase in members' understanding and service quality is directly proportional to a higher interest in financing. However, the promotion variable did not show a significant influence. Collectively (F-test), all three variables significantly impact the interest in financing at BMT Comal, Pemalang.