Customer Decision Factors to Choose Kredit Usaha Rakyat (KUR) Based on Company Image and Service Quality Mediated with Customer Trust in PT. Bank Negara Indonesia (PERSERO) TBK. Banyuwangi Branch Office

ABSTRACT : This research objective was to know The Customer Decision Factors to choose Kredit UsahaRakyat (KUR) based on Company Image and The Service Quality mediated with Customer Trust in PT. BankNegara Indonesia (Persero) Tbk. Banyuwangi Branch Office. This research used Explanatory Research Method.The population in this research were all the customer of Kredit Usaha Rakyat (KUR) PT. Bank NegaraIndonesia (Persero) Tbk. Banyuwangi Branch Office on 31st December 2023, the total is 3.633 customers.Researchers used the Simple Random Sampling Method or Random Sampling. The determination of the samplesize used by the author in this research is based on the Slovin Method as a measuring tool for calculating samplesize so that research can be made easier. The number of research samples was determined using the SlovinFormula with α = 10%. This study used 200 respondents to avoid answers to the questionnaire that had beendistributed to respondents not being as expected. The data analysis method used Structural Equation Modeling(SEM) with the SmartPLS Application. The research results showed that Company Image influences CustomerTrust. Service Quality influenced Customer Trust. Company Image influenced Customer Decisions. ServiceQuality influences Customer Decisions. Customer Trust influences Customer Decisions. Customer Trustmediated the influenced of Company Image on Customer Decisions. Customer Trust mediated the influence ofService Quality on Customer Decision.

KEYWORDS :Company Image and Service Quality, Customer Trust, Customers Decision.