“Knowledge – Proximity” Analysis: Customer Knowledge and Branch Location Access as Determining Factors in Customer Decisions to Choose a Bank

Abstract

This study aims to determine the role of knowledge and location in customer decisions when choosing Bank Rakyat Indonesia (BRI). This study used quantitative methods, with the population consisting of BRI Unit Kedunggebang customers. The sample consisted of customers who had loans or savings at the bank. The sample used in this study was 50 respondents, and data collection techniques used a questionnaire. The data processing method used was instrument data analysis, classical assumption test analysis (normality test, multicollinearity test, heteroscedasticity test), multiple linear regression, coefficient of determination, and hypothesis testing (t-test and F-test). The results of this study indicate that the knowledge variable partially has a positive and significant effect on customer decisions in choosing savings and loan products. The location variable also has a positive and significant effect on customer decisions in choosing savings and loan products. The knowledge and location variables simultaneously influence customer decisions in choosing savings and loan products at BRI Unit Kedunggebang.

Keywords: Knowledge, Location, Bank Customer Decisions