Analisis Keputusan Konsumen Dalam Penggunaan Fasilitas Kartu Kredit

Frandy Walean, Yeane Koyongian, Ronny Walean

Abstract


Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keputusan konsumen di kota Manado dalam menggunakan fasilitas kartu kredit Bank Mandiri. Latar belakang penelitian ini berangkat dari perkembangan sistem pembayaran yang semakin modern ditandai dengan peningkatan volume transaksi non tunai di Indonesia termasuk di Sulawesi Utara. Desain penelitian ini menggunakan metode survei dengan pendekatan kuantitatif. Data dikumpulkan melalui kuesioner yang dikembangkan dari wawancara mendalam dengan pengguna kartu kredit kemudian diuji validitas dan reliabilitasnya sebelum disebarkan kepada 200 responden dengan 192 responden layak dianalisis. Analisis data dilakukan menggunakan teknik analisis faktor eksploratori dan rotasi varimax. Hasil penelitian menunjukkan terdapat tujuh faktor utama yang mempengaruhi penggunaan kartu kredit Mandiri yaitu iklan, kualitas layanan, promo, citra perusahaan, fasilitas transaksi, keunikan manfaat, dan kemudahan berbelanja. Faktor iklan tercatat memberikan kontribusi variasi terbesar yaitu 39,254%. Temuan ini memberikan implikasi praktis bagi Bank Mandiri untuk memperkuat strategi pemasaran, meningkatkan kualitas layanan, serta mengembangkan fasilitas dan manfaat kartu kredit yang relevan dengan kebutuhan konsumen. Penelitian ini diharapkan dapat menjadi dasar pengambilan keputusan manajerial dalam upaya peningkatan kepuasan dan loyalitas nasabah.

Kata Kunci: Kartu Kredit, Analisis Faktor, Perilaku Konsumen, Kota Manado

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References


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DOI: https://doi.org/10.37531/sejaman.v8i2.9667

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