Article Sidebar

Download
Download PDF

Main Article Content

Abstract

The development of digital banking in Indonesia has significantly changed customer transaction behavior, including at Bank Maybank. Digital services such as M2U and Smart Branch initiatives have encouraged some customers to shift toward online transactions, although many still prefer in-person services at branch offices. This situation requires the bank to identify the factors that influence customers’ decisions to conduct transactions at the branch.


This study aims to analyze the influence of service quality, location, and brand image on customer transaction decisions at Bank Maybank KC Pangkalpinang. The population consists of customers who conduct transactions at the branch, and a sample of 100 respondents was selected using a non-probability sampling technique through accidental sampling. Data were processed using quantitative methods, including instrument testing (validity and reliability), classical assumption tests, and multiple linear regression analysis with t-tests and F-tests, using SPSS version 26.


The results indicate that: (1) Service quality has a positive and significant effect on customer transaction decisions; (2) Location has no positive and insignificant effect on customer transaction decisions; (3) Brand image has a positive and significant effect on customer transaction decisions; and (4) Service quality, location, and brand image simultaneously have a significant effect on customer transaction decisions at Bank Maybank KC Pangkalpinang.

Keywords

Service Quality Business Location Brand Image customer decision

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Harianto, H. (2026). The Effect Of Service Quality, Location, And Brand Image On Customer Decisions To Transact At Bank Maybank Kc Pangkalpinang. Economics and Digital Business Review, 7(1), 189–199. https://doi.org/10.37531/ecotal.v7i1.3649
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Ania, N.F. 2020. Faktor-Faktor yang Mempengaruhi Keputusan Nasabah Memilih Produk Gadai Emas di BRI Syariah KC Semarang, Skripsi.
  2. Arlian, L.C., et al. 2023. The Influence of Brand Image and Sharia Label on Savings Decisions of Customers, Jurnal Ekonomi Syariah.
  3. Bohari, et al. 2025. The Effect of Service Quality, Location, and Brand Image on Customer Decisions at Bank Mandiri KCP Jakarta PIM 1, Jurnal Manajemen.
  4. Burhanudin, H. 2023. Pengaruh Produk, Lokasi, dan Promosi terhadap Keputusan Menabung di Bank Syariah Indonesia (BSI) KCP Sukoharjo Kartasura, Skripsi. Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Raden Mas Said, Surakarta.
  5. Dewi. 2020. Pengaruh Kualitas Pelayanan, Brand Image dan Harga terhadap Keputusan Nasabah BRI Syariah Cabang Malang, Skripsi.
  6. Dewi, L.K.C., et al. 2023. Analisis Pengaruh Kualitas Pelayanan, Brand Image dan Lokasi terhadap Keputusan Nasabah Menabung di Indonesia, Jurnal Ekonomi.
  7. Kotler, P., & Armstrong, G. 2008. Prinsip-Prinsip Pemasaran, Erlangga, Jakarta.
  8. Kotler, P., & Keller, K.L. 2007. Manajemen Pemasaran, Indeks, Jakarta.
  9. Maharani, R., et al. 2023. Faktor-Faktor yang Mempengaruhi Minat Menabung di Bank Syariah (BSI Ex BSM Jakarta Timur), Jurnal Ekonomi Syariah.
  10. Niswatun, & Susilo, E. 2022. Pengaruh Brand Image, Literasi Keuangan Syariah, dan Sharia Governance terhadap Keputusan Menggunakan Jasa Perbankan Syariah. Jurnal Ekonomi dan Bisnis Islam.
  11. Pohan, K. 2023. Pengaruh Promosi, Kualitas Pelayanan, Motivasi, dan Lokasi terhadap Keputusan Nasabah Tabungan Emas Pegadaian, Skripsi. Fakultas Ekonomi dan Bisnis, Universitas Islam Negeri Sumatera Utara, Medan.
  12. Putra, R. 2023. Pengaruh Brand Image, Pelayanan dan Kepercayaan terhadap Keputusan Menjadi Nasabah BSI KCP Palembang, Jurnal Perbankan Syariah.
  13. Rachmawati, A. 2020. Pengaruh Consumer Knowledge, Brand Image, Religiusitas, dan Lokasi terhadap Keputusan Menjadi Nasabah Bank Syariah pada Masyarakat di Wilayah Jakarta, Skripsi. Fakultas Ekonomi dan Bisnis, Universitas Islam Negeri Syarif Hidayatullah, Jakarta.
  14. Rachmawati, A., & Hidayat, R. 2020. Pengaruh Kualitas Pelayanan, Lokasi, dan Citra Perusahaan terhadap Kepuasan Nasabah Bank Mandiri Cabang Malang, Jurnal Administrasi Bisnis.
  15. Ramadhani, A.R. 2023. Pengaruh Kualitas Produk, Promosi, dan Kualitas Pelayanan terhadap Keputusan Nasabah Bank Syariah Indonesia KC Madiun, Skripsi. Fakultas Ekonomi dan Bisnis Islam, Institut Agama Islam Negeri Ponorogo, Ponorogo.
  16. Schiffman, L.G., & Wisenblit, J. 2015. Consumer Behaviour, Pearson Education, England.
  17. Suryani, T. 2017. Manajemen Pemasaran Strategik Bank, Prenamedia Group.
  18. Tjiptono, F. 2002. Strategi Pemasaran, Andi, Yogyakarta.
  19. Tjiptono, F. 2019. Pemasaran Jasa: Prinsip, Penerapan, dan Penelitian, Andi, Yogyakarta.
  20. Wardani, A.P. 2020. Peran Lokasi dan Fasilitas terhadap Keputusan Nasabah Menggunakan Jasa Bank, Jurnal Manajemen.
  21. Weon, H.J., Won, E.H., & Yoon, S.K. 2010. The Study of Location Strategy for Bank, International Journal of u- and e-Service, Science and Technology, 3(1): 21–30.
  22. Wijaya, A.A., & Sukesi. 2024. Pengaruh Kualitas Pelayanan, Brand Image dan Keamanan terhadap Keputusan Nasabah, Jurnal Manajemen.