PENGARUH BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN NASABAH DALAM PENGAMBILAN KPR NON-SUBSIDI PADA PT BANK TABUNGAN NEGARA (PERSERO) TBK KANTOR CABANG PURWAKARTA

This study aims to analyze the effect of brand image and service quality on customers’ decisions in choosing Non-Subsidized Mortgage Loans (KPR Non-Subsidi) at PT Bank Tabungan Negara (Persero) Tbk Purwakarta Branch Office. The research employed a quantitative method with descriptive and verificative approaches. The sample consisted of 100 respondents determined using the Slovin formula. Data were collected through Likert-scale questionnaires and analyzed using validity and reliability tests, descriptive analysis, classical assumption tests, multiple linear regression, coefficient of determination, as well as t-test and F-test with the assistance of SPSS software. The results indicate that brand image and service quality are categorized as strong, as is the customers’ decision to choose Non-Subsidized Mortgage Loans. Partially, brand image has a positive and significant effect on customer decisions (B = 0.373; t = 4.399; sig. = 0.000), and service quality also has a positive and significant effect (B = 0.304; t = 3.746; sig. = 0.000). Simultaneously, both variables significantly influence customer decisions (Fcount = 25.912; sig. = 0.000) with an R Square value of 0.348, indicating that 34.8% of the variation in customer decisions can be explained by brand image and service quality, while the remaining 65.2% is influenced by other variables outside the research model, such as interest rates, promotion, trust, customer satisfaction, process convenience, and customers’ economic conditions. These findings confirm that a strong brand image supported by high service quality enhances customers’ decisions in choosing Non-Subsidized Mortgage Loans at BTN Purwakarta.