The INFLUENCE OF BANK INTEREST RATES AND BRAND IMAGE ON CUSTOMER INTEREST IN APPLYING FOR FOUR-WHEEL VEHICLE FINANCING AT PT. BCA FINANCE BANDAR LAMPUNG

Abstract

In order to provide vehicle financing services for the public, currently PT BCA Finance Bandar Lampung offers financing to people who wish to own four-wheeled vehicles, both new and used vehicles. The purpose of this study is to find out and analyze whether bank interest rates and brand image have an influence on customer interest in applying for four-wheeled vehicle financing at PT. BCA Finance Bandar Lampung. The type of research used in this research is using quantitative research. The sample used was 72 respondents, namely customers of PT BCA Finance Bandar Lampung. Data collection techniques using literature, observation, interviews, documentation and questionnaires. Based on the research results, it is known that bank interest rates and brand image have a positive and significant influence on customer interest in applying for 4-wheeled vehicle financing at PT. BCA Finance Bandar Lampung. Bank interest rates and brand image have an effect of 68.1% on the interest of customers who apply for four-wheeled vehicle financing at PT. BCA Finance Bandar Lampung. While the remaining 31.9% is influenced by other factors not examined in this study.