The effect of customer behavior towards rural banks and competitive advantage of commercial banks on customer willingness to deposit money at Rural banks in Jakarta : the mediating role of customer trust towards rural banks

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Prabangkara, Anthony Gah (2023) The effect of customer behavior towards rural banks and competitive advantage of commercial banks on customer willingness to deposit money at Rural banks in Jakarta : the mediating role of customer trust towards rural banks. Graduate thesis, Sekolah Tinggi Manajemen Ipmi.

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Abstract

Most citizens of Jakarta, Indonesia's major city, are still unaware of and uninformed about rural banks. The low exposure made it harder for rural banks in doing its new funding customer acquisition in Jakarta, for asset growth and liquidity for credit disbursement. In addition, the commercial banks also continue to upgrade their services as a result of the digital transformation. Ease of banking such as real time transfers and many other services has been provided by large commercial banks through their latest customer-based technology. Most people living in Jakarta are using big commercial banks as their top-of-mind banking partner in doing daily banking. On the other hand, rural banks are having difficulties in growing its customer base, since their banking products and facilities are very limited compared to commercial banks. The goal of this study is to examine how customer behavior toward rural banks and the competitive advantage of commercial banks affect customers' trust in rural banks, which has a further impact on customers' desire to deposit money at rural banks in Jakarta. Using cluster sampling, the population in the five districts of Jakarta is the sample. 80 respondents were gathered for the sample from March to April 2023. The data was examined utilizing smart PLS4's multiple regression analysis. Four of the seven hypotheses were determined to be true, and the remaining three were deemed to irrelevant. The practical implication of this study shows that in order to increase the number of customers who deposit money at rural banks in Jakarta, rural bankers may want to consider concentrating their sales and marketing strategy on emphasizing the safety of rural banks to their target market customers.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 12 Dec 2023 04:02
Last Modified: 12 Dec 2023 04:02
URI: http://repository.ipmi.ac.id/id/eprint/2306

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