Faktor Faktor Yang Mempengaruhi Keputusan Nasabah Mengunakan Jasa Agen Brilink Di Kecamatan Binduriang Kabupaten Rejang Lebong

Abstrak

The factors of location, service quality, and product quality play a significant role in customers' decisions to use BRILink agent services. Customer satisfaction is crucial in business, and achieving it requires attention to these key factors. When location, service quality, and product quality align with customers' needs, they are more likely to decide to use the services. This study aims to identify the factors influencing customers' decisions to use BRILink agents in Binduriang District, Rejang Lebong Regency. The research employs a descriptive approach. The population for this study consists of 110 individuals in Binduriang District who are customers of BRILink agents. The census method was used, and data were collected through questionnaires. The data analysis method applied is the rating scale. The questionnaire results, on average, indicate that respondents perceive the four factors as influential in their decision-making process when using BRILink agent services in Binduriang District. This confirms that these factors significantly affect customers' decisions.