CUSTOMER PREFERENCES IN CHOOSING BANKS AND TYPES OF CREDIT ON SECURITY AND CREDIT APPLICATION PATTERNS BRI

Abstract

This study aims to analyze customer preferences in choosing banks and types of credit by focusing on security aspects and credit application patterns at Bank Rakyat Indonesia (BRI). Banks have a crucial role in collecting funds and redistributing them for various economic needs, both consumption, investment, and working capital. Factors such as interest rates, ease of credit procedures, and quality of service influence customers' decisions in choosing banks and credit products. This study adopts a qualitative method with a literature study and documentation approach in data collection. The analysis shows that the main factors influencing customer preferences are data security, ease of access, and flexible credit programs. In addition, competitive interest rates and fast and responsive service are also important factors in customer credit decisions. This finding is expected to provide insight for banks in designing more effective marketing strategies to increase customer satisfaction and loyalty.