PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN BERTRANSAKSI (STUDI KASUS : NASABAH AGEN BRILINK KECAMATAN BANTARGADUNG, KABUPATEN SUKABUMI)

This research is motivated by the inequality of access to banking services in remote areas such as Bantargadung District, Sukabumi Regency, which hinders financial inclusion. The research objective was to analyze the effect of service quality and price on transaction decisions of BRILink agent customers. The method used was quantitative, involving 99 BRILink customer respondents selected by purposive sampling. Data were collected through questionnaires and interviews. The results showed that partially, service quality and price each had a significant effect on transaction decisions, and simultaneously the F test results also showed that the two X variables together had a significant effect on transaction decisions with the value of F count> from the F table.New findings reveal that although service quality is good, the perception of prices that are considered high is still a major obstacle in increasing transaction volume. The implications of this study emphasize the importance of periodic evaluation of price and improvement of service quality to increase customer satisfaction and loyalty, thereby supporting the development of financial inclusion in disadvantaged areas more effectively.
Keywords: Service Quality, Price, BRIlink Agent Transaction Decision