Abstract
This research is motivated by the suboptimal realization of People's Business Credit (KUR) distribution at PT Bank BRI Simpang Pebem Unit despite the continued increase in distribution targets. The study aims to analyze the influence of promotions, service quality, and financing procedures on MSME customer decisions in taking People's Business Credit (KUR), both partially and simultaneously. The study used a quantitative approach with a descriptive design. The study population was 552 MSME customers receiving KUR for the 2021–2025 period, with a sample of 85 respondents determined using the Slovin formula and accidental sampling techniques. Data were collected through Likert-scale questionnaires, interviews, documentation, and literature studies. Data analysis was carried out using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination. The results showed that promotions, service quality, and financing procedures each had a positive and significant effect on customer decisions. Simultaneously, all three variables also had a significant effect with an Adjusted R Square value of 0.433, indicating the model's ability to explain 43.3% of the variation in customer decisions. This study concludes that increasing the effectiveness of promotions, service quality, and ease of financing procedures are important factors in increasing the decision of MSME customers to utilize the People's Business Credit facility at PT Bank BRI Simpang Pebem Unit.