PENGALAMAN NASABAH DALAM PROSES PENGAJUAN KREDIT DI PT NUSANTARA SURYA CIPTADANA PADA KANTOR CABANG CIKARANG

Abstract

This study aims to understand customers’ experiences during the credit application process at PT Nusantara Surya Ciptadana, Cikarang Branch Office. A qualitative descriptive approach was employed to explore customers’ perceptions, emotions, obstacles, expectations, and assessments of service throughout the application journey. Informants were selected purposively and consisted of five customers and three employees involved in the credit process. Data were collected through semi-structured in-depth interviews, non-participant observation, and documentation. Data analysis followed the Miles and Huberman model through data reduction, data display, and conclusion drawing and verification. Credibility was strengthened through source, technique, and time triangulation as well as member checking. The findings show that customers generally had positive experiences. The application procedure was perceived as easy to understand, while employees were considered friendly, communicative, responsive, and transparent in explaining installments, interest, penalties, and procedures. The main obstacles involved incomplete or inconsistent documents, credit-history checks, and verification time. Customers expected faster decisions, simpler administrative requirements, and clearer updates on application progress. Overall, service quality and employee assistance were able to maintain customer satisfaction and trust despite several procedural gaps between actual conditions and ideal expectations.