The Analysis of Consumer Behavior and Customer Satisfaction Toward Credit Card Consumption

Abstract

The topic of this research is to analyze relationship between consumer behavior and customer satisfaction towards credit card consumption of HSBC in Surabaya. This study is performed to find out whether consumer behavior and customer satisfaction collectivity or partially influence credit card consumption of HSBC cardholders. Right now, there are around 5 million cardholders in Indonesia, roughly 50% from the target market. So, in order to get the remains 50% credit card providers trying hard to promote themselves in searching for costumers. In this research, writer wants to reveal, the effect of consumer behavior and customer satisfaction toward credit card consumption. The research use descriptive method by collecting the primary data. This process is done using questionnaires. The result obtained processed with statistical software to answer the hypothesis. Multiple Regression Analysis instrument is used to test if each variable is significantly affecting the consumption decision. As the result, both consumer behavior and customer satisfaction have positive influence towards consumption.