FAKTOR - FAKTOR PENENTU KUALITAS HUBUNGAN DAN MANFAAT YANG DIHARAPKAN UKM PADA LAYANAN KREDIT PERBANKAN BERDASARKAN WILAYAH

The purpose of this research is to seek antecedent factors forming relationship quality and benefit expected by SME’s bank customers on having their credit services. The data were collected using questionair r es being spread to 150 respondents in three different areas: metropolitan , urban and sub urban. The data were then analyzed using factors analysis and discriminant analysis to seek if any determining variables are able differ re l ationship quality and bene fit expected between SME’s bank customers in metropolitan , urban and rural areas. The limitations of this study is the models are tested only in East Java ar ea banking sectors, with metropolitan is represented by Surabaya, urban area is represented by Sido arjo and Gresik, while sub - urban is represented by Mojokerto, Jombang, Kediri and some areas in Madura. This research finding i s: that there were different factors determining relationship quality and benefit based on the area, but the discrimina nt analysi s showed that the variables prediction ability to differ is poor. The result of this study provides strategic options for banking industry to d evelop their SME’s market share based on areas. Keywords : relationship quality, benefits, small medium enterpr ises, metropolitan , urban, sub - urban