<![CDATA[This study aims to determine the impact of promotion, service quality, and consumptive behavior on the decision to apply for cash loans at PT. Capella Multidana Medan. The research methodology used is a descriptive quantitative method, with the population consisting of PT. Capella Multidana Medan’s customers. The sample size for this study was determined to be 60 respondents. The analytical methods include validity and reliability tests, classical assumption tests, multiple regression analysis, hypothesis testing using t-test and F-test, and the coefficient of determination (R²) test. Promotion has a partially significant effect on the decision to apply for cash loans at PT. Capella Multidana Medan. Service quality, on the other hand, does not have a partially significant effect on the decision to apply for cash loans at PT. Capella Multidana Medan. Consumptive behavior has a partially significant effect on the decision to apply for cash loans at PT. Capella Multidana Medan. Promotion, service quality, and consumptive behavior simultaneously have a significant effect on the decision to apply for cash loans at PT. Capella Multidana Medan. Penelitian ini bertujuan untuk mengetahui dampak promosi, kualitas pelayanan, dan perilaku konsumtif terhadap keputusan mengajukan pinjaman dana tunai di PT. Capella Multidana Medan. Metodologi penelitian yang digunakan adalah metode deskriptif kuantitatif dengan jumlah populasi dalam penelitian ini adalah konsumen PT. Capella Multidana Medan. Teknik penentuan jumlah sampel yang digunakan dalam penelitian ini berjumlah 60 responden. Metode analisis ini mencakup validitas dan reliabilitas, uji asumsi klasik, analisis regresi berganda, pengujian hipotesis melalui uji t dan F, dan uji koefisien determinasi (R2). Promosi secara parsial berpengaruh signifikan terhadap keputusan mengajukan pinjaman dana tunai di PT. Capella Multidana Medan. Kualitas pelayanan secara parsial tidak berpengaruh signifikan terhadap keputusan mengajukan pinjaman dana tunai di PT. Capella Multidana Medan. Perilaku Konsumtif secara parsial berpengaruh signifikan terhadap keputusan mengajukan pinjaman dana tunai di PT. Capella Multidana Medan. Promosi, Kualitas Pelayanan, dan Perilaku Konsumtif secara simultan berpengaruh signifikan terhadap keputusan pengajuan pinjaman dana tunai di PT. Capella Multidana Medan.]]>
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