THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, SALES PROMOTION, AND ELECTRONIC WORD OF MOUTH ON BORROWING DECISIONS VIA KREDIT PINTAR ONLINE LOAN APPLICATION

Authors

  • Muhammad Luthfi Nur Putra Gunawan Faculty of Economics and Business, Universitas Pembangunan Nasional Veteran Jawa Timur, 60294, East Java, Indonesia, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i2.9198

Abstract

In the era of globalization, the development of the industry has transformed into Industry 4.0, where almost all public activities rely on fast and easily accessible internet. One of the applications of the internet is financial technology. Kredit Pintar, a peer-to-peer lending (P2P) fintech product offered by PT Kredit Indonesia since 2018, has obtained the necessary regulatory permission from the Authority Service Finance and has established a strong brand image. This study employs a quantitative approach and focuses on respondents from Sidoarjo who have made purchases using the Kredit Pintar app. The sample size consisted of 111 individuals selected through purposive sampling. The research instrument utilized was a questionnaire, and the collected data was processed using warpPLS. The results of the study indicate that: 1) product quality does not significantly influence borrowing decisions, 2) brand image significantly influences borrowing decisions, and 3) sales promotion significantly influences borrowing decisions. Additionally, the findings reveal indirect relationships, indicating that 4) product quality influences borrowing decisions through electronic word of mouth, 5) brand image influences borrowing decisions through electronic word of mouth, while 6) sales promotion does not significantly influence borrowing decisions through electronic word of mouth.

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Published

2023-08-02

How to Cite

Gunawan, M. L. N. P. (2023). THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, SALES PROMOTION, AND ELECTRONIC WORD OF MOUTH ON BORROWING DECISIONS VIA KREDIT PINTAR ONLINE LOAN APPLICATION. JURNAL ILMIAH EDUNOMIKA, 7(2). https://doi.org/10.29040/jie.v7i2.9198

Issue

Vol. 7 No. 2 (2023): EDUNOMIKA

Section

Articles

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