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Kasnaeny, Kasnaeny
Patria Artha University
Economics, Econometrics & Finance

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Analisis Perilaku dan Keputusan Konsumen Dalam Memilih Lembaga Pembiayaan untuk Kredit Konsumtif Kasnaeny, Kasnaeny
Patria Artha Management Journal Vol 1, No 2 (2017): Patria Artha Manajemen Journal
Publisher : Patria Artha University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (7.612 KB) | DOI: 10.1525/93

Abstract

This study intends to examine the behavior that is behind the consumers decision, inchoosing a financing institution to perform consumer credit. In addition it aims todetermine the factors that influence consumers in deciding their choice in a non-bankfinancing institutions.This study used 125 respondents, determined based on Simple Random Sampling method.The research variable is taken based on the factors that become the attraction of nonbankfinancing company, as many as 22 variables. These variables were tested by theFactor Analysis method. Based on the result of the test on 22 variables, there are 4 corefactors that are: (1) the simple and speed factor of credit process, as the first factor of thegreatest influence, (2) location factor and physical attribute, as second factor, (3) ,ratefactor, and (4) employee service factor, as a fourth factor.The implications of the results of research on marketing strategy, namely: (1) Financingcompanies must be able to compete in various aspects and not only on price, becausefrom the results of research, consumers do not question the high price as long as there ismore value they get, both from service and from another aspect. (2) Consumers willchoose financing companies that fit their expectations, therefore managers of financecompanies should always find out what exactly consumers want, when consumers willbuy, how to buy, where they will buy. (3) Since a finance company is a service company,which essentially sells services (integible product), then the company manager mustmaximize services, ranging from quick procedures, office support, security, to servicesprovided by employees to consumers.
Analisis Perilaku Dan Keputusan Konsumen Dalam Memilih Lembaga Pembiayaan Untuk Kredit Konsumtif Kasnaeny, Kasnaeny
Patria Artha Management Journal Vol 1, No 2 (2017): Patria Artha Manajemen Journal
Publisher : Patria Artha University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (7.612 KB) | DOI: 10.33857/pamj.v1i2.60

Abstract

This study intends to examine the behavior that is behind the consumer's decision, in choosing a financing institution to perform consumer credit. In addition it aims to determine the factors that influence consumers in deciding their choice in a non-bank financing institutions.This study used 125 respondents, determined based on Simple Random Sampling method. The research variable is taken based on the factors that become the attraction of non-bank financing company, as many as 22 variables. These variables were tested by the Factor Analysis method. Based on the result of the test on 22 variables, there are 4 core factors that are: (1) the simple and speed factor of credit process, as the first factor of the greatest influence, (2) location factor and physical attribute, as second factor, (3) ,rate factor, and (4) employee service factor, as a fourth factor.The implications of the results of research on marketing strategy, namely: (1) Financing companies must be able to compete in various aspects and not only on price, because from the results of research, consumers do not question the high price as long as there is more value they get, both from service and from another aspect. (2) Consumers will choose financing companies that fit their expectations, therefore managers of finance companies should always find out what exactly consumers want, when consumers will buy, how to buy, where they will buy. (3) Since a finance company is a service company, which essentially sells services (integible product), then the company manager must maximize services, ranging from quick procedures, office support, security, to services provided by employees to consumers.  
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