MODEL KEPUTUSAN PENGGUNAAN CICILAN ONLINE KREDIT PLUS

Abstract

This study aims to examine and analyze the effect of brand awareness and digital marketing activities on the online consumer behavior towards the purchase decision by online installment without credit card. This study using Fintech (Financial Technology) Kreditplus case (Finansia Multifinance Ltd.). Research data is primary data derived from online questionnaires sent through email to consumers which at least had done transaction with this payment method and they live in Jakarta, Bogor, Depok, Tangerang and Bekasi. Sampling numbers in this research are 100 respondents, and the analysis method used is SEM (Structural Equation Modelling) with AMOS 22 Software. The results from this research showed that brand awareness and digital marketing have significant positive influences to online consumer behavior, and online consumer behavour also has a significant positive influence to purchase decision using this payment method. The online consumer behavior also has a significant and positive influence as mediator variable for brand awareness and digital marketing which affect purchase decision using online installment without credit card by Kreditplus