The moderating role of multi-finance's brand image on customer intention in choosing home financing in multi-finance company (case study : PT BFI finance Indonesia, Tbk)

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Sidabutar, Desliana (2021) The moderating role of multi-finance's brand image on customer intention in choosing home financing in multi-finance company (case study : PT BFI finance Indonesia, Tbk). Undergraduate thesis, IPMI Business School.

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Abstract

The continued growth of Indonesia's population has resulted in an increase in the number of households, which has resulted in a strong demand for housing. Home financing businesses are dominated by banking. The multi-finance industry is a promising industry. The proportion of home financing for multi-finance companies is still below 1% compared to total home financing in Indonesia. One of the main problems faced by multi-finance distribution related to home financing is the issue of education and opening the market to the public. Also, the brand image of multi-finance companies for home financing is still not well socialized. Little is known about the moderating effect of brand image in the relationship between behavior intention and home financing intentions in multi-finance companies. The objective of the study is to investigate the moderating effect of brand image among attitude, subjective norm, and perceived behavior control on customer intention when choosing a home financing in a multi-finance company using the TPB model. The population was observed in the greater Jakarta Area. The data was analyzed using SPSS v25 and smart PLS3. The finding contributes to the TPB model literature with the moderator variable of multi-finance's brand image. The practical implication of the study is for the manager to consider the strategy for scaling up business home financing in a multi-finance company.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HG Finance
Divisions: Thesis > Master of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 17 Jun 2022 07:48
Last Modified: 17 Jun 2022 07:48
URI: http://repository.ipmi.ac.id/id/eprint/1469

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