Analisis Perilaku Dan Keputusan Konsumen Dalam Memilih Lembaga Pembiayaan Untuk Kredit Konsumtif

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.