Creating Value Beyond Transactions: The Invisible Forces Shaping Mortgage Sales at Bank BTN

This study explores the key factors influencing the subsidized mortgage sales performance of Bank BTN, focusing on product innovation, customer service quality, distribution channels, and brand image. A quantitative approach was employed, utilizing surveys from 120 customers who have used or applied for Bank BTN’s subsidized mortgage products. The study found that product innovation, customer service quality, and effective distribution channels significantly contribute to sales performance, with brand image moderating these relationships. Specifically, product innovation, such as flexible loan terms and competitive interest rates, had a positive impact on sales. High service quality was found to enhance customer trust and loyalty, while the use of both physical branches and digital platforms in distribution channels improved accessibility and efficiency. Additionally, a strong brand image amplified the effects of these factors, driving higher mortgage sales. The findings provide valuable insights for both academics and practitioners in the banking sector, offering strategic recommendations for improving the performance of subsidized mortgage products. This research contributes to the literature on financial services marketing and provides practical implications for enhancing customer satisfaction and driving sales in emerging markets like Indonesia. Future studies could examine the impact of additional factors such as financial literacy or government policy on mortgage sales and explore the role of digital transformation in further enhancing mortgage distribution.