The effect of brand ambassador and promotion intensity towards lender purchase decision through brand awareness at fintech P2P lending platform PT XYZ in Surabaya

Meleniawati, Fitria (2021) The effect of brand ambassador and promotion intensity towards lender purchase decision through brand awareness at fintech P2P lending platform PT XYZ in Surabaya. Undergraduate thesis, Widya Mandala Surabaya Catholic University.

[thumbnail of ABSTRAK] Text (ABSTRAK)
ABSTRAK.pdf

Download (1MB)
[thumbnail of BAB 1] Text (BAB 1)
BAB 1.pdf

Download (294kB)
[thumbnail of BAB 2] Text (BAB 2)
BAB 2.pdf
Restricted to Registered users only

Download (168kB) | Request a copy
[thumbnail of BAB 3] Text (BAB 3)
BAB 3.pdf
Restricted to Registered users only

Download (337kB) | Request a copy
[thumbnail of BAB 4] Text (BAB 4)
BAB 4.pdf
Restricted to Registered users only

Download (630kB) | Request a copy
[thumbnail of BAB 5] Text (BAB 5)
BAB 5.pdf

Download (293kB)
[thumbnail of LAMPIRAN] Text (LAMPIRAN)
LAMPIRAN.pdf
Restricted to Registered users only

Download (1MB) | Request a copy

Abstract

The development of the FinTech Peer-to-Peer Lending Platform in Indonesia can drive the increasing number of Lender or people who want to invest in Peer-to-Peer Lending Platform. The mechanism of the peer-to-peer lending business model is to bridge between a lender with potential borrowers through technology-based systems. This study aimed to acknowledge the effect of brand ambassadors and promotion intensity towards lender purchase decisions through brand awareness at Fintech P2P lending platform PT XYZ in Surabaya. The research was conducted by distributing online questionnaires through Google Form. The researchers used 270 Lenders who have funded at PT XYZ and domiciled in Surabaya as respondents. This research method used SEM (Structural equation modeling), which uses the LISREL program 8.80 Version. Based on the result, the study showed that Brand ambassadors have a positive and significant effect on Lender purchase decisions. Brand ambassadors have a positive and significant impact on brand awareness; Promotion Intensity has a positive and significant effect on brand awareness; Promotion intensity has a significant effect on Lenders Purchase decisions. Furthermore, brand ambassadors have a positive and significant effect on lenders purchasing decisions through brand awareness; And promotion intensity has a positive and significant effect on lenders purchasing decisions through brand awareness. Based on the results, the company needs to strengthen the effectiveness of promotional programs and brand ambassador programs that can adjust to customers' needs and add unique value to differentiate the brand from other similar brands.

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
Contribution
Contributors
NIDN / NIDK
Email
Thesis advisor
Susanti, Christina Esti
NIDN0722076501
susantiesti@yahoo.com
Thesis advisor
Memarista, Gesti
NIDN0715128704
gestimema@ukwms.ac.id
Uncontrolled Keywords: Brand ambassador, promotion intensity, brand awareness, lender purchase decision.
Subjects: Business
Business > Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Fitria Meleniawati
Date Deposited: 28 Jan 2022 00:54
Last Modified: 28 Jan 2022 00:54
URI: http://repository.wima.ac.id/id/eprint/28551

Actions (login required)

View Item View Item