Pengaruh Product Bundling dan Perceived Value terhadap Continuance Intention melalui Kepuasan Debitur KPR Non Subsidi Bank BTN Kantor Cabang Medan

Abstract

The banking industry has undergone significant development in response to increasingly intense competition. As part of its vision to become the primary partner in empowering Indonesian families financially, Bank BTN provides mortgage credit facilities and funding products tailored to customers' needs. This study aims to analyze the influence of product bundling and perceived value on continuance intention through customer satisfaction among non-subsidized mortgage debtors at Bank BTN Medan Branch. The study population comprised all non-subsidized mortgage debtors whose contracts were signed between May 2023 and December 2024 and who actively use BTN mobile banking, totaling 417 individuals. The sample of 81 respondents was determined using the Slovin formula and purposive sampling method. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach. The results indicate that product bundling has a positive but not significant effect on both satisfaction and continuance intention. In contrast, perceived value has a positive and significant effect on both satisfaction and continuance intention. Customer satisfaction also has a positive and significant effect on continuance intention. Moreover, perceived value significantly influences continuance intention through customer satisfaction, while product bundling does not exhibit a significant indirect effect