Determinasi Keputusan Memilih Kredit Pemilikan Rumah Non Subsidi pada PT. Bank Tabungan Negara Wilayah Sumatera Utara

Abstract

Home ownership for the community is a primary need. Bank BTN is one of the banks that focuses on providing Home Ownership Loans (KPR), both subsidized and nonsubsidized mortgages. The problem is that Bank BTN obtains a market share of Non-Subsidized Mortgage, only 17.28% which is much lower than the market share of Subsidized Mortgages (86%). This study aims to analyze the influence of the marketing mix, banking innovation, and digital transformation on the decision to choose Bank BTN's Non-Subsidized Mortgage. The population of this study is nonsubsidized mortgage debtors of Bank BTN in the 2016-2021 period, was 355 people. The sampling technique used is the Proportional Cluster Sampling Method in determining the number of respondents in each study area proportionally and incidental sampling to select respondents in each research area. The number of samples in the study was 270. The analysis tool used is Structural Equation Modelling using the SmartPLS application program. The results showed that variables that have a positive and significant effect on banking innovation are the marketing mix and digital transformation. Meanwhile, the variables that have a positive and significant effect on the decision to choose Non-Subsidized Mortgages are the marketing mix and banking innovation. Banking innovation mediates the influence of the marketing mix and digital transformation on the decision to choose a Non-Subsidized Mortgage. While digital transformation moderates the influence of the marketing mix on the decision to choose a Non-Subsidized Mortgage.