The Influence of Promotion Intensity, Lifestyle, and Ease of Access on Online Loan Purchase Decisions among the Community in Pondok Benda Subdistrict, South Tangerang City

Adela Abdurachman   Nugraha; Bizzma Buana Amriki Soebadio; Temmy Setiawan

doi:10.8888/ijospl.v7i1.230

Authors

Adela Abdurachman Nugraha Tanri Abeng University
Bizzma Buana Amriki Soebadio Tanri Abeng University
Temmy Setiawan Tanri Abeng University

DOI:

https://doi.org/10.8888/ijospl.v7i1.230

Keywords:

Promotion Intensity, Lifestyle, Ease of Access, Purchase Decisions , Online Loans.

Abstract

This study aims to evaluate the influence of promotional intensity, lifestyle, and ease of access on online loan purchase decisions among residents of Pondok Benda Village, South Tangerang City. Online loans have become a popular financing alternative due to their fast process, easy requirements, and high accessibility. The research method used a quantitative approach with a survey technique involving 100 respondents selected using purposive sampling. The data collection instrument was a questionnaire measuring promotional intensity, lifestyle, ease of access, and purchase decisions. Data analysis was conducted using multiple linear regression to test the effect of each independent variable on the dependent variable. The results indicate that promotional intensity, lifestyle, and ease of access, both partially and simultaneously, have a positive and significant influence on online loan purchase decisions. These findings suggest that marketing strategies, urban consumption patterns, and technological convenience are key drivers in the decision to use online loan services. Based on these results, it is recommended that fintech service providers pay attention to consumer education and promotional ethics to create a healthy and sustainable digital financial ecosystem.

Downloads

Download data is not yet available.

References

Alma, B. (2016). Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta.

Asnawi, M., & Masyhuri, H. (2015). Metodologi Riset Manajemen Pemasaran. UIN Press.

Bawono, A. (2016). Multivariate Analysis dengan SPSS. STAIN Salatiga Press.

Chaudhuri, A., & Holbrook, M. B. (2015). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255

Creswell, J. W. (2018). Educational Research: Planning, Conducting, and Evaluating Quantitative and Qualitative Research (6th ed.). Pearson.

Davis, F. D. (2016). Technology Acceptance Model Revisited. MIS Quarterly Review, 40(2), 105–112.

Dwiyanti, E. (2022). Pengaruh Kepercayaan, Kemudahan, dan Pendapatan terhadap Keputusan Pembelian Menggunakan Metode Pinjaman Online SPayLater. Jurnal Manajemen Keuangan, 7(2), 33–45.

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Universitas Diponegoro.

Hariyasasti, Y. (2025). The Role of Transformational Leadership and Principal's Work Motivation on the Performance of Elementary School Teachers in Gunungwungkal District. Journal of Industrial Engineering & Management Research, 6(1), 68-72.

Hariyasasti, Y., Kristanti, E. Y., Setyawati, L., Widayati, N. S. ., Widjanarko, W., & Leastari, I. (2025). Dampak Fatherless terhadap Perkembangan Emosional dan Psikologis Anak Usia Dini. Journal of Innovative and Creativity, 5(2), 10291–10301. https://doi.org/10.31004/joecy.v5i2.1660

Hariyasasti, Y., Kristanti, E. Y., Darmuki, A., & Kanzunnudin, M. (2025). The Influence of Humanistic Learning Theory and Holistic Education Theory on the Quality of Student Learning Outcomes at Jembulwunut Elementary School in the Digital Era. International Journal of Social and Management Studies, 6(3), 24-34.

Hariyasasti, Y. (2025). The Influence of Competence, Work Culture on the Performance of Elementary School Teachers in Gunungwungkal District. INTERNATIONAL JOURNAL OF SOCIAL, POLICY AND LAW, 6(1), 37-41.

Hariyasasti, Y., & Purwanto, A. (2025). The Role of Competence, Salary, Work Environment, Job Satisfaction, Compensation, Communication on Elementary School Teacher Performance. Journal of Industrial Engineering & Management Research, 6(3), 58-63.

Praditya, R. A., Prayuda, R. Z., & Purwanto, A. (2025). Pengaruh Motivasi Kerja dan Kepemimpinan terhadap Kinerja Karyawan di UKM. PROFESOR: Professional Education Studies and Operations Research, 2(01), 46-54.

Praditya, R. A., Prayuda, R. Z., & PURWANTO, A. (2025). Korelasi kepuasan kerja dan kepemimpinan terhadap kinerja karyawan di UKM. International Journal of Social, Policy and Law, 6(4), 1-14.

Hidayah, F. N., Nugroho, B. S., & Ardiati, A. R. (2023). Meneropong Maraknya Pinjaman Online di Kalangan Mahasiswa. Jurnal Ekonomi Digital, 5(1), 15–30.

Hsueh, C. (2017). Internet Finance in China. Asian Economic Policy Review, 12(1), 50–67. https://doi.org/10.1111/aepr.12136

Kamus Tokopedia. (2021). Pinjaman Online. https://www.tokopedia.com/kamus/pinjaman-online

Kotler, Philip and Gary Amstrong, (2018). Principle of Marketing, (17 Edition). Pearson Education, Inc.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited.

Kotler, P., & Keller, K. L. (2022). Manajemen Pemasaran (Edisi 16, Jilid 1). Erlangga.

Lijan, M. (2016). Metodologi Penelitian Kuantitatif. Graha Ilmu.

Lovelock, C. & Wirtz, J. (2016), “Service Marketing”, Global Edition, Seventh Edition, Pearson

Lupiyoadi, R., & Hamdani, A. (2017). Manajemen Pemasaran Jasa (2nd ed.). Salemba Empat.

Martono, N. (2015). Metode Penelitian Kuantitatif. Raja Grafindo Persada.

Omarini, A. (2018). The Digital Transformation in Banking: The Future of Services, Products and Customer Relationships. Banks and Bank Systems, 13(1), 92–102.

Otoritas Jasa Keuangan. (2022). Survei Nasional Literasi dan Inklusi Keuangan 2022. https://www.ojk.go.id

Otoritas Jasa Keuangan. (2023). Statistik Fintech Lending Periode Desember 2023. https://www.ojk.go.id

Putra, R., & Rahayu, D. (2021). Pengaruh Promosi Terhadap Penggunaan Pinjaman Online. Jurnal Ekonomi Digital Indonesia, 4(1), 21–30.

Saputra, V. R. J., & Sudarwanto, T. (2023). Gaya Hidup, Kepercayaan, dan Kemudahan Akses Terhadap Keputusan Pembelian Shopee PayLater. Jurnal Inovasi Ekonomi, 6(1), 60–74.

Schiffman, L. G., & Kanuk, L. L. (2015). Consumer Behavior (11th ed.). Pearson Education.

Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach (7th ed.). Wiley.

Solomon, M. R., Bamossy, G., Askegaard, S., & Hogg, M. K. (2015). Consumer Behaviour: A European Perspective (5th ed.). Pearson Education.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.

Sugiyono. (2019). Metode Penelitian Pendidikan: Pendekatan Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Sujarweni, V. W. (2016). Metodologi Penelitian Bisnis dan Ekonomi. Pustaka Baru Press.

Suprihhadi, H. (2017). Pengaruh Kualitas Layanan dan Gaya Hidup Terhadap Terhadap Keputusan Pembelian Cafe Jalan Korea. Jurnal Ilmu dan Riset Manajemen. 6(2)

Supriyanto, D., & Ismawati, A. (2019). Fintech Lending sebagai Solusi Alternatif Pembiayaan Masyarakat. Jurnal Keuangan dan Perbankan Syariah, 7(2), 15–25.

Suryani, T. (2015). Perilaku Konsumen: Implikasi untuk Strategi Pemasaran. Yogyakarta: Graha Ilmu.

Wibowo, S. F., Rosmauli, D., & Suhud, U. (2015). Pengaruh persepsi manfaat, persepsi kemudahan, fitur layanan, dan kepercayaan terhadap minat menggunakan e-money card (studi pada pengguna jasa commuterline di Jakarta). Jurnal Riset Manajemen Sains Indonesia, 6(1).

Widodo, T., & Lestari, R. (2021). Gaya Hidup Konsumtif dan Pengaruhnya Terhadap Penggunaan Pinjaman Online. Jurnal Psikologi Konsumen, 9(1), 52–65.