Consumer Behavior: A Study on Motorcycle Credit Decisions

Yonas Ferdinand Riwu; Sari Angriany Natonis; Viktorianus Mahendra da Lopez; Junita Cestilia Nenabu; Dominikus Kopong Toni Aman

doi:10.61255/jeemba.v4i5.899

Authors

Yonas Ferdinand Riwu Universitas Nusa Cendana, Indonesia
Sari Angriany Natonis Universitas Nusa Cendana, Indonesia
Viktorianus Mahendra da Lopez Universitas Nusa Cendana, Indonesia
Junita Cestilia Nenabu Universitas Nusa Cendana, Indonesia
Dominikus Kopong Toni Aman Universitas Nusa Cendana, Indonesia

DOI:

https://doi.org/10.61255/jeemba.v4i5.899

Keywords:

Brand Image, Consumer Behavior, Consumer Experience, Trust, Credit Decision

Abstract

Purpose – This study aims to analyze the influence of Brand Image, Trust, and Experience on consumer credit decisions in FIFGROUP Kupang City.

Design/methodology/approach – Quantitative design with purposive sampling and using multiple regression analysis to measure the relationship between these variables. 100 data were collected through a questionnaire survey with purposive sampling tactics, and the data was processed with the help of SPSS V.26.

Finding/Results – The results show that Brand Image has a positive influence on credit decisions, where a strong brand image increases consumers' tendency to take credit. In addition, trust proves to be a key factor in building long-term relationships, where consumers' trust in the integrity and transparency of the company greatly influences their decisions. Positive experiences during the credit application process also contribute significantly, with a good experience driving word-of-mouth recommendations.

Originality/Value – This research provides suggestions for FIFGROUP to strengthen these three aspects in marketing and customer service strategies to increase conversions and consumer loyalty.

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