Bere, Marcos Ulan (2026) Pengaruh Norma Subjektif dan Sikap Terhadap Niat Memilih Produk Kredit dengan Moderasi Faktor Demografi: Studi Pada Banco Nacional De Comercio Timor Leste. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to examine and explain the effects of subjective norm, attitude, and demographic characteristics on customers’ intention to choose credit products at Banco Nacional de Comércio Timor-Leste. A quantitative approach was employed, involving 120 credit customers selected as respondents through purposive sampling. The research data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that subjective norm and attitude have positive and significant effects on customers’ intention to choose credit products. These findings suggest that social influence and customers’ positive evaluations of credit products can increase their intention to use the credit facilities offered by the bank. Regarding demographic characteristics, marital status has a significant effect on customers’ intention to choose credit products. Marital status is also found to strengthen the relationship between subjective norm and customers’ intention. However, it does not moderate the relationship between attitude and the intention to choose credit products. Meanwhile, educational level, gender, and age have no significant effects on customers’ intention to choose credit products. The findings imply that the bank and banking authorities should consider social influence, customer attitudes, and marital status when designing marketing and communication strategies for credit products. Promotional and credit education strategies tailored to customers’ social conditions are expected to improve the effectiveness of credit product offerings and encourage better financial behavior. Keywords: attitude, behavioral intention, credit products, demographic factors, subjective norm.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.15 - FINANCIAL MANAGEMENT |
| Divisions: | Magister of Management |
| Depositing User: | MARCOS ULAN BERE |
| Date Deposited: | 01 Oct 2026 06:49 |
| Last Modified: | 01 Oct 2026 06:49 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14359 |
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