Analysis of the Implementation of the UTAUT Model in Assessing Factors Influencing Consumer Loan Decisions on Online Loan Applications

Online lending (pinjol) has witnessed substantial growth in Indonesia, with 101 licensed fintech peer-to-peer (P2P) lending providers as of 2023. The sector boasts 19,525,882 active loan recipient accounts, totaling 55.6 trillion Indonesian Rupiah in funding as of September 2023. While the popularity of online loans can be attributed to their convenience, speed, and lenient application requirements, they face criticism for high-interest rates. This study, employing the UTAUT methodology, aims to investigate factors influencing consumer decision-making in selecting online loans. The research examines variables such as performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions (FC), behavioral intention (BI), and security (S). Utilizing quantitative data from a survey of 179 respondents, the study delves into the factors shaping consumer decisions in the online lending landscape in Indonesia.