Determination of the Decision to Choose Non-Subsidized Home Ownership Loans at PT. Bank Tabungan Negara North Sumatra Region

Abstract

The purpose of this study is to analyze the impact of marketing mix as an independent variable, banking innovation as a mediating variable, and digital transformation as a moderating variable on the decision to pick Non-Subsidized Mortgage Bank BTN. The population of this study is the non-subsidized mortgage debtors of Bank BTN North Sumatra, which totaled 355 people between 2016 and 2021. The Proportional Cluster Sampling approach was utilized to determine the number of respondents in each research area proportionally, and incidental sampling was used to pick respondents in each research area. A total of 270 samples were used in this study. Structural Equation Modeling with the SmartPLS application program was the analytical tool used. The marketing mix and digital transformation were found to have a positive and significant impact on banking innovation, according to the findings. The marketing mix and banking innovation are the variables that have a positive and significant impact on the decision to choose Non-Subsidized Mortgage. The influence of the marketing mix and digital transformation on the decision to choose a Non-Subsidized Mortgage is mediated by banking innovation. The influence of the marketing mix on the decision to choose a Non-Subsidized Mortgage is moderated by digital transformation. Overall, banking innovation is the most influential factor in deciding to use Bank BTN Non-Subsidized Mortgages.