Mengukur Potensi Perpindahan Nasabah Perbankan Kategori Milenial pada Layanan Pembiayaan Fintech Lending

Muhammad Anif Afandi

doi:10.52813/jei.v9i1.27

Muhammad Anif Afandi Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Metro

DOI: https://doi.org/10.52813/jei.v9i1.27

Keywords: customer switching, perbankan, FinTech lending, MLR, DKI Jakarta

Abstract

The purpose of this study is to measure the potential of millennial banking customers to switch to the financing services of FinTech lending and its influencing factors in the area of DKI Jakarta. Multinomial Logistic Regression (MLR) method is applied as the dependent variable has more than two categories. The results showed that the likelihood for banking customers were reluctant, likely and willing to switch to the financing services of FinTech lending amounts to 7.73 percent, 97.19 percent and 2.81 percent, respectively. The most affecting factors of banking customers to switch to the FinTech lending are pricing problem and ease of use. Meanwhile, inertia serves as an inhibitory factor of customer switching. The results of this study provide useful information for the managerial level in the banking industries, FinTech lending as well as the regulators for determining the appropriate strategies and policies to cope with customer switching. Keywords: customer switching; banking; FinTech lending; MLR; DKI Jakarta -------------------------------------------------- Penelitian ini bertujuan untuk mengukur potensi perpindahan nasabah perbankan kategori milenial pada layanan pembiayaan FinTech lending di DKI Jakarta dan faktor-faktor yang memengaruhinya. Multinomial Logistic Regression (MLR) digunakan sebagai teknik analisis data karena variabel terikat terdiri dari lebih dari dua kategori. Hasil penelitian menunjukkan bahwa peluang nasabah perbankan yang tidak bersedia, mungkin pindah dan bersedia untuk pindah pada layanan pembiayaan FinTech lending masing-masing sebesar 7,73 persen, 97,19, persen dan 2,81 persen. Faktor yang paling memengaruhi terjadinya perpindahan nasabah tersebut adalah pricing problem dan ease of use. Selain itu, inertia menjadi faktor penghambat terjadinya perpindahan nasabah. Hasil penelitian ini memberikan informasi yang bermanfaat bagi pihak manajerial, baik pada industri perbankan, FinTech lending, maupun regulator untuk dapat menentukan strategi dan kebijakan yang tepat di tengah potensi terjadinya perpindahan nasabah.

References

Al-hawari, M. A. (2014). Emotional stability and switching barriers in the retail banking context. Managing Service Quality: An International Journal, 24(5), 469-486. doi: https://doi.org/10.1108/MSQ-12-2013-0280.

Bakar, J. A., Clemes, M. D., & Bicknell, K. (2017). A comprehensive hierarchical model of retail banking. International Journal of Bank Marketing, 35(4), 662-684. doi: https://doi.org/10.1108/IJBM-03-2016-0041.

Bansal, H. S., Taylor, S. F., & St. James, Y. (2005). “Migrating” to new service providers: Toward a unifying framework of consumers’ switching behaviors. Journal of the Academy of Marketing Science, 33(1), 96-115. doi: 10.1177/0092070304267928.

Edison, A. (2015). Modul Praktikum Metode Riset untuk Bisnis dan Manajemen. Universitas Widyatama.

El-Habil, A. M. (2012). An application on multinomial logistic regression model. Pakistan Journal of Statistics and Operation Research, 8(2), 271-291. doi: https://doi.org/10.18187/pjsor.v8i2.234.

Farah, M. F. (2017a). Application of the theory of planned behavior to customer switching intentions in the context of bank consolidations. International Journal of Bank Marketing, 35(1), 147-172. doi: https://doi.org/10.1108/IJBM-01-2016-0003.

Farah, M. F. (2017b). Consumers’ switching motivations and intention in the case of bank mergers: a cross-cultural study. International Journal of Bank Marketing, 35(2), 254-274. doi: https://doi.org/10.1108/IJBM-05-2016-0067.

Gerrard, P., & Cunningham, J. B. (2004). Consumer switching behavior in the Asian banking market. Journal of Services Marketing, 18(3), 215-223. doi: https://doi.org/10.1108/08876040410536512.

Hsu, J. L., & Chang, W. H. (2007). Influences of brand and advertising cognition on brand-switching behaviour. International Journal of Management and Enterprise Development, 4(2), 159-178. doi: https://doi.org/10.1504/IJMED.2007.011790.

Jun, J., & Yeo, E. (2018). Peer-to-peer lending platforms and the stability of the banking system. Proceeding of 31st Australasian Finance and Banking Conference 2018, 21 p. Diakses dari https://papers.ssrn.com/sol3/papers.cfm?abstract id=3221966.

Kasali, R. (2017). Disruption. PT. Gramedia Pustaka Utama, Jakarta.

Kasali, R. (2018). Self disruption: Bagaimana perusahaan keluar dari perangkap masa lalu dan mendisrupsi dirinya menjadi perusahaan yang sehat. Penerbit Mizan Anggota IKAPI, Jakarta.

Koutsothanassi, E., Bouranta, N., & Psomas, E. (2017). Examining the relationships among service features, customer loyalty and switching barriers in the Greek banking sector. International Journal of Quality and Service Sciences, 9(3/4), 425-440. doi: https://doi.org/10.1108/IJQSS-02-2017-0013.

Lee, J., Ryu, M. H., & Lee, D. (2019). A study on the reciprocal relationship between user perception and retailer perception on platform-based mobile payment service. Journal of Retailing and Consumer Services, 48, 7-15. doi: https://doi.org/10.1016/j.jretconser.2019.01.007.

Li, C. Y. (2018). Consumer behavior in switching between membership cards and mobile applications: The case of Starbucks. Computers in Human Behavior, 84, 171-184. doi: https://doi.org/10.1016/j.chb.2017.12.042.

Maier, E. (2016). Supply and demand on crowdlending platforms: connecting small and medium-sized enterprise borrowers and consumer investors. Journal of Retailing and Consumer Services, 33, 143-153. doi: http://dx.doi.org/10.1016/j.jretconser.2016.08.004.

Malhotra, N. K. (2016). Marketing research: An applied orientation (6th Edition). Pearson India Education, Delhi.

Piha, L. P., & Avlonitis, G. J. (2015). Customer defection in retail banking: Attitudinal and behavioural consequences of failed service quality. Journal of Service Theory and Practice, 25(3), 304-326. doi: https://doi.org/10.1108/JSTP-04-2014-0080.

PricewaterhouseCoopers. (2016). Customers in the spotlight: How FinTech is reshaping banking (Global FinTech Survey 2016). PwC. Diakses dari https://www.pwc.com/gx/en/industries/financial-services/publications/fintech-is-reshaping-banking.html.

Schwab, K. (2017). The fourth industrial revolution. Currency.

TransferWise. (2016, 8 Agustus). 2. Creating The Perfect Storm. Diakses dari https:transferwise.com/gb/blog/creating-the-perfect-storm.

Vyas, V., & Raitani, S. (2014). Drivers of customers’ switching behaviour in Indian banking industry. International Journal of Bank Marketing. 32(4), 321-342. doi: https://doi.org/10.1108/IJBM-04-2013-0033.

Wang, L., Luo, X. R., Yang, X., & Qiao, Z. (2019). Easy come or easy go? Empirical evidence on switching behaviors in mobile payment applications. Information & Management, 56(7), 103150. doi: https://doi.org/10.1016/j.im.2019.02.005.

Ye, C., & Potter, R. (2011). The role of habit in post-adoption switching of personal information technologies: An empirical investigation. Communications of the Association for Information Systems, 28(35), 585-610. doi: https://doi.org/10.17705/1CAIS.02835.