Abstract :

Indonesia’s fintech industry has continued to experience rapid growth and will emerge as a key participant in the country’s financial sector by 2022-2023. Fintech is an abbreviation for financial technology, which refers to the use of technology to improve the efficacy of financial systems and provide financial services. Indonesia is an ideal environment for the growth of fintech companies due to its large population and swiftly expanding middle class. The widespread adoption of smartphones and internet access has contributed to the expansion of fintech in the nation. The Financial Services Authority (OJK) has implemented measures to promote innovation, safeguard consumers, and maintain financial stability. These rules have facilitated the operation of fintech firms and attracted investment. In Indonesia, mobile payment solutions are one of the fastest-growing areas of fintech. In banking industries, technology is beginning to transform the banking process from traditional banking to digital banking, in which consumers must deliver through innovative technologies such as mobile and internet banking (Abbasi & Weigand, 2017). This issue may be remedied by the emergence of fintech lending. This was bolstered by the high mobile subscription and internet penetration rates relative to Indonesia’s population, which subsequently presented a tremendous opportunity for fintech lending platforms.

---

Keywords :

Banking Product, Brand awareness, Digital Loan Application, Financial Technology, SEM-PLS

---

References :

1. Google, Temasek, Bain & Company, e-Conomy SEA 2021, 2021.
2. P. Ashkrof, G. H. d. A. Correia, O. Cats and B. v. Arem, “Understanding ride-sourcing drivers’ behaviour and preferences: Insights from focus groups analysis,” Research in Transportation Business & Management , vol. 37, 2020.
3. P. Dieuaide and C. Azaïs, “Platforms of Work, Labour, and Employment Relationship: The Grey Zones of a Digital Governance,” Frontiers in sociology, vol. 5, p. 2, 2020.
4. P. Berthon, M. Ewing and L. L. Hah, “Captivating company: dimensions of attractiveness in employer branding,” International Journal of Advertising , 24 (2), 2005, 151-172.
5.  D. M. Cable and D. B. Turban, “Establishing the Dimensions, Sources and Value of Job Seekers’ Employer Knowledge During Recruitment,” Research in Personnel and Human Resources Management , 20, 2001, 115-163.
6. P. Lewis and M. Saunders, Doing Research in Business and Management: An Essential Guide to Planning Your Project, (Financial Times Prentice Hall, 2012).
7. Kotler, P. y Keller, K.L. (2006) Marketing Management, Pearson Prentice Hall, New Jersey. 15th edition.