INTENSI MASYARAKAT BERINVESTASI PADA PEER TO PEER LENDING: ANALISIS THEORY OF PLANNED BEHAVIOR
DOI:
https://doi.org/10.38043/jiab.v3i2.2113Abstract
Intensi masyarakat berinvestasi pada peer to peer lending: analisis theory of planned behavior Peer to Peer (P2P) lending merupakan sebuah contoh penyelenggaraan Financial Technology (Fintech) berupa layanan pinjam meminjam uang berbasis teknologi informasi. Investasi pada Peer to Peer Landing memiliki beberapa keunggulan antara lain imbal hasil yang lebih besar, pilihan diversifikasi yang baik, serta kepemilikan yang fleksibel. Penelitian ini bertujuan untuk mengetahui intensi serta motivasi yang mendasari masyarakat Bali, khususnya kabupaten Badung untuk berinvestasi di P2P lending berdasarkan Theory of Planned Behavior, yang terdiri atas Attitude toward behavior, Subjective Norm, dan Perceived Behavioral Control. Hasil penelitian menunjukkan bahwa masyarakat Kabupaten Badung memiliki intensi yang tinggi untuk berinvestasi pada P2P Lending. Hal ini terlihat dari attitude toward behavior yang positif, dimana responden berminat untuk berinvestasi pada P2P lending. Dilihat dari subjective norm, keluarga maupun rekan terdekat responden juga mendukung untuk berinvestasi di P2P lending. Untuk perceived behavioral factors, terlihat bahwa faktor-faktor pendukung intensi masyarakat untuk berinvestasi adalah kenyamanan bertransaksi dan tanggung jawab perusahaan pengelola P2P lending, sedangkan faktor penghambat intensi untuk berinvestasi adalah tingkat risiko investasi di P2P lending yang dinilai lebih besar dibandingkan dengan investasi pada obligasi dan deposito.
Kata Kunci: Peer to Peer Lending, Theory of Planned Behavior
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