Rahma, Rizky Aullia (2026) PENGARUH SUKU BUNGA ACUAN, BRAND AWARENESS, DAN ADOPSI PENGGUNAAN PAYLATER TERHADAP KEPUTUSAN GENERASI Z DALAM PENGAMBILAN KREDIT PEMILIKAN RUMAH (KPR) PADA PT BANK TABUNGAN NEGARA (PERSERO) TBK. Skripsi thesis, UPN Veteran Yogyakarta.
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Abstract
The distribution of home ownership loans (KPR) for the younger generation is a
challenge for banks amid the development of financial technology and
macroeconomic dynamics. This study aims to analyze the effect of benchmark
interest rates, brand awareness, and paylater adoption on generation Z's decision
to take a mortgage at PT Bank Tabungan Negara (Persero) Tbk. The research
method used is a quantitative approach with multiple linear regression techniques.
Data was collected through a questionnaire distributed to 100 generation Z
respondents in Central Java who were considering taking out a mortgage and were
registered in the use of paylater. The results showed that the benchmark interest
rate had a significant effect on the decision to take a mortgage. Similarly, brand
awareness and paylater adoption have a significant influence on generation Z's
decision to take out a mortgage. Simultaneously, these three variables are able to
explain 38.50% of the variability in Generation Z's decision to take a mortgage,
while the rest is influenced by other factors outside this study. This finding indicates
that increasing understanding of the benchmark interest rate, strengthening brand
awareness, and easy access to paylater can encourage generation Z's decision to
access mortgages. Therefore, banks and financial service providers are expected to
pay attention to these factors in their marketing strategies and credit policies.
| Item Type: | Tugas Akhir (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Keywords: benchmark interest rate, brand awareness, paylater, mortgage decision, generation Z |
| Subjek: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > (S1) Ekonomi Pembangunan |
| Depositing User: | UPA Perpustakaan |
| Date Deposited: | 09 Oct 2026 06:48 |
| Last Modified: | 09 Oct 2026 06:48 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/49674 |
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