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ABSTRACT:

This research aims to examine the influence of ease of loan access, cost efficiency, and loan duration on intention to make a loan in the fintech P2P lending industry. This research also tests the role of lending risk as a moderating variable in this relationship. Data collection uses a purposive sampling method using a questionnaire via an online survey to people who have accessed fintech P2P lending services and consists of questions that are relevant to the research variables. The number of samples in this study was 240 respondents. Data analysis was carried out using the Structural Equation Modeling (SEM) technique with the help of the AMOS analysis tool. The results of this research show that ease of access to loans, cost efficiency, loan duration which is moderated by the risk of borrowing influence the intention of Fintech P2P Lending consumers to make loans so that it is hoped that it can add to the body of knowledge, because this research can theoretically help in deepening understanding of the factors. - factors that influence consumer behavior in the fintech market, it is also hoped that the results of this research can help fintech companies understand consumer preferences and behavior regarding the products and services they offer. By understanding consumer preferences, companies can develop products and services that better suit consumer needs.

KEYWORDS:

Fintech, Peer to Peer Lending, Intention to Borrow

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