The Influence of Product Knowledge, Product Familiarity, Perceived Risk and Financial Literacy Toward Consumer"™s Attitude and Intention to Use (Study of Fintech Peer to Peer Lending in West Kalimantan)

Abstract

The rapidly developing of information and financial technology and supported by the rapid rate of internet penetration has created a positive influence on almost all aspects of business worldwide. Several types of financial technology that are being developed are products and services from individuals or the community to the community or business actors without through a bank, known as Peer to Peer (P2P) Lending, which can be effecting the local economy. Several brands in Indonesia that play this financial business technology like Amartha, Akseleran, Investree, Koinworks and Tanifund. The lack of users and the benefits that have not been maximized require the companies to increase product knowledge, product and service familiarity, risk management and national financial literacy and inclusion. In the end, it will lead to better consumer attitudes and intention to use P2P Lending products and services. Based on the research objective which is to analyze the effect of Product Knowledge, Product Familiarity, Perceived Risk and Financial Literacy on Intention to Use through Consumer Attitudes on P2P Lending products and services. Closed questionnaires were given to 100 respondents who know and did not know about Fintech P2P Lending in West Kalimantan. The data is calculated using SmartPLS 3.3.2, H1. The results of this study showed that H₁, H₄ and H₅ are accepted, meaning that there is a positive direct effect and reflects a significant relationship between the variables of product knowledge and consumer attitudes as well as financial literacy and consumer attitudes as well as a strong correlation between consumer attitudes and intentions to use P2P Lending. While H₂ and H₃ were rejected, meaning that the product familiarity variable and perceived risk have no relationship.

Keywords: Product Knowledge, Product Familiarity, Perceived Risk, Financial Literacy, Consumer"™ Attitudes, Intention to Use