THE IMPACT OF PERSONALIZATION FEATURES TOWARD CUSTOMER TRUST ON PEER TO PEER LENDING PLATFORM FINAL PROJECT

• Main Author: Abraham Muhammad, Azel
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/39569
• Institution: Institut Teknologi Bandung

In recent years, the number of fintech in Indonesia has been developing rapidly and dominated by the sector of loan particularly peer-to-peer lending. However, only a few companies which capture the market regarding existing variety of risks in the virtual environment. Since that, customer trust in the intermediary becomes an essential things. One of the factors which influence customer trust is service quality which one of them is refers to personalization. As the most service quality needed in the peer-to-peer lending, personalization becomes an interest thing to be analyzed in this research. Therefore, this research aims to analyze the impact of personalization toward customer trust on peer-to-peer lending platform. In this research, the author chooses Amartha as the representative of peerto- peer lending platform in Indonesia. The result of the research shows that personalization especially in the form of filter feature has significantly and positively influence customer trust in the intermediary. The personalization also influence the customer trust in the intermediary in the form indirect effect through the efficiency from the filter feature in the platform even though it’s not as significant as in direct effect. Thus, personalization has a positive and significant influence on customer trust in the intermediary especially in the direct form. Based on the result, the author give a recommendation to peer-to-peer lending companies in particular of Amartha for considering personalization features and the efficiency of the service as the important things to be maintained and to be developed that will beneficial for the company in the long term.