Consumer Behavior in Using Instant Funds: Insights from a Triandis Model Analysis

Financial technology (fintech) is experiencing rapid growth in Indonesia, providing easy access to financial products and services. Instant Funds, which functions like a credit card with fast disbursement, has gained popularity as a fintech product. Understanding the factors that influence individual online consumer credit when using Instant Funds is important. This study focuses on the specific factors that influence the use of Instant Funds to improve individual online consumer credit behavior in Indonesia and involves a population that is relevant to the characteristics of young consumers in Indonesia. The approach involved 251 respondents from Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek), a region that has significant relevance of instant fund users. Data was collected through questionnaires and analyzed using SmartPLS 4.0. The results show that influence, facilitating conditions, perceived consequences, and social factors significantly influence individual online consumer credit when using Instant Funds. Social factors, in particular, exert the most influence on users' credit decisions. The implication of this study is that it provides valuable insights for fintech platforms that offer Instant Funds, allowing them to improve their services. The implication of this study is that it provides deeper insights for them to improve consumer experience with innovation, improved service quality, fair credit evaluation, and effective promotion strategies. We hope this study can make an important contribution to the development of fintech in Indonesia and help provide recommendations to promote financial literacy and responsible use of online consumer credit among the public, education sector, regulatory agencies, and markets in Indonesia.