Pengaruh Adopsi Fintech dan Strategi Pemasaran terhadap Kinerja Bank Perekonomian Rakyat (BPR)

Abstract

The financial services provided by Rural Banks (BPR) to rural communities contribute to Indonesia's economy. These services are very crucial for poverty alleviation and serve as a source of funding for small and medium-sized enterprises. Despite this large market, a paradox arises as more BPRs are closing due to intense competition in the financial services sector. The adoption of financial technology (Fintech) and marketing strategies are strategies can used to improve the BPR performance. Therefore, this study investigates the impact of fintech adoption and marketing strategies on improving the BPR performance. Using quantitative methods, this study analyzed responses to a 12-question questionnaire with a 5-point Likert scale from 100 respondents, analyzed using structural equation modeling. The results indicate that fintech adoption significantly influences the marketing strategies, fintech adoption also significantly improves the BPR performance, and marketing strategies also significantly influence the BPR performance.