Analysis of Factors that Encourage Customers Towards the Process of Purchase of Goods on Credit

Abstract : This study aims to analyze the factors that influence customers in purchasing goods on credit among the community of Belinyu, Bangka Belitung. The growing trend of credit-based purchases among residents—most of whom work as fishermen and tin miners—serves as the key background of this research. A quantitative approach was employed using Structural Equation Modeling (SEM) with AMOS software. The variables analyzed include economic, psychological, social, and marketing factors, with the perception of credit convenience as a mediating variable and credit purchasing decisions as the dependent variable. The results indicate that psychological, social, and marketing factors significantly influence both the perception of credit convenience and the decision to purchase on credit. Conversely, economic factors do not show a significant effect. The perception of credit convenience also plays a mediating role in the relationship between the influencing factors and purchasing decisions. These findings offer practical implications for businesses to design more effective credit marketing strategies tailored to consumer characteristics in the region.