Analysis of Customers’ Purchase Intention and Financial Capability on Financing Contract Decisions

Abstract

This study examines the partial and simultaneous effects of customers’ purchase intention and financial capability on financing agreement decisions at the Cirebon branch of PT Woori Finance Indonesia Tbk. Amid the continued growth of Indonesia’s automotive and multifinance sectors, consumer financing has become a primary channel for vehicle ownership. While prior research has investigated these factors separately, limited attention has been given to their joint influence in a regional multifinance context. A quantitative survey design was employed, with data collected from 100 existing and prospective customers using a structured questionnaire measured on a five-point Likert scale. Multiple linear regression analysis was conducted after classical assumption testing. The results indicate that neither purchase intention (p = 0.053) nor financial capability (p = 0.097) exerts a statistically significant partial effect on financing agreement decisions at the 5% significance level. However, the two variables simultaneously produce a significant effect (F = 4.749, p = 0.011). These findings suggest that financing decisions are shaped more by the combined influence of motivational and economic factors than by either factor alone. The study contributes to the marketing–finance interface in emerging markets and recommends that multifinance institutions adopt integrated strategies addressing both intention and financial readiness.