Analisis Faktor-faktor yang Mempengaruhi Keputusan Konsumen Dalam Meminjam Pada UED-SP Di Desa Rantau Sialang Kecamatan Kuantan Mudik Kabupaten Kuantan Singingi

The purpose of this study was to determine and analyze the factors that influence consumer decisions in borrowing from UED-SP in Rantau Sialang Village. The research method used is descriptive quantitative method, and the data analysis technique used is multiple linear regression analysis. The data collection used a questionnaire with a research sample, namely consumers who borrowed from UED-SP in Rantau Sialang Village with a total of 64 respondents. From the recapitulation of respondents' answers, it shows that the factors that influence consumer decisions in borrowing from UED-SP in Rantau Sialang Village are cultural factors, social factors, psychological factors, and personal factors. The results of data analysis can be concluded that partially cultural factors, social factors and psychological factors have a positive and significant effect on consumer decisions in borrowing from UED-SP in Rantau Sialang Village. Meanwhile, personal factors partially do not have a significant influence on consumer decisions. Then simultaneously cultural factors, social factors, psychological factors and personal factors have a positive and significant effect on consumer decisions. The most dominant variable contributing to the influence of consumer decisions in borrowing from UED-SP in Rantau Sialang Village is psychological factors