Structure and Conduct Analysis of P2P Lending in Indonesia

The development of technology makes human life activities easier. There are many new breakthroughs in the field of technology to support human life, such as in the financial industri which is currently widely used by the public. One of the financial industries that is currently popularly used by the public is Peer-to-peer lending Online Loans. The purpose of this study was to determine the structure and behavior of the peer to peer lending industri in Indonesia and the relationship between the structure and behavior of the P2P lending industri in Indonesia. This type of research is quantitative and qualitative. This research uses secondary data, namely data from 2021-2022 obtained from the OJK and primary data for 2023 obtained from the websites of each company. The number of samples is 102 which is determined using saturated sampling technique. Data were analyzed using hypothesis testing, concentration calculations and qualitative descriptive. The results of the study show that the structure of the P2P lending industri in Indonesia is in the form of oligopoly, the behavioral strategies adopted by the P2P lending industri are vertical restraint, vertical integration and product differentiation. The results of the study found that there’s no correlation between market share and interest rates, and there’s correlation between market share and advertising costs