DETERMINANTS OF DEMAND FOR BRILINK AGENT SERVICES AND THEIR DEVELOPMENT STRATEGY: EVIDENCE FROM BRI GOMBONG BRANCH

Abstract

This study aims to analyze the determinants of demand for BRILink agent services and to formulate development strategies at BRI Gombong Branch, Kebumen Regency, Central Java. The phenomenon driving this research is the inconsistency between the increasing number of BRILink agents and the declining fee-based income at BRI Gombong Branch during quarterly periods of 2024–2025. Using a quantitative approach with multiple linear regression analysis, this study involved 20 respondents who are customers of BRILink agents at BRI Gombong Branch, selected through purposive sampling. The variables studied include price (transaction cost perception), income (purchasing power perception), substitute price (substitute transaction cost perception), and consumer preference (service quality) as independent variables, while demand (intensity of use) serves as the dependent variable. The results indicate that price has a significant negative effect on demand, income has a significant positive effect on demand, substitute price has a significant positive effect on demand, and consumer preference has a significant positive effect on demand for BRILink agent services. Simultaneously, all four variables significantly influence demand. SWOT analysis results suggest that BRILink agents at BRI Gombong Branch should adopt a growth strategy by leveraging their strengths and existing opportunities. Practical implications include the need for competitive transaction cost management, service quality improvement, and targeted marketing strategies toward micro and small enterprise segments.