Abstract
This study aims to analyze factors affecting the consumer loan decision of individual customers in Can Tho City. The research data was collected from 350 customers conducting transactions at various banks in Can Tho city. The reliability of the research was tested using Cronbach's alpha coefficient, and exploratory factor analysis and multiple regression were employed to identify factors influencing individual customers' decisions to apply for consumer loans. Estimated model results showed that factors such as bank brand, bank staff, service quality, and loan interest rates positively correlate with individual customers' decisions to apply for consumer loans in Can Tho City. Among these factors, the bank's brand was the most influential factor in individual customers' decisions to apply for consumer loans.
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