FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT NASABAH GADAI EMAS DI PT. PEGADAIAN CP MARTADINATA SAMARINDA

Abstract

This study aims to identify the factors that influence the interest of gold pawnshop customers at PT. Pegadaian CP Martadinata Samarinda, both partially and simultaneously. The data collection method used a questionnaire measured with a Likert scale. The total sample consisted of 152 respondents using the Simple Random Sampling method. The analysis tools employed were instrument tests, classical assumption tests, and hypothesis tests including multiple linear regression analysis, t-test, f-test, correlation coefficient test, and determination coefficient test, using the Statistical Product And Service Solutions (SPSS) software. The results indicate that partially, the variables promotion, service quality, and appraisal value have a positive and significant effect, whereas the location variable does not have a positive and significant effect on customer interest. Simultaneously, the variables promotion, location, service quality, and appraisal value have a positive and significant effect on the interest of gold pawnshop customers at PT. Pegadaian CP Martadinata Samarinda.