PENGARUH TINGKAT HARGA DAN STRATEGI PEMASARAN PRODUK TABUNGAN EMAS TERHADAP MINAT BERTRANSAKSI DI PEGADAIAN SYARIAH CABANG GORONTALO

Abstract

One of the products at Pegadaian is savings, but savings at Pegadaian are not in the form of money but in the form of gold savings. Gold Savings is a gold balance deposit service that makes it easier for people to invest in gold. Gold investment has become an advantage because gold is specifically resistant to inflation and economic pressure. The purpose of this study was to determine how much influence price fluctuations and marketing strategies have on the interest in transacting at the Sharia Pawnshop Gorontalo Branch. This study uses quantitative methods. The population in this study of 1,492 customers was obtained from the number of Gold Savings customers in 2020. The sampling formula used using the Slovin formula was obtained as many as 94 respondents, the sampling technique used was random sampling. The analytical method used using multiple regression analysis techniques. The results showed that based on partial statistical testing (t test) showed t-count 7,368 > t-table 1.662 and a significance value of 0.000 < (0.05) then the gold price fluctuation variable and the marketing strategy of gold savings products partially or simultaneously (together with -sama) has a positive and significant influence on interest in transactions at the Gorontalo Sharia Pawnshop Branch. Based on the simultaneous test (f test) the gold price fluctuation variable and the marketing strategy have a joint effect on transaction interest. The value of R square obtained is 0.641, indicating that 64.10%, the transaction interest variable can be explained by the gold price fluctuation variable and marketing strategy. While the remaining 35.90% is influenced by other variables that are not used in this study.