Pengaruh Promosi Logam Mulia terhadap Minat Nasabah pada  PT. Pegadaian UPC Paniki Manado

Cicilia Angelina Pandaleke; Diana Roweina S. Maramis; Alfian Ranny Poluan

doi:10.61132/lokawati.v4i5.2761

Authors

Cicilia Angelina Pandaleke Politeknik Negeri Manado
Diana Roweina S. Maramis Politeknik Negeri Manado
Alfian Ranny Poluan Politeknik Negeri Manado

DOI:

https://doi.org/10.61132/lokawati.v4i5.2761

Keywords:

Customer Interest, Pawnshop, Precious Metal, Promotion, Simple Linear Regression

Abstract

This study aims to determine the influence of precious metal promotion on customer interest at PT. Pegadaian UPC Paniki Manado, and to identify a recommended promotional strategy based on the findings. The study is motivated by the strong potential of the precious metal installment product as a safe, affordable investment, although the effectiveness of its promotion still needs examination. A quantitative, associative research design was used. The sample consisted of 50 customers already aware of the promotion, selected through purposive sampling. Data were collected via a Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, Pearson correlation, and simple linear regression using SPSS. Results show the instrument is valid and reliable, with a Cronbach's Alpha of 0.911 for Promotion and 0.913 for Customer Interest. The Pearson correlation coefficient is 0.709, indicating a strong relationship. Regression analysis produced Y = 10.282 + 0.809X with an R Square of 0.503, meaning Promotion explains 50.3% of the variation in Customer Interest. The t-test shows a t-count of 6.965, greater than the t-table value of 2.011, with significance 0.000 < 0.05. Thus, H0 is rejected and H1 is accepted, indicating Precious Metal Promotion has a positive and significant influence on Customer Interest. Based on these findings, the company is advised to continue improving promotion quality through digital media and direct public education, while also considering other factors beyond promotion that influence customer interest, to support sustainable growth in customer interest.

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