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All Journal Advances in Business & Industrial Marketing Research
Iwan Darmawan
Institut Teknologi dan Bisnis Nobel Indonesia, Makassar, Indonesia
Economics, Econometrics & Finance

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Brand Awareness, Brand Image, and Brand Trust on Costumer’s Decisions to Use Sharia-Compliant Pawnshop Products Iwan Darmawan; Ahmad Firman; Fitriani Latief
Advances in Business & Industrial Marketing Research Vol. 4 No. 2 (2026): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v4i2.828

Abstract

Purpose: This study aims to analyze the influence of brand awareness, brand image, and brand trust on customers’ decisions to use Sharia pawnbroking products at PT Pegadaian Syariah Ujungbulu. Research Method: This study employs a quantitative approach using a survey method involving 102 customers selected through random sampling. Data analysis was conducted using validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. Results and Discussion: The study indicates that brand awareness and brand image do not significantly affect customer decisions, whereas brand trust has a positive and significant effect. These findings suggest that the decision to use sharia-compliant pawnshop products is influenced more by trust in sharia compliance, contract transparency, and transaction security than by brand awareness or brand image. Implications: This study underscores the importance of building customer trust through consistent adherence to Sharia principles and improving service quality. Originality: This study highlights brand trust as the primary determinant of customer decisions regarding sharia pawnbroking services.
Co-Authors Ahmad Firman Latief, Fitriani