<![CDATA[This study aims to analyze the influence of situational and social factors on customer decisions to choose Rahn (Sharia-compliant pawn) products at the Pegadaian Syariah Soebrantas Branch in Pekanbaru City, both partially and simultaneously. The study is motivated by the importance of understanding the factors influencing customer decisions regarding Sharia-based financing products, thereby providing insights for Pegadaian Syariah to enhance service quality and marketing strategies. A quantitative approach utilizing a survey method was employed. The study population consisted of 2,179 customers using Rahn products at the Pegadaian Syariah Soebrantas Branch in Pekanbaru City in 2026. A sample of 96 respondents was selected using the Slovin formula and the accidental sampling technique. Data were collected via questionnaires using a Likert scale and analyzed using multiple linear regression with the Statistical Package for the Social Sciences (SPSS). The results indicate that situational factors have a positive and significant influence on customer decisions to choose Rahn products. Social factors also exert a positive and significant influence on customer decisions and represent a more dominant variable compared to situational factors. Simultaneously, situational and social factors have a positive and significant influence on customer decisions regarding the choice of Rahn products. These findings demonstrate that service environment conditions, service speed, reference group influence, and family support are key factors considered by customers when deciding to use Rahn products. ]]>
