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All Journal ProBisnis : Jurnal Manajemen International Journal of Business, Economics & Financial Studies
Siburian, Maretta Selvana
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Influence of The Marketing Mix on Customer Decisions to Choose Gold Savings at PT Pegadaian Branch of Pematangsiantar City in 2024 Barus, Ben Setiawan; Sirait , Yesicha Triarni; Purba, Ayu Azzari; Panjaitan , Gabriel; Siburian, Maretta Selvana; Asnahwati, Asnahwati
ProBisnis : Jurnal Manajemen Vol. 15 No. 6 (2024): December: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

This research aims to analyze the influence of the Marketing Mix on customers' decisions to choose gold savings, both partially and simultaneously at PT Pegadaian Pematangsiantar City Branch. The type of research used is quantitative descriptive. The population in this study were all customers who chose gold savings at PT Pegadaian Pematangsiantar City Branch and the sample size in this study was determined by making the population into a sample, so that the sample for this study was 50 respondents. The data source in this research is primary data using a research instrument in the form of a questionnaire. The data collection method used is survey research. This research uses multiple linear regression analysis for statistical analysis and the regression model has been tested first in the classic assumption test. The results of this research state that simultaneous testing shows that there is a significant influence of product, price, location and promotion together on customers' decisions to choose gold savings at PT Pegadaian, Pematangsiantar City Branch. In the calculated F test 591.371> F table 2.578739, with a significant value of 0.05, it was stated that there was a significant influence between the Marketing Mix on the Customer's Decision to Choose Gold Savings at PT Pegadaian Pematangsiantar City Branch. Multiple regression analysis shows that partially the consumer's decision to choose gold savings (Y) is significantly influenced by Product and Promotion, meanwhile price and location show that these variables have no significant partial influence (the value in the Sig. column is greater than 0.05 ).
The Influence of Non-Cash Transactions (Cashless) on Customer Convenience in Transacting at PT Pegadaian UPC Sudirman Pematang Siantar Panjaitan, Santi Rohdearni; Panjaitan, Hadi; Sitanggang, Augustinus Suryadi; Barus, Ben Setiawan; Siburian, Maretta Selvana
ProBisnis : Jurnal Manajemen Vol. 16 No. 3 (2025): June: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62398/probisnis.v16i3.1024

Abstract

Pegadaian is a non-bank financial institution that officially has a permit to carry out its operational activities in the form of credit financing to the community in the form of distributing funds in relatively small or large amounts on the basis of pawn, as well as deposit services, appraisal services. The pawned goods must have economic value so that they can be used as an appraisal value by the pawnbroker. This study focuses on determining the effect of non-cash transactions (cashless) on customer convenience in transacting at PT Pegadaian UPC Sudirman, Pematangsiantar. The results of this study are that non-cash variables (cashless) have a positive and significant effect on customer convenience. This can be proven through the results of the t-test statistical test obtained a sig. value of 0.00 <0.05. The comparison of t-count 5.611> t-table 2.001. so it can be concluded that H0 is rejected and Ha is accepted, which means that cashless transactions (X) have a positive and significant influence on customer convenience (Y) of PT Pegadaian UPC Sudirman Pematangsiantar.
The Effect of Instagram Marketing and Customer Experience on Customer Loyalty through Customer Engagement in Mili Kopi Pematang Siantar, Indonesia Siburian, Maretta Selvana; Lubis, Arlina Nurbaity; Situmorang, Syafrizal Helmi
International Journal of Business, Economics & Financial Studies Vol. 1 No. 1 (2023): May 2023
Publisher : Indonesia Academia Research Society

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62157/ijbefs.v1i1.7

Abstract

Using social media, such as Instagram, to market products is believed to be more effective and efficient in reaching consumers. The use of social media is closely related to the phenomenon of posting, which is a profitable opportunity for businesses because it can indirectly attract consumers to visit. In addition to social media marketing, creating a good customer experience is crucial as it allows consumers to bond emotionally with the product, ensuring their loyalty. This study aimed to determine and analyze the effect of Instagram Marketing and Customer Experience on customer loyalty, with Customer Engagement as the mediating variable. An associative quantitative method was used with the help of the SPSS program. This research also employed path analysis. The sample of this study consisted of 115 respondents with the criteria of having visited and bought Mili Kopi Café products. The data were collected using questionnaires. The findings suggest that Instagram Marketing and Customer Experience positively affect Customer Loyalty. This study also found that customer engagement is proven to mediate Instagram marketing and customer experience on customer loyalty.
Co-Authors Arlina Nurbaity Lubis asnahwati asnahwati, asnahwati Barus, Ben Setiawan Hadi Panjaitan Panjaitan , Gabriel Panjaitan, Santi Rohdearni Purba, Ayu Azzari Sirait , Yesicha Triarni Sitanggang, Augustinus Suryadi Situmorang, Syafrizal Helmi