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Sanda Berliana Putri
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PENGARUH HARGA DAN PROMOSI TERHADAP MINAT INVESTASI EMAS PADA NASABAH CICIL EMAS BSI KC JAMBI PATTIMURA Sanda Berliana Putri; Putri Apria Ningsih; Aztyara Ismadharliani
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 02 Juni 2026 Press
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.51668

Abstract

This research is motivated by the importance of secure investment instruments such as gold amidst economic uncertainty, which requires Islamic banking institutions to optimize pricing and promotional strategies to attract public interest. This study aims to analyze the influence of price and promotion on gold investment interest among customers of the Gold Installment (Cicil Emas) product at Bank Syariah Indonesia (BSI) Jambi Pattimura Branch Office. Using a quantitative approach, data were collected through questionnaires from 88 respondents and analyzed using multiple linear regression. The results show that partially, the price variable has a positive and significant effect on investment interest with a t-count of 5.649 and a significance of 0.000. The promotion variable is also proven to have a positive and significant influence with a t-count of 4.092 and a significance of 0.000. Simultaneously, both variables contribute significantly to increasing customer interest in gold investment. This indicates that competitive pricing policies and appropriate promotional intensity are key factors in the success of the Gold Installment product.
Co-Authors Aztyara Ismadharliani Putri Apria Ningsih