The Influence of Gold Price Fluctuations and Promotional Strategies on Customer Interest in Investing in Gold at PT. Pegadaian Kreo Branch: PENGARUH FLUKTUASI HARGA EMAS DAN STRATEGI PROMOSI TERHADAP MINAT NASABAH BERINVESTASI EMAS DI PT.PEGADAIAN CABANG KREO - Nugraha, Pashya Ade; Sabariah, Etika (Ekonomipedia: Jurnal Ekonomi Manajemen dan Bisnis, 2025)
Abstract. the influence of gold price fluctuations and promotional strategies on customer interest in investing in gold at PT Pegadaian. Gold remains a popular investment instrument in Indonesia, especially during times of economic uncertainty. However, gold price fluctuations and promotional strategies significantly affect investment decisions. This research aims to determine the impact of gold price fluctuations and promotional strategies on customer interest in investing in gold products at the Kreo branch of Pegadaian. The research method used is quantitative statistics with 85 respondents. Data were collected through observation, interviews, and questionnaires. The analysis results show that gold price fluctuations have a significant effect on purchasing decisions (t_count 4.580 > t_table 1.989, significance 0.000 < 0.05). Promotional strategies also have a significant effect (t_count 9.248 > t_table 1.984, significance 0.000 < 0.05). Simultaneously, both variables have a significant effect (F_count 102.045 > F_table 3.11, significance 0.000). The R Square value of 0.713 indicates that both factors influence 71.3% of the investment interest decision.   Abstrak. pengaruh fluktuasi harga emas dan strategi Promosi terhadap minat nasabah berinvestasi emas di PT Pegadaian. Emas tetap menjadi instrumen investasi yang populer di Indonesia, terutama pada saat ketidakpastian ekonomi. Namun, Fluktuasi harga emas dan Strategi Promosi secara signifikan mempengaruhi keputusan investasi.Penelitian ini bertujuan untuk mengetahui Fluktuasi harga emas dan strategi Promosi terhadap minat nasabah berinvestasi produk emas di pegadaian cabang kreo. Metode penelitian yang digunakan adalah kuantitatif statistik dengan 85 responden. Data dikumpulkan melalui observasi, wawancara, dan kuesioner. Hasil analisis menunjukkan bahwa Fluktuasi Harga emas berpengaruh signifikan terhadap keputusan pembelian (thitung 4,580> ttabel 1,989, signifikansi 0,000 < 0,05). Strategi Promosi juga berpengaruh signifikan (thitung 9,248 > ttabel 1,984, signifikansi 0,000 < 0,05). Secara simultan, kedua variabel berpengaruh signifikan (fhitung 102,045 > ftabel 3,11, signifikansi 0,000). Nilai R Square sebesar 0,713 menunjukkan bahwa keduanya memengaruhi 71,3% keputusan minat berinvestasi.