<![CDATA[This study aims to analyze the effect of interest rates and service quality on customers’ decisions to use gold pawn services at PT Pegadaian Branch Parepare. The research adopts a quantitative approach to obtain measurable and objective results regarding customer behavior. Primary data were collected through structured questionnaires distributed to 362 respondents, with the sample size determined using the Slovin formula. The data were then processed and analyzed using multiple linear regression techniques with the assistance of SPSS version 27. This analytical approach enables the study to examine both partial and simultaneous relationships between the independent variables and the dependent variable. The study is designed to provide a comprehensive empirical understanding of how economic factors, such as interest rates, and non-economic factors, such as service quality, contribute to shaping customer decisions. By identifying these relationships, the research offers valuable insights into customer preferences and decision-making patterns in financial service utilization, particularly in the context of gold pawn products. The findings are expected to serve as a useful reference for practitioners and policymakers in enhancing service effectiveness, improving competitive strategies, and supporting evidence-based decision-making within the financial services sector.]]>
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