Analisis Pengaruh Promosi, Kualitas Layanan, Nilai Taksiran, dan Persepsi Sewa Modal (Mu'nah) terhadap Keputusan Nasabah Bertransaksi Gadai Emas di Pegadaian Cabang Syariah Luwu Palopo

Umi Kalsum (Universitas Fajar Makassar)
Muliyadi Hamid (Universitas Fajar Makassar)
Abdul Samad Arief (Universitas Fajar Makassar)

Jurnal Riset Manajemen
Vol 4 No 3 (2026): September: JURNAL RISET MANAJEMEN (JURMA)

The purpose of this study was to analyze the influence of promotion, service quality, appraised value, and perceptions of capital lease, both partially and simultaneously, on customer decisions to pawn gold at the Pegadaian Syariah Branch in Luwu, Palopo. This research was a survey with a quantitative approach. The research location was the Pegadaian Syariah Branch in Luwu, Palopo. The population in this study were customers who use gold pawn products at the Pegadaian Syariah Branch in Luwu, Palopo, with a sample size of 118 respondents. The sampling technique used was purposive sampling. The primary instrument used to obtain data was a questionnaire. The data analysis technique used was multiple linear regression analysis with the help of SPSS version 26. The results of the study indicate that promotions have a positive and significant effect on customers' decisions to pawn gold at the Pegadaian Syariah Luwu Palopo Branch. Service quality has a positive and significant effect on customers' decisions to pawn gold at the Pegadaian Syariah Luwu Palopo Branch. Appraised value has a positive and significant effect on customers' decisions to pawn gold at the Pegadaian Syariah Luwu Palopo Branch. Perceptions of capital leases have a positive and significant effect on customers' decisions to pawn gold at the Pegadaian Syariah Luwu Palopo Branch. Promotion, service quality, appraised value, and perceptions of capital leases simultaneously have a positive and significant effect on customers' decisions to pawn gold at the Pegadaian Syariah Luwu Palopo Branch.