<![CDATA[Along with the increase in gold prices and the high need for alternative gold purchases in installments, there has also been an increase in public interest in gold investment. This condition causes competition between financial institutions in offering gold installment products, and requires PT Pegadaian to understand the factors that affect customer interest. This study uses a quantitative method with a descriptive approach. The respondents in this study amounted to 100 respondents who were determined by the Lemeshow formula with a simple random sampling technique. Data collection was carried out through a questionnaire with a likert scale. The data were analyzed by descriptive statistical analysis, instrument test, classical assumption test, and multiple linear regression analysis with the help of the SPSS program. Based on the results of the simultaneous test, it is known that the significance value is < 0.001 where this value is less than 0.05, so that prices and promotions have a positive and significant effect on the interest in buying gold installment products. In addition, the partial test showed that the significance value for the Price variable was 0.003 < 0.05 with a tcal value of 3.092 > 1.96, and the significance value of the Promotion variable was 0.001 < 0.05 with a tcal value of 3.746 > 1.96. This means that partially, prices and promotions also affect the interest in buying gold installment products at PT Pegadaian Palembang Branch.]]>
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