<![CDATA[This study explores the influence of brand trust, service quality, and price on purchase decisions and customer loyalty in the Gold Bullion investment sector at PT. Pegadaian, with a particular focus on the moderating role of customer satisfaction. The research aims to provide a comprehensive conceptual framework that links these factors and evaluates their collective impact on consumer behavior. Utilizing a qualitative research approach, the study employs interviews, open questionnaires, and observations from both PT. Pegadaian customers and employees. Thematic analysis is applied to identify patterns related to customer satisfaction, service quality, and loyalty. Findings reveal that brand trust, characterized by PT. Pegadaian’s reputable status as a state-owned institution, plays a significant role in driving purchase decisions and fostering loyalty. Service quality, particularly the ease of transactions and product availability, is another key driver. Competitive pricing, especially with flexible payment options, enhances customer retention. Furthermore, customer satisfaction is found to act as a moderating variable, strengthening the positive effects of brand trust, service quality, and price on customer loyalty. These insights provide valuable implications for PT. Pegadaian to refine its marketing strategies and enhance customer engagement in the gold investment market.]]>
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