Gold Price, Promotion, and Trust in Pegadaian Batu Ampar Gold Installment Decisions

Abstract

This study examines the effects of gold price, promotion, and customer trust on purchasing decisions for the Mulia Ultimate Gold Installment Product at PT Pegadaian Batu Ampar Branch. A quantitative approach with a survey design was employed. The study involved the entire population of active  customers using the Mulia Ultimate Gold Installment Product, resulting in 93 respondents selected through total sampling. Data were collected using structured questionnaires and analyzed with IBM SPSS Statistics 26 through descriptive statistics, instrument testing, classical assumption tests, multiple linear regression, and hypothesis testing. The results demonstrate that gold price, promotion, and trust simultaneously have a significant effect on purchasing decisions. Individually, gold price, promotion, and trust also have significant positive effects on purchasing decisions. The regression model explains 77.4% of the variation in purchasing decisions, indicating a strong explanatory capacity. Among the independent variables, trust demonstrates the strongest influence, suggesting that customers place considerable importance on institutional ability, integrity, transparency, and reliability when purchasing gold through an installment scheme. These findings indicate that purchasing decisions for gold installment products are shaped not only by economic considerations related to price but also by promotional effectiveness and customer confidence in the financial institution. The study provides practical implications for PT Pegadaian Batu Ampar Branch to maintain transparent pricing, strengthen targeted promotional strategies, and continuously enhance customer trust to encourage purchasing decisions.