Pengaruh Merek, Harga dan Promosi terhadap Minat Gadai Emas Pada PT. Bank Syariah Indonesia Kantor Cabang Lombok Pancor

Abdul Hanan; Muhammad Sapwan; Muh. Khairul Fatihin

doi:10.55587/jla.v6i1.206

Penulis

Abdul Hanan Institut Agama Islam Hamzanwadi Pancor, Indonesia
Muhammad Sapwan Institut Agama Islam Hamzanwadi Pancor
Muh. Khairul Fatihin Institut Agama Islam Hamzanwadi Pancor

DOI:

https://doi.org/10.55587/jla.v6i1.206

Kata Kunci:

Brand, Price, Promotion, Customer Interest, Islamic Banking

Abstrak

Purpose: This study aims to examine the influence of brand, price, and promotion on customer interest in using gold pawn products at Bank Syariah Indonesia (BSI) KCP Pancor. The research seeks to identify which factors most strongly drive customers’ decisions to engage with Islamic pawn financing services, contributing to a deeper understanding of consumer behavior in Islamic banking.

Method: A quantitative approach with an associative causal design was employed. The study involved 100 respondents selected through purposive sampling. Data were collected using a structured questionnaire based on a five-point Likert scale. The analysis utilized multiple linear regression supported by validity and reliability tests, classical assumption tests, the t-test, F-test, and coefficient of determination (R²) analysis.

Finding: The results reveal that brand has no significant influence on customer interest, while price and promotion have significant and positive effects. The coefficient of determination (R²) of 0.349 indicates that 34.9% of customer interest is explained by brand, price, and promotion, while the remaining 65.1% is affected by other variables not included in this model. These findings demonstrate that practical factors, such as competitive pricing and effective promotional strategies, play a more dominant role in shaping customer preferences for Islamic gold pawn products.

Novelty: This study provides empirical evidence that in the context of Islamic banking, customer interest is more strongly influenced by tangible benefits such as pricing and promotional appeal than by brand image. It highlights a behavioral shift among customers who prioritize economic and informational value over symbolic brand perception, offering new insights for Islamic financial institutions to refine their marketing strategies.

Referensi

Adinia, Septa, and Ilmi Usrotin Choiriyah. 2024. “Strategi Program Ketahanan Pangan Dalam Menanggulangi Stunting Di Desa Ketapang Kecamatan Tanggulangin Kabupaten Sidoarjo.” Equilibrium : Jurnal Ilmiah Ekonomi, Manajemen Dan Akuntansi 13 (1): 148. https://doi.org/10.35906/equili.v13i1.1896.

Arif, Sirojudin, Widjajanti Isdijoso, Akhmad Ramadhan Fatah, and Ana Rosidha Tamyis. 2020. Tinjauan Strategis Ketahanan Pangan Dan Gizi Di Indonesia: Informasi Terkini 2019-2020. The SMERU Research Institute. https://www.smeru.or.id/sites/default/files/publication/rr_fsn_indonesia_finalreport_ind.pdf.

Dirmawati, Dirmawati, and Muthahharah Arli Putri. 2023. “Minat Menggadaikan Emas Pada Produk Gadai Berdasarkan Akad Rahn Dan Promosi.” Journal of Regional Economics and Development 1 (2). https://doi.org/10.47134/jred.v1i2.140.

Fitria, Lailatul, and Ahmad Rahman. 2023. “Pengaruh Harga, Kualitas Layanan, Dan Kepercayaan Terhadap Keputusan Nasabah Menggunakan Produk Gadai Emas Di Bank Syariah Indonesia.” Jurnal Ekonomi Syariah Dan Bisnis 9 (2): 122–36.

Hanifa, Riri, and Teuku Muhammad Haqiqi. 2024. “The Influence of the Marketing Mix on the Interests of Customers Using Murabahah’s Financing Products.” Islamic Banking: Jurnal Pemikiran Dan Pengembangan Perbankan Syariah 9 (2): 329–50. https://doi.org/10.36908/isbank.v9i2.1064.

Haryanti, Fitri, and Lulup Endah Tripalupi. 2022. “Faktor-Faktor Yang Mempengaruhi Keputusan Nasabah Menggunakan Produk Pembiayaan Gadai Emas Di PT Bank Syariah Mandiri KCP Buleleng.” Jurnal Akuntansi Profesi 13 (1): 45–56.

Hilalludin;Hilalludin. 2025. “Anak Muda, Media Sosial, Dan Agama Yang Cair: Fenomenologi Hijrah Digital Di Indonesia” 5 (1): 1–23. https://doi.org/10.20885/millah.vol22.iss1.art6.1.

Hilalludin Hilalludin. 2024. “Manajemen Kyai VS Pesantren Moderen Sebagai Sebuah Sistem Pendidikan Islam” 1 (1): 451–63. https://doi.org/10.51468/ijer.v1i1.688.

Ikhsan, Nur, Fadilla Fadilla, and Choirunnisak Choirunnisak. 2022. “Pengaruh Promosi Dan Harga Emas Terhadap Minat Nasabah Produk BSI Gadai Emas (Studi Kasus Ex Bank Syariah Mandiri KC Simpang Patal Palembang).” JIMPA : Jurnal Ilmu Manajemen Dan Perbankan Syariah 2 (2): 351–76. https://doi.org/10.36908/jimpa.v2i2.86.

Khair, Anisatul, and Firman Setiawan. 2024. “Analisis Determinan Pada Faktor Yang Mempengaruhi Minat Nasabah Dalam Menggadaikan Emas Di Pegadaian UPS Pasar Anom.” Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 6 (2): 341. https://doi.org/10.47467/alkharaj.v6i2.341.

Madjid, M Nazori, Refky Fielnanda, and Bela Sesarwati. 2022. “Pengaruh Fluktuasi Harga Emas Dan Promosi Terhadap Minat Nasabah Pada Produk Tabungan Emas Di Pegadaian Syariah Jelutung.” Jurnal Publikasi Manajemen Informatika 2 (1): 55–64. https://doi.org/10.55606/jupumi.v2i1.692.

Maryani, Erna Dwi, and Hilalludin Hilalludin. 2025. “Peran Pendidikan Dasar Dalam Mencegah Ketergantungan Gadget Pada Anak Usia 7-12 Tahun” 2 (April). https://doi.org/10.62387/elementarypedagogia.v2i1.206.

Mochlasin, Mochlasin, Nornajihah Nadia Hasbullah, Ahmad Mifdlol Muthohar, and Saiful Anwar. 2023. “Customer Switching Behavior among Indonesian Muslims: Evidence from the Merger of Indonesia’s State-Owned Islamic Banks.” Cogent Business & Management 10. https://doi.org/10.1080/23311975.2023.2287781.

Putri, Wulan Ayu, and Eko Nurhadi. 2024. “Analisis Pengaruh Strategi Promosi, Citra Merek, Dan Harga Terhadap Keputusan Pembelian Di Era Digital Commerce.” Jurnal Digital: Ekonomi Dan Manajemen 8 (1): 45–59.

Rahmadani, Siti, and Dwi Fitriana. 2023. “Pengaruh Harga, Promosi, Dan Kualitas Layanan Terhadap Keputusan Nasabah Menggunakan Produk Gadai Emas Di Bank Syariah Indonesia.” Jurnal Ekonomi Syariah Dan Keuangan Islam 11 (2): 150–63.

Rahmawati, Fitria, and Nurlaila Sari. 2023. “User Acceptance of Gold Pawn Application in Islamic Banks.” Indonesian Journal of Islamic Studies (IJIS) 5 (2): 101–14.

Rinawati. 2024. “Peran Perempuan Dalam Penerapan Urban Farming Untuk Meningkatkan Ketahanan Pangan Dan Ketangguhan Keluarga Di Kelurahan Pasie Nan Tigo Dan Padang Sarai.” EJPP: Ekasakti Jurnal Penelitian & Pengabdian 4 (2): 730–37. https://www.ejurnal-unespadang.ac.id/index.php/EJPP/article/download/1186/1136.

Safi’i, M Aris, and Rizky Andrean. 2022. “Implementation of the Gold Pawn at Sharia Bank and Sharia Pawnshop: Analysis Based on Abu Syuja’s Perspective.” Jurnal Ilmiah Ekonomi Islam 8 (02): 1617–25. https://doi.org/10.29040/jiei.v8i2.4800.

Safi’I, M Aris, and Rizky Andrean. 2022. “Implementation of the Gold Pawn at Sharia Bank and Sharia Pawnshop: Analysis Based on Abu Syuja’s Perspective.” Jurnal Ilmiah Ekonomi Islam 8 (02): 1617–25. https://doi.org/10.29040/jiei.v8i2.4800.

Sari, Dian Puspita, Laila Rahmawati, and Aditya Nugroho. 2023. “Pengaruh Persepsi Merek, Kepercayaan, Dan Nilai Nasabah Terhadap Keputusan Menggunakan Layanan Gadai Emas Syariah.” Jurnal Ekonomi Syariah Dan Keuangan 10 (2): 115–28.

Yuliani, Rina, and Muhammad Hidayat. 2023. “Analisis Pengaruh Merek, Kepercayaan, Dan Kualitas Pelayanan Terhadap Keputusan Nasabah Menggunakan Produk Keuangan Syariah.” Jurnal Ekonomi Dan Perbankan Syariah 11 (2): 89–102.

Astri, Yulita, Muhammad Lathief Ilhamy Nasution, and Tuti Anggraini. 2024. “Marketing Mix Strategy in Islamic Economic Perspective on BSI Gold Pawn Products (Case Study of Bank Syariah Indonesia KCP Kisaran).” Dinasti International Journal of Economics, Finance & Accounting 5 (1): 149–60. https://doi.org/10.38035/dijefa.v5i1.2447.

Dirmawati, D, and M A Putri. 2024. “Minat Menggadaikan Emas Pada Produk Gadai Berdasarkan Akad Rahn Dan Promosi.” Journal of Regional Economics and Development 1 (2): 1. https://doi.org/10.47134/jred.v1i2.140.