Analisis Kualitas Pelayanan, Marketing Mix, dan Psikologis terhadap Minat Beli Nasabah pada Produk Nongadai Kredit Mikro Jaminan BPKB (Studi Kasus pada PT Pegadaian Losari Cirebon)

Abstract

This study aims to examine the influence of service quality, marketing mix, and psychological factors on customer buying interest in BPKB-guaranteed microcredit pawn products, both partially and simultaneously, at PT Pegadaian Losari Cirebon. The approach used is quantitative descriptive with empirical studies and surveys. The study population was all customers of PT Pegadaian Losari Cirebon, totaling 1,790 people, and a sample of 95 respondents was taken using the Slovin formula with a margin of error of 10%. Data was collected through questionnaires. The results of the analysis showed that service quality, marketing mix, and psychological factors had a positive and significant effect on customer buying interest, with each t value calculated greater than t table. Simultaneously, the three variables exerted a significant influence with the F value of the > F table at a significance level of 0.05. The contribution of these three variables to customer buying interest is 49.30%, while the rest, 50.70%, is influenced by other variables outside this study.