Pengaruh Pengetahuan, Promosi, Dan Kualitas Pelayanan Terhadap Keputusan Nasabah Dalam Memilih Produk Gadai Emas Di Bank Syariah Indonesia Kabupaten Sarolangun

Abstract

The Islamic bank, which previously only introduced alternative practices of Islamic banking, has now grown and positioned itself as a major player in Indonesia's economic landscape. Researchers aim to understand partially and simultaneously the influence of knowledge, promotion, and service quality on customers' decisions in choosing Sharia gold pawn products at Bank Syariah Indonesia in Sarolangun Regency. The sample population used in this study consists of 90 respondents from the Sarolangun Regency community. The data utilized in this research is primary data analyzed using multiple linear regression analysis. The results indicate that, partially, knowledge does not have a significant effect, but promotion and service quality significantly influence customers' decisions in choosing Sharia gold pawn products at Bank Syariah Indonesia in Sarolangun Regency. Meanwhile, simultaneously, knowledge, promotion, and service quality have a positive and significant impact on customers' decisions in choosing Sharia gold pawn products at Bank Syariah Indonesia in Sarolangun Regency