Analyzing Consumer Decisions in Utilizing Gold Pawn Services through the Service Marketing Mix Approach

Ahmad Syarif Nasution, Syafrizal Helmi Situmorang

Abstract


This study aims to analyze the influence of the service marketing mix on consumer decisions to use Islamic gold pawn services at Bank Syariah Indonesia (BSI) KCP Medan Adam Malik. The marketing mix includes seven variables: product, price, place, promotion, people, process, and physical evidence. A quantitative descriptive approach was employed, using purposive sampling to collect data from 30 respondents who had used the gold pawn services at the selected branch. Data were gathered through a structured questionnaire and analyzed using multiple linear regression. The results showed that the marketing mix variables simultaneously have a significant effect on customer decisions. However, only two variables place and people were found to have a significant partial effect. The place variable emerged as the most influential factor, indicating the importance of strategic location and branch accessibility in customer decision-making. The findings underscore the need for targeted marketing strategies focused on service delivery and branch presence to increase customer engagement in Islamic pawn financing. This study contributes to the growing body of literature on Islamic financial services marketing and offers practical insights for enhancing consumer trust and participation in Sharia-compliant financial products.


Keywords


Gold Pawn Services, Marketing Mix, Muslim Consumers, Service Marketing Strategy, Sharia Banking.

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References


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DOI: https://doi.org/10.17509/ijee.v8i1.80585

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