CD Tesis

Pengaruh Kualitas Layanan, Promosi Terhadap Keputusan Nasabah Tabungan Emas Melalui Minat Nasabah Pada Pt. Pegadaian (Persero) Kanwil II Pekanbaru

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Gold Savings is one of the flagship products of PT. Pegadaian (an asset that has high
liquidity and its value follows the inflation rate. This study aims to examine, explain the study
and produce Gold Through Customer Interests at PT. Pegadaian (Persero) Regional Office II
Pekanbaru.
The method used in this study uses a quantitative method with a survey method
(explanatory). The sampling technique used is a non-probability sampling technique.
This research consists of primary data and secondary data. Data were collected using a
closed questionnaire with a Likert scale of 1-5. This research uses Structural Equation
Modeling (SEM) and is processed with the help of PLS 7.0 Warp Software.
The results of the path analysis show that service quality has a significant effect
on customer interest by 0.22; promotion has a significant effect on customer interest by
0.58; service quality has a significant effect on customer decisions by 0.17; promotion
has a significant effect on customer decisions by 0.21; interest has a significant effect
on customer decisions by 0.35, service quality has no significant effect on customer
decisions through customer interest because the P value> 0.001, and promotions has a
significant effect on customer decisions through customer interest by 0.021.
The results of this study indicate that the coefficient of determination of service
quality and promotion of customer decisions through interest is 0.29, which means that
service quality and promotion affect customer decisions through interest is 29%. While
the value of the coefficient of determination of service quality and promotion of direct
customer decisions is 0.27, which means that the quality of services and promotions
affect customer decisions directly is 27%. Judging from the low value of the average
coefficient or R-Square, it is recommended to further researchers to add exogenous
variables which are considered capable of increasing their influence on the variables of
customer interest and decisions.
Based on the research, it is hoped that the Pawnshop will always improve
services to attract customers' interest in deciding to open a gold savings account
Keywords: Service Quality, Promotion, Interest, Customer Decision, Pawnshop, Gold
Savings

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1810246404

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1810246404

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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