PENGARUH PROMOSI DIGITAL, KEMUDAHAN TRANSAKSI, DAN KEPUASAN PELANGGAN TERHADAP KEPUTUSAN NASABAH DALAM MENGGUNAKAN TABUNGAN EMAS DIGITAL PADA PT PEGADAIAN CABANG KM 5 PALEMBANG

Oktiviani, O (2026) PENGARUH PROMOSI DIGITAL, KEMUDAHAN TRANSAKSI, DAN KEPUASAN PELANGGAN TERHADAP KEPUTUSAN NASABAH DALAM MENGGUNAKAN TABUNGAN EMAS DIGITAL PADA PT PEGADAIAN CABANG KM 5 PALEMBANG. S-1 thesis, 021008 Universitas Tridinanti.

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Abstract

ABSTRAK OKTIVIANI. Pengaruh Promosi Digital, Kemudahan Transaksi, dan Kepuasan Pelanggan terhadap Keputusan Nasabah dalam Menggunakan Tabungan Emas Digital pada PT Pegadaian Cabang KM 5 Palembang. (Di bawah bimbingan Ibu Dr. Yuni Adinda Putri, S.E., M.Si. dan Bapak Herman Efrizal, S.E., M.M.). Penelitian ini bertujuan untuk menganalisis pengaruh promosi digital, kemudahan transaksi, dan kepuasan pelanggan terhadap keputusan nasabah dalam menggunakan Tabungan Emas Digital pada PT Pegadaian Cabang KM 5 Palembang. Metode yang digunakan adalah metode kuantitatif dengan pendekatan asosiatif. Populasi penelitian berjumlah 150 nasabah pengguna Tabungan Emas Digital, dengan sampel sebanyak 110 responden yang ditentukan menggunakan rumus Slovin. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda, uji F, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa secara simultan promosi digital, kemudahan transaksi, dan kepuasan pelanggan berpengaruh signifikan terhadap keputusan nasabah dengan nilai F hitung sebesar 40,806 dan signifikansi 0,000 < 0,05. Secara parsial, promosi digital, kemudahan transaksi, dan kepuasan pelanggan masing-masing berpengaruh positif dan signifikan terhadap keputusan nasabah dengan nilai signifikansi berturut-turut sebesar 0,002; 0,000; dan 0,001. Nilai Adjusted R Square sebesar 0,523 menunjukkan bahwa ketiga variabel independen mampu menjelaskan 52,3% variasi keputusan nasabah, sedangkan 47,7% sisanya dipengaruhi oleh faktor lain di luar penelitian. Kata Kunci: Promosi Digital, Kemudahan Transaksi, Kepuasan Pelanggan, Keputusan Nasabah, Tabungan Emas Digital. ABSTRACT OKTIVIANI. The Influence of Digital Promotion, Transaction Convenience, and Customer Satisfaction on Customers’ Decisions to Use Digital Gold Savings at PT Pegadaian KM 5 Branch Palembang. (Supervised by Dr. Yuni Adinda Putri, S.E., M.Si. and Herman Efrizal, S.E., M.M.). This study aims to analyze the influence of digital promotion, transaction convenience, and customer satisfaction on customers’ decisions to use Digital Gold Savings at PT Pegadaian KM 5 Branch Palembang. This research employed a quantitative method with an associative approach. The population consisted of 150 customers who used the Digital Gold Savings service, with a sample of 110 respondents determined using the Slovin formula. Data were collected through questionnaires and analyzed using multiple linear regression, F-test, t-test, and coefficient of determination. The results showed that digital promotion, transaction convenience, and customer satisfaction simultaneously have a significant effect on customers’ decisions to use Digital Gold Savings, with an F-value of 40.806 and a significance value of 0.000 < 0.05. Partially, digital promotion, transaction convenience, and customer satisfaction each have a positive and significant effect on customers’ decisions, with significance values of 0.002, 0.000, and 0.001, respectively. The Adjusted R Square value of 0.523 indicates that the three independent variables explain 52.3% of the variation in customers’ decisions, while the remaining 47.7% is influenced by other factors not examined in this study. Keywords: Digital Promotion, Transaction Convenience, Customer Satisfaction, Customer Decision, Digital Gold Savings.

Item Type: Thesis (S-1)
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Ny O OKTIVIANI
Date Deposited: 06 Aug 2026 07:20
Last Modified: 06 Aug 2026 07:20
URI: http://repository.univ-tridinanti.ac.id/id/eprint/11304

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