PENGARUH PROMOSI, KUALITAS PELAYANAN, CITRA MEREK DAN RELIGIOSITASTERHADAP MINAT MASYARAKAT MENDAFTAR ARRUMHAJI PADA PEGADAIAN SYARIAH CABANG PEKALONGAN

Nor, Anisa (2023) PENGARUH PROMOSI, KUALITAS PELAYANAN, CITRA MEREK DAN RELIGIOSITASTERHADAP MINAT MASYARAKAT MENDAFTAR ARRUMHAJI PADA PEGADAIAN SYARIAH CABANG PEKALONGAN. Undergraduate Thesis thesis, Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan.

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Abstract

The background of the problem in this study is the development of the number of Arrum Haji customers at the Pekalongan Branch sharia pawnshop in 2022 has decreased drastically from 2019. Therefore, Pegadaian Syariah Pekalongan Branch must be more active in developing its business and making business strategies to attract public interest in using Arrum Haji products by looking at the current conditions of competition in the service industry is getting tighter. This type of research is quantitative research. The variabels in this study are promotion variabels, service quality, brand image, religiosity and public interest. Data in the study were collected using questionnaires with accidental sampling techniques. The number of samples used was 100 respondents. The analytical tests used are validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t tests, f tests and determination tests. The results showed that promotion and service quality did not affect people's interest in registering for Hajj Arrum, while brand image and religiosity had an effect on people's interest in registering for Hajj Arrum. Then simultaneously, promotion, service quality, brand image and religiosity affect public interest in registering for Hajj Arrum at the Pekalongan Branch sharia pawnshop.

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