PENGARUH LITERASI KEUANGAN, DIGITAL MARKETING, BRAND IMAGE DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN EMAS DI PT. PEGADAIAN SUKOHARJO

Abstract

Gold is a valuable commodity with high selling value and is used as a medium of exchange in sales transactions. The high demand for gold jewelry requires companies to be able to increase consumer desire to purchase gold products. The purpose of this study is to analyze the effect of financial literacy, digital marketing, brand image, and trust on gold purchasing decisions. This study is a survey study. The research population consists of consumers or gold buyers at PT. Pegadaian Sukoharjo, totaling 2,045 consumers. The sampling technique used accidental sampling used Slovin formula, result sample of 95 respondents. The data sources used were primary and secondary data. The data collection methods used questionnaires and literature studies. The data analysis technique used multiple linear regression. The results show that financial literacy has a significant effect on consumer decisions in purchase gold at PT Pegadaian Sukoharjo. Digital marketing has a significant effect on consumer decisions in purchase gold at PT Pegadaian Sukoharjo. Brand image has a significant effect on consumer decisions in purchase gold at PT Pegadaian Sukoharjo. Trust has a significant effect on consumer decisions in purchase gold at PT Pegadaian Sukoharjo