Publication Details
Abstract
The purpose of this study is to determine the effect of marketing mix variables, namely product variables on customer investment interest, price variables on customer investment interest, promotion variables on customer investment interest and place variables on customer investment interest (Case Study of PT. Pegadaian UPC Rambipuji Jember). This study uses a quantitative approach with a multiple linear regression analysis approach, which means that research aims to determine the influence or relationship between two or more variables. This study examines the influence of products, prices, promotions and places on customer investment interest at PT. Pegadaian UPC Rambipuji Jember. The population in this study were gold savings customers at PT. Pegadaian UPC Rambipuji, with a sample of 364 people. The sample was taken using a purposive sampling technique where the determination of this sample was based on certain considerations or criteria. Data collection was carried out through questionnaires distributed offline and online to respondents who were gold savings customers at PT. Pegadaian UPC Rambipuji. The results of this study at a significant level of 0.05% can be concluded partially that products, prices, promotions and places have a positive and significant influence on customer investment interest in PT. Pegadaian UPC Rambipuji Jember. This can be seen based on the results of the determination coefficient test (R2) that the four independent variables influence customer investment interest in PT. Pegadaian UPC Rambipuji Jember by 74.5% and the remaining 25.5% is influenced by other variables.