Pengaruh Status Ekonomi, Kepribadian, dan Psikologis terhadap Keputusan Nasabah Menggunakan Produk Gadai Emas di BPRS Bhakti Sumekar KCP Bluto

Abstract

The majority of the people of Bluto Subdistrict have middle to lower economic levels, so there are many needs that must be met, including daily needs and urgent needs. Customers who want to meet urgent needs will look for the right and fast solutions in order to be able to meet their needs. That is, by pawning gold to financial institutions, customers can borrow money from these institutions by bringing their valuables to be used as collateral. From several studies there is an element of discontinuity between one study and another, such as in Nur Jaenah's study which stated that socioeconomic status variables had no significant effect on student decisions in choosing Islamic bank savings products, whereas in Khoirul Mahdi Simamora's research it was shown that Economic conditions influence student decisions in choosing Islamic banks. This study aims to determine and analyze the effect of economic, personality and psychological status on customers' decisions to use gold pawn products. This study uses a quantitative approach with explanatory methods. The sample of this study amounted to 285 people. The results of this study indicate that there is an influence of economic and psychological status on customers' decisions to use gold pawning products, while personality does not affect customers' decisions.