The Influence of Brand Image, Green Promotion, and Eco-Innovation on Interest in Saving Gold with Customer Trust as a Mediating Variable (Pawnshops in the Tangerang Area)

The growing awareness of sustainable investment and environmentally friendly products in Indonesia, particularly among consumers of Pegadaian in the Tangerang area, demands companies to adapt effective marketing strategies. This study analyzes the impact of Brand Image, Green Promotion, and Eco-Innovation on Gold Saving Interest, with Customer Trust as a mediating variable. Data were collected through a quantitative survey of 210 respondents who are customers of Pegadaian in the Tangerang area and analyzed using Structural Equation Modeling - Partial Least Square (SEM-PLS). The findings of this study are expected to provide insights for PT Pegadaian in designing marketing strategies that focus on sustainability values and enhance customer loyalty through environmentally friendly product innovations and promotions that support customer trust in investing in gold savings products.