The Influence of Gold Prices, Promotion, and Product Diversity on Customers’ Gold Purchase Decisions at PT. Pegadaian Kepanjen Branch

“The Influence of Gold Price, Promotion, and Product Diversity on Customers’ Gold Purchase Decisions at PT. Pegadaian Kepanjen Branch.” Thesis. Master of Management Program. Sekolah Tinggi Ilmu Manajemen Indonesia (STIMI) Banjarmasin. Supervisor (1) Dr. Syamsuddinnor, SE., MM. Supervisor (2) Dr. Titien Agustina, M.Si. The purpose of this research is to examine the influence of Gold Price on Customers’ Gold Purchase Decisions at PT. Pegadaian Kepanjen Branch, the influence of Promotion on Customers’ Gold Purchase Decisions at PT. Pegadaian Kepanjen Branch, the influence of Product Diversity on Customers’ Gold Purchase Decisions at PT. Pegadaian Kepanjen Branch, and to determine the simultaneous influence of Gold Price, Promotion, and Product Diversity on Customers’ Gold Purchase Decisions at PT. Pegadaian Kepanjen Branch. The population in this study consisted of active customers of PT. Pegadaian (Persero) Kepanjen Branch up to March 8, 2025, totaling 1,616 customers. The research sample was selected using purposive sampling technique with a total of 95 respondents. The method applied in this research is quantitative descriptive, with analytical tools using SPSS Version 26.0. The results of this research show: (1) Gold Price partially has a significant effect on Customers’ Gold Purchase Decisions at PT. Pegadaian (Persero) Kepanjen Branch. (2) Promotion partially has a significant effect on Customers’ Gold Purchase Decisions at PT. Pegadaian (Persero) Kepanjen Branch. (3) Product Diversity partially has a significant effect on Customers’ Gold Purchase Decisions at PT. Pegadaian (Persero) Kepanjen Branch. (4) Simultaneously, Gold Price, Promotion, and Product Diversity significantly influence Customers’ Gold Purchase Decisions at PT. Pegadaian (Persero) Kepanjen Branch. The researcher suggests that the company enhance digital promotion through social media, email marketing, and collaborations with financial influencers. The company may also expand its gold product variations, such as smaller gold sizes (0.1 gram to 1 gram), investment jewelry, and thematic (collectible) gold. Furthermore, the company is advised to conduct follow-up research or internal surveys periodically to identify customer preferences and behavioral trends regarding price, promotion, and types of gold products in demand. Additionally, the company could add features such as gold investment simulations and product comparisons in its application.