Pengaruh Media Sosial, Citra Merek, dan Pengetahuan Produk terhadap Minat Investasi Tabungan Emas: Studi pada Nasabah PT Pegadaian UPC Randublatung Blora

Arum Aji Fitriani; Hesti Ristanto

doi:10.55606/jubima.v4i3.4536

Authors

Arum Aji Fitriani Institut Teknologi Dan Bisnis (ITB) Semarang
Hesti Ristanto Institut Teknologi Dan Bisnis (ITB) Semarang

DOI:

https://doi.org/10.55606/jubima.v4i3.4536

Keywords:

Brand Image, Gold Savings, Investment Interest, Product Knowledge, Social Media

Abstract

This study aims to analyze the influence of Social Media, Brand Image, and Product Knowledge on the Investment Interest in Gold Savings among customers of PT Pegadaian UPC Randublatung, Blora. This study was motivated by the increasing use of Gold Savings, while a gap remains between people's awareness of the product and their interest in using it as an investment instrument. This research employed a quantitative approach with a causal associative research design. The population consisted of 1,050 customers who opened Gold Savings accounts during the previous year, with a sample of 110 respondents determined using the Slovin formula and purposive sampling technique. Data were collected through questionnaires using a five-point Likert scale and analyzed using multiple linear regression with IBM SPSS Statistics 23. Hypothesis testing was conducted using the t-test, F-test, and coefficient of determination. The results showed that Social Media had a positive and significant effect on Investment Interest, with a t-value of 6.690 and a significance value of 0.000. Brand Image also had a positive and significant effect, with a t-value of 7.183 and a significance value of 0.000. Product Knowledge had a positive and significant effect, with a t-value of 6.907 and a significance value of 0.000. Simultaneously, Social Media, Brand Image, and Product Knowledge had a positive and significant effect on Investment Interest, with an F-value of 40.143 and a significance value of 0.000. The R Square value of 0.532 indicates that the three independent variables jointly explain 53.2% of the variation in Investment Interest, while the remaining 46.8% is explained by other factors outside the research model. These findings highlight the importance of strengthening social media marketing, brand image, and product education to increase public interest in Gold Savings.

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