NOVITA SARI, NPM 2201100117 (2026) STRATEGI PEMASARAN, SUKU BUNGA DAN PELAYANAN TERHADAP LOYALITAS NASABAH DI PT. PEGADAIAN CABANG RANTAUPRAPAT. Tugas_Akhir(Artikel) YUME : Journal of Management, 9 (2). pp. 833-850. ISSN 2614-851X (e-ISSN)
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Abstract
Penelitian ini bertujuan untuk memberikan gambaran empiris mengenai pengaruh strategi pemasaran, suku bunga, dan pelayanan terhadap loyalitas nasabah di PT Pegadaian Cabang Rantauprapat. Persaingan industri jasa keuangan yang semakin ketat menuntut perusahaan untuk tidak hanya fokus pada perolehan nasabah baru, tetapi juga mempertahankan loyalitas nasabah yang sudah ada sebagai aset strategis. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan metode explanatory research untuk menguji hubungan kausal antar variabel. Populasi dalam penelitian ini adalah seluruh nasabah aktif PT Pegadaian Cabang Rantauprapat selama tahun 2025 yang berjumlah 3.112 nasabah. Dengan menggunakan rumus Slovin pada tingkat kesalahan 10%, diperoleh sampel sebanyak 97 responden yang dipilih melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner dengan skala Likert 1–5 dan dianalisis menggunakan regresi linear berganda melalui software SPSS 23. Hasil pengujian instrumen menunjukkan bahwa seluruh item pernyataan untuk variabel strategi pemasaran, suku bunga, pelayanan, dan loyalitas nasabah dinyatakan valid dan reliabel. Uji normalitas melalui grafik Normal P-P Plot juga menunjukkan bahwa data berdistribusi normal sehingga layak untuk analisis lebih lanjut. Berdasarkan karakteristik responden, mayoritas nasabah berada pada usia produktif 26–35 tahun (40,2%), berjenis kelamin perempuan (54,6%), berpendidikan S1 (44,3%), dan bekerja sebagai karyawan (28,9%). Penelitian ini diharapkan dapat menjadi landasan bagi PT Pegadaian dalam menyusun kebijakan strategi pemasaran, penetapan suku bunga yang kompetitif, serta peningkatan kualitas pelayanan yang lebih efektif di era digital. Kata Kunci : Strategi Pemasaran, Suku Bunga, Pelayanan, Loyalitas Nasabah, Pegadaian ================================================================================================= This research aims to provide empirical evidence regarding the influence of marketing strategy, interest rates, and service quality on customer loyalty at PT Pegadaian Rantauprapat Branch. Increasingly intense competition in the financial services industry requires companies to not only focus on acquiring new customers but also on maintaining the loyalty of existing customers as a strategic asset. The research method used is a quantitative approach with explanatory research to test the causal relationships between variables. The population in this study consists of all active customers of PT Pegadaian Rantauprapat Branch during 2025, totaling 3,112 customers. Using the Slovin formula with a 10% margin of error, a sample of 97 respondents was obtained, selected through a purposive sampling technique. Data were collected via questionnaires using a 1–5 Likert scale and analyzed using multiple linear regression through SPSS 23 software. Instrument testing results indicate that all statement items for the variables of marketing strategy, interest rates, service quality, and customer loyalty are declared valid and reliable. The normality test via the Normal P-P Plot also shows that the data are normally distributed, making them suitable for further analysis. Based on respondent characteristics, the majority of customers are in the productive age range of 26–35 years (40.2%), female (54.6%), hold a bachelor's degree (44.3%), and work as employees (28.9%). This research is expected to serve as a foundation for PT Pegadaian in formulating marketing strategy policies, setting competitive interest rates, and improving service quality more effectively in the digital era. Keywords: Marketing Strategy, Interest Rates, Service Quality, Customer Loyalty, Pegadaian
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Strategi Pemasaran, Suku Bunga, Pelayanan, Loyalitas Nasabah, Pegadaian===============Marketing Strategy, Interest Rates, Service Quality, Customer Loyalty, Pegadaian |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 22 Jun 2026 03:09 |
| Last Modified: | 22 Jun 2026 03:09 |
| URI: | http://repository.ulb.ac.id/id/eprint/2559 |
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