Peran Dominan Harga dalam Meningkatkan Jumlah Nasabah Tabungan Emas Pegadaian di Kecamatan Buleleng

Abstract

The purpose of this study was to determine the role of price in the marketing mix in increasing the number of pawnshop gold savings customers in Buleleng District. The research was conducted in Buleleng District using accidental sampling method on 100 respondents of gold savings customers at PT. Pegadaian (Persero) Singaraja Branch. From the results of the SPSS analysis, it is known that the price variable gets a t test value of 2.449 or greater than the t table of 1.986 and a significance value of 0.016 which is smaller than 0.05 so that it can be seen that the price has a positive and significant effect in increasing the number of pawnshop gold savings customers. Judging from the Beta Standardized value, the price variable gets a value of 0.202 and is the biggest among other marketing mix variables, this proves that the price variable plays a dominant role in increasing the number of pegadai gold savings customers in Buleleng District.