Pengaruh Bauran Pemasaran dan Layanan E-Mas terhadap Keputusan Gadai Emas pada Bank BSI KCP Medan Adam Malik melalui Citra Merek sebagai Variabel Intervening

Abstract

This research aims to analyze the effect of marketing mix and e-mas (gold) services on customers' decision in using gold pawning services at Bank Syariah Indonesia (BSI) KCP (Sub-branch office) Medan Adam Malik with brand image as an intervening variable. This research employs a quantitative approach using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) method. The data were analyzed sing SmartPLS, with a total of 154 respondents. The results showed that the marketing mix positively effect brand image with a path coefficient of 0.537 (p = 0.000). Furthermore, the effect of marketing mix on gold pawn decisions through brand image is also significant, with a path coefficient of 0.179 (P = 0.000). The E-mas services also positively effect brand image with a coefficient of 0.213 (p = 0.001) and indirectly affected pawn decisions through brand image with a coefficient of 0.071 (p = 0.009). Overall, brand image significantly effect pawn decisions with a coefficient of 0.333 (p = 0.000). The R- square value indicates that marketing mix and e-mas services explain 44.5% of the variability in brand image, and 55.8% of the variability in gold pawn decisions, the remaining are affected by other factors. These findings highlight the importance of an effective marketing mix and e-mas services in enhancing the decisions to use gold pawn services through strengthening brand image. This research provides recommendations for BSI KCP Medan Adam Malik to continuously develop marketing strategies and digital services to strengthen brand image, increase customer trust, and support the growth of gold pawn services.