ANALYSIS OF CUSTOMER PREFERENCES IN GOLD SAVINGS PRODUCTS PT PEGADAIAN

Abstract

This study aims to determine the factors that determine customer preferences for PT Pegadaian Gold Savings products. This research uses quantitative methods. The data analysis technique in this study uses the conjoint analysis method with a Likert scale. The population used is customers who have a Pegadaian Gold Savings account. In this study, the sampling technique used was purposive sampling of 100 respondents. The analysis technique used SPSS (Statistical Package for the Social Sciences). The findings reveal that price, security, brand trust, ease of access, and reliable service are the most important considerations for customers when choosing Gold Savings. These results highlight the significance of transparency, data privacy, and institutional trust in shaping financial decisions. This research is expected to serve as a valuable reference for PT Pegadaian in enhancing its services and developing more targeted marketing strategies.