Pengaruh Promosi, Kemudahan Penggunaan, dan Kepercayaan Nasabah terhadap Minat Menggunakan Aplikasi Pegadaian Digital di PT Pegadaian Cabang Poncol Semarang

Abstract

This study aims to examine how promotions, efficiency of use, and customer trust influence customers’ interest in using the Pegadaian Digital app at the PT Pegadaian Boncol branch in Semarang. A quantitative method was used for this study, and data were collected through a survey distributed to ninety respondents. The sampling method used was purposive sampling. Data analysis included validity checks, robustness tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the calculation of the coefficient of determination. The results indicate that promotions, ease of use, and customer trust partially and significantly influence the willingness to use the app. The most influential variable is ease of use. The adjusted R square value is 0,966, meaning that 96,6% og the variation in user interest can be explained by the three independet variables, while the remaining 3,4% is influenced by other factors outside the model. These findings suggest that PT Pegadaian needs ti prioritize use-friendly design, effective promotion and trust-building to enhance customer interest in digital services. With an adjusted R-squared value of 0.966, the three independent variables account for 96.6 percent of the variation in user interest, while the remaining 3.4 percent is influenced by factors outside the model. Based on these results, PT Pegadaian should prioritize user-friendly design, effective promotions, and building trust to encourage customers to use digital services.