Pengaruh Literasi Keuangan Dan Pemasaran Media Sosial Terhadap Pengambilan Keputusan Nasabah Pembiayaan Mikro di PT. Pegadaian CP Sepanjang Sidoarjo

Ali Arasyid Zain; Dwi Widyastuti; Chamariyah Chamariyah

doi:10.30640/trending.v3i2.4136

Authors

Ali Arasyid Zain Universitas Wijaya Putra
Dwi Widyastuti Universitas Wijaya Putra
Chamariyah Chamariyah Universitas Wijaya Putra

DOI:

https://doi.org/10.30640/trending.v3i2.4136

Keywords:

Financial Literacy, Social Media Marketing, Customer Decision Making

Abstract

This study aims to determine the Influence of Financial Literacy and Social Media Marketing on Microfinance Customer Decision Making at PT. Pegadaian CP Sepanjang Sidoarjo, both partially and simultaneously. The population in this study were customers who applied for Microfinance Loans at PT. Pegadaian CP Sepanjang Sidoarjo, the research period was from January to July 2023, the sample technique was determined using Arikunto's opinion with a total of 92 people and the analysis method used was descriptive analysis method, multiple linear regression analysis, and hypothesis testing. The results of partial hypothesis testing (t-test) showed that Financial Literacy (X1) and Social Media Marketing (X2) had a positive and significant effect on Customer Decision Making, with a t-value of the Ease of Service variable of 3.384 while the t-table was 1.662 (t-count> from t-table). Meanwhile, for the social media marketing variable, the t-value was 2.924 while the t-table was 1.662 (t-count> t-table). The results of simultaneous hypothesis testing (F test) show that financial literacy (X1) and social media marketing (X2) have a positive and significant effect on customer decision making, with a calculated f value of 14.063 while ttable is 3.10 (Fcalculation is greater than Ftable). The results of the determination coefficient test (R2) show an Adjusted R square value of 0.223 or 22.3%, which indicates that financial literacy and social media marketing simultaneously contribute to customer decision making by 22.3%.

References

Ahli Fandy, N. (2018). Pengembangan pemasaran (Cet. ke-12). Bandung: Remaja Rosdakarya.

Amrulloh. (2017). Kesehatan kerja: Analisis strategi pemasaran, daya tarik iklan terhadap peningkatan pendapatan pada produk ponsel Nokia. Jurnal Ekonomi dan Bisnis, Fakultas Ekonomi USU, Medan.

Andrew. (2017). Analisis kinerja pegawai. Dalam Manajemen pemasaran perusahaan. Jakarta: Kencana Prenada Media Group.

Arikunto. (2017). Metode penelitian (Edisi ke-t, hlm. 213). Bandung: CV. Pustaka Setia.

Aziz Sholeh, A., et al. (2024). Kompensasi terhadap motivasi kerja karyawan pada PT. Insolent Raya di Surabaya. Journal of Management and Creative Business, 2(1), 82–96.

Badriah, M. (2015). Operasional perusahaan. Dalam Manajemen strategi pemasaran (Edisi 12 Jilid 1). Jakarta: Erlangga.

Daengs, G. S. A., Istanti, E., Negoro, R. M. B. K., & Sanusi, R. (2020). The aftermath of management action on competitive advantage through process attributes at food and beverage industries export import in Perak Harbor of Surabaya. International Journal of Criminology and Sociology, 9, 1418–1425.

Daryanto. (2016). Manajemen inovasi: Inovasi pembelajaran efektif. Bandung: Yrama Widya.

Deade Putri Arika. (2016). Manajemen pemasaran: Pengaruh pemasaran media sosial dan inovasi produk terhadap peningkatan pendapatan sepeda motor matic merek Yamaha Mio di Kota Manado. Jurnal Ekonomi dan Bisnis, 13(1), 21–31.

Enny Istanti, Bramastyo Kusumo, & I. N. (2020). Implementasi harga, kualitas pelayanan dan pembelian berulang pada penjualan produk gamis Afifathin. Ekonomika 45, 8(1), 1–10.

Istanti, E., et al. (2024). Service design performance based on consumer preferences. International Journal of Economics and Management Sciences, 1(3), 142–160.

Iwa Soemantri, A., et al. (2020). Entrepreneurship orientation strategy, market orientation and its effect on business performance in MSMEs. Jurnal Ekspektra Unitomo, 4(1), 1–10.

Kadarisman. (2019). Pengembangan SDM. Dalam Manajemen pengembangan pemasaran (hlm. 68). Jakarta: PT. Raja Grafindo Persada.

Kristiawati, et al. (2019). Citra merek, persepsi harga, dan nilai pelanggan terhadap keputusan pembelian pada mini market Indomaret Lontar Surabaya. Jurnal Ilmu Ekonomi dan Manajemen (JMM 17), 6(2), 27–36.

Kumala Dewi, I., et al. (2022). Peningkatan kinerja UMKM melalui pengelolaan keuangan. Jurnal Ekonomi Akuntansi, UNTAG Surabaya, 23–36.

Lembaga Penjamin Mutu. (2022). Panduan tata tulis skripsi. Labuhanbatu: Universitas Al Washliyah.

Mangkunegara. (2014). Kesehatan kerja. Dalam Manajemen pemasaran Indonesia: Pendekatan administratif dan operasional. Jakarta: Gramedia.

Melayu, H. (2018). Peningkatan kinerja pemasaran. Dalam Manajemen marketing mix (hlm. 102). Jakarta: Bumi Aksara.

Pramono, B., Istanti, E., Daengs, G. S., Achmad, Syafi’i, & Bramastyo, K. N. R. M. (2023). Impact of social media marketing and brand awareness on purchase intention in coffee shop culinary in Surabaya. International Journal of Entrepreneurship and Business Development, 5(6), 968–977.

Rina Dewi, et al. (2020). Internal factor effects in forming the success of small businesses. Jurnal Sinergi Unitomo, 10(1), 13–21.

Salim Gazali, et al. (2024). Ikan Nomei, Merdeka Belajar Kampus Merdeka (hlm. 1–98).

Sedermayati, K. C. (2016). Kinerja pegawai: Pengaruh literasi keuangan dan sikap konsumen terhadap tingkat pengambilan pinjaman nasabah di kawasan Surabaya Barat. Jurnal Manajemen Pemasaran, 8(2), 112–130.

Sugiyono. (2017). Metode penelitian. Bandung: CV. Pustaka Setia.

Suryana. (2016). Ekspektasi manajemen pemasaran: Pengaruh literasi keuangan terhadap tingkat pinjaman nasabah PT. Pegadaian Bandung. Jurnal Ekonomi dan Bisnis, Fakultas Ekonomi USU, Medan.

Sutrisno, E. (2016). Tipe kinerja pegawai. Dalam Manajemen pemasaran (Edisi pertama, hlm. 151). Jakarta: Penerbit Kencana.

Zuhro, D., et al. (2024). Impact of measurement of service quality using the SERVQUAL method. Digital Innovation: International Journal of Management, 1(3), 94–114.