ANALISIS KEPUTUSAN NASABAH MENGGUNAKAN PRODUK RAHN DI PEGADAIAN UPC TELUK KUANTAN

Abstract

This study aims to determine the analysis of customer decisions using Rahn products at the UPC Teluk Kuantan pawnshop. This type of research is qualitative research, the data can be grouped into two groups of data, qualitative and quantitative. Qualitative data is described in words or sentences, while quantitative data is presented with numbers and separated to obtain conclusions. The data analysis technique used is primary data and secondary data. The data analysis technique used is qualitative.

               This study aims to determine the customer's decision to choose Rahn products at the UPC Teluk Kuantan pawnshop and the factors that most dominate the customer's decision to choose Rahn products. The population in this study were 45 people of the UPC Teluk Kuantan Pegadaian and the authors set a sample of 45 people. The sampling technique used was incidental sampling technique. Data retrieval techniques used are observation, questionnaires, and documentation.

               From the results of this study, it is explained that the customer's decision to choose rahn products at the UPC Teluk Kuantan pawnshop can be seen from the questionnaire management recapitulation where the results obtained strongly agree (22.22%) and agree (3.92%). So the percentage is 26.14%, which is where the customer's decision to choose rahn products at the UPC Teluk Kuantan pawnshop is in the low category. The driving factor for customer decisions to use rahn products at the UPC Teluk Kuantan Pegadaian is the location of Pegadaian which is in the center of the city of Teluk Kuantan Singingi so that it is easily accessible to the community, while the inhibiting factor is the lack of promotion carried out by the UPC Teluk Kuantan Pegadaian party so that the public or customers do not know the products yet. existing products at the UPC Teluk Kuantan Pegadaian.