ANALISIS BAURAN PROMOSI TERHADAP MINAT NASABAH PADA PRODUK TABUNGAN EMAS (Studi pada PT. Pegadaian Syariah Cabang Landungsari)

The development of non-bank financial institutions will encourage financial institutions to always maximize their promotional activities. One of them is the Sharia Pawnshop. In the face of competition between financial institutions, Pegadaian Syariah provides products and services that can meet the needs of the community that are useful now and in the future. One of them is a gold savings product, which is a gold buying and selling service with a deposit facility at an affordable price. Gold savings provide convenience for the public to invest easily and safely. As a product that has just been launched for about 3 years, it is necessary to have the right promotional strategy to attract customers. The purpose of this study was to determine the effect of advertising, sales promotion, personal selling, and public relations on customer interest in using the Gold Savings product at PT. Pawnshop Landungsari Branch. The research method used in this research is descriptive quantitative, by analyzing the data obtained from questionnaires addressed to gold savings customers, then describing the results of the data analysis obtained. The results showed that the promotion mix has a high effectiveness on customer decisions or customer interest in saving at PT. Landungsari Branch Sharia Pawnshop. This can be seen from the advertising variable (Adversing) with an average percentage of strongly agreeing 61%, sales promotion variables (Sales Promotion) with an average percentage of strongly agreeing 62.5%, personal selling variables (Personal Selling) with an average the average percentage strongly agrees is 60%, and the public relations variable with an average percentage strongly agrees is 60%. With an average per variable that is above 50%, this shows the Marketing Mix at PT. The Landungsari Branch Sharia Pawnshop has been effective