ANALISIS MINAT MASYARAKAT MUSLIM MEMILIH GADAI EMAS DI PEGADAIAN KONVENSIONAL DARIPADA BANK SYARIAH (Studi Kasus Pegadaian UPC Teluk Kuantan )

This researcher is in the background by the developments Pegadaian in the city of TalukKuantan. TalukKuantan generally has a large number of people who are muslim with a large income. This study aims to determine the interest of the muslim community in choosing gold pawn produts at the Pegadaian UPC Taluk Kuantan. The population in this study are customers at Pegadaian UPC Taluk Kuantan as much 2.113, people and only 44 people were taken as samples. The sampling technique was nonprobality sampling and the data collection techniques used were questionnaires, interviews, and documentation. The data were analyzed in a descriptive qualitative manner using the percentage formula. Data collection techniques: Observation, Interviews, Questionnaires and documentacion. From the result of this study it can be concluded that the interest of the muslim community in choosing gold pawn produtcs at Pegadaian UPC Taluk Kuantan is in the high category because the level of product knowledge with a percentage of 90,91%, the ability to understand the product with a percentage of 61,36%, information sttroed in memory about products with a percentage of 72,73%, the ability to distinguish product from other manufacturers with a percentage of 25%, and the experience after buying and using a product with a percentage of 90,91%, as for the reasons the muslim community chose to pawn their gold at Pegadaian UPC Taluk Kuantan, namely a location close to the house of 42 people (95,45%), a fast process of 44 people (100%), the price of gold is higher than 30 people (68,18%).\ Belongs to the . Factors causing the interest of the muslim community in choosing gold pawn products at Pegadaian conventional are two factor, namely external factors or external factors and internal factors or internal factors