PENGARUH FAKTOR SOSIAL, BUDAYA, DAN PRIBADI TERHADAP KEPUTUSAN MENJADI NASABAH PT. PEGADAIAN PERSERO CAB. KEDIRI

Abstract

Some people have a hard time getting cash. To overcome difficulties that meet financial needs without losing valuables,
people can pawn their goods with financial institutions or banks. The insured item can be redeemed at a certain time after
paying off the loan, it is called Pledge. The population in this study are customers of PT. Pegadaian Persero cab. Kediri
where the number of respondents was 99 respondents. The type of data used in this research is subject data using a
questionnaire. The analysis technique used is multiple linear regression analysis. The test results of this study indicate
that social factor variables do not significantly influence the decision to become a customer of PT. Pegadaian Persero cab.
Kediri. Cultural factors do not significantly influence the decision to become a customer of PT. Pegadaian Persero cab.
Kediri. Personal factors significantly influence the decision to become a customer of PT. Pegadaian Persero cab. Kediri.
Advice to PT. Pegadaian Persero cab. Kediri because in this study social and cultural factors do not have a significant
effect, so it is more enhanced for product socialization and promotion, personal factors have a significant effect, so they
must be maintained and improved to improve purchasing decisions.