Effect of gold price fluctuation and Promotion Strategy on customer interest in Gold installment products (study on Bank Syariah Indonesia KCP Bandar Lampung Natar)

Abstract

This study aims to analyze the effect of gold price fluctuations and promotional strategies on customer interest in gold installment products at Bank Syariah Indonesia Bandar Lampung Natar Sub-Branch Office. The background of this study is based on the increasing public interest in gold investment as a relatively safe and stable instrument, as well as the existence of gold installment products that make it easier for customers to own gold gradually according to sharia principles. This study uses descriptive quantitative methods with data collection techniques through research instruments and analyzed using statistical analysis to test hypotheses that have been established. The results showed that fluctuations in gold prices affect customer interest in gold installment products, where changes in gold prices affect the perception and attitude of customers towards gold as a long-term investment instrument. Promotional strategies are also proven to have a positive effect on customer interest, because informative and persuasive promotions can increase customer understanding and trust in gold installment products. Simultaneously, fluctuations in gold prices and promotional strategies have a significant effect on customer interest in using gold installment products at Bank Syariah Indonesia Bandar Lampung Natar Sub-Branch Office. The findings of this study indicate that the combination of gold price dynamics and effective promotional strategies can increase customer interest in sharia-based gold financing products.