LESTARI, LIA (2025) PENGARUH BRAND IMAGE, GREEN PROMOTION DAN ECO-INNOVATION TERHADAP MINAT MENABUNG EMAS DENGAN KEPERCAYAAN PELANGGAN SEBAGAI VARIABEL MEDIASI (PEGADAIAN AREA TANGERANG). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The growing awareness of sustainable investment and environmentally friendly products in Indonesia, particularly among consumers of Pegadaian in the Tangerang area, demands companies to adapt effective marketing strategies. This study analyzes the impact of Brand Image, Green Promotion, and Eco-Innovation on Gold Saving Interest, with Customer Trust as a mediating variable. Data were collected through a quantitative survey of 210 respondents who are customers of Pegadaian in the Tangerang area and analyzed using Structural Equation Modeling - Partial Least Square (SEM-PLS). The findings of this study are expected to provide insights for PT Pegadaian in designing marketing strategies that focus on sustainability values and enhance customer loyalty through environmentally friendly product innovations and promotions that support customer trust in investing in gold savings products. Keywords: Brand Image, Green Promotion, Eco-Innovation, Gold Saving Interest, Customer Trust, Tangerang. Pertumbuhan kesadaran masyarakat terhadap investasi berkelanjutan dan produk ramah lingkungan di Indonesia, khususnya di kalangan konsumen Pegadaian Area Tangerang, menuntut perusahaan untuk mengadaptasi strategi pemasaran yang efektif. Penelitian ini menganalisis pengaruh Brand Image, Green Promotion, dan Eco-Innovation terhadap Minat Menabung Emas, dengan Kepercayaan Pelanggan sebagai variabel mediasi. Data dikumpulkan melalui survei kuantitatif terhadap 210 responden yang merupakan nasabah Pegadaian Area Tangerang yang belum memiliki Tabungan Emas dan dianalisis menggunakan Structural Equation Modeling - Partial Least Square (SEM-PLS). Temuan penelitian ini diharapkan memberikan wawasan bagi PT Pegadaian dalam merancang strategi pemasaran yang lebih berfokus pada nilai-nilai keberlanjutan dan meningkatkan loyalitas nasabah melalui inovasi produk yang ramah lingkungan serta promosi yang mendukung kepercayaan pelanggan untuk berinvestasi dalam produk tabungan emas. Kata kunci: Brand Image, Green Promotion, Eco-Innovation, Minat Menabung Emas, Kepercayaan Pelanggan, Tangerang.
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