PENGARUH LITERASI KEUANGAN KUALITAS LAYANAN DAN KEPERCAYAAN KONSUMEN TERHADAP MINAT BELI PRODUK TABUNGAN EMAS (STUDI KASUS PT PEGADAIAN CABANG KOTA SUKABUMI)

This study aims to analyze the influence of financial literacy, service quality, and consumer trust on the interest in purchasing gold savings products at PT Pegadaian, Sukabumi City Branch. The background of the study is based on the importance of financial literacy, optimal service quality, and the level of consumer trust in driving investment decisions, especially gold savings. The research method uses a descriptive quantitative approach by distributing questionnaires to active customers as a research sample of 145 respondents. Data were analyzed through validity and reliability tests, multiple regression, t-test, and F-test. The results show that financial literacy has a partial effect, while service quality and consumer trust have a positive effect. Then, financial literacy, service quality, and consumer trust have a simultaneous partial positive effect on the interest in purchasing gold savings. These findings provide practical implications for PT Pegadaian to improve financial education programs, improve service quality, and build consumer trust as a strategy to expand the gold savings market.
Keywords: Financial literacy, service quality, consumer trust, purchasing interest, gold savings