Pengaruh Literasi Keuangan Syariah, Religiusitas, Dan Islamic Branding Terhadap Keputusan Nasabah Memilih Menggunakan Layanan Pegadaian Syariah

Abstract

Abstract

This study aims to analyze the influence of Sharia financial literacy, religiosity, and Islamic branding on customers' decisions to use Sharia-compliant pawnshop services (a case study of the Pegadaian Syariah Sumbawa Besar branch), examining these factors both simultaneously and partially. A quantitative approach was employed. The study population consisted of all customers of the Pegadaian Syariah Sumbawa Besar branch (Seketeng Market Unit). The sample size was determined using the guidelines of Hair et al. (2014) based on the number of questionnaire indicators, resulting in 95 respondents selected via random sampling. Data were collected through questionnaires and analyzed using multiple linear regression, encompassing validity testing, reliability testing, classical assumption testing, the F-test, the t-test, and the coefficient of determination test, all processed using SPSS software. The results indicate that Sharia financial literacy, religiosity, and Islamic branding simultaneously exert a positive and significant influence on customers' decisions to use Sharia pawnshop services, with an F-statistic of 28.685 and a significance level of <0.001 (<0.05). Individually (partially), Sharia financial literacy has a positive and significant effect on customer decisions (t-value = 6.992; significance < 0.01). Religiosity also shows a positive and significant effect (t-value = 4.996; significance < 0.01), as does Islamic branding (t-value = 4.260; significance < 0.01). The Adjusted R-Square value of 0.469 indicates that Sharia financial literacy, religiosity, and Islamic branding explain 46.9% of the variation in customer decisions regarding the use of Sharia pawnshop services, while the remaining 53.1% is influenced by factors outside the research model. Based on the research findings, it can be concluded that increased Sharia financial literacy, religiosity, and effective Islamic branding are important factors in influencing the public's decision to use Sharia-compliant pawnshop services (Pegadaian Syariah).

Keywords: Sharia Financial Literacy, Religiosity, Islamic Branding, Customer Decision, Sharia Pawnshop Service.