Pengaruh Promosi, Perubahan Harga Emas, dan Digitalisasi Terhadap Keputusan Nasabah Menabung Emas di Bank Syariah Indonesia KCP Adam Malik Kota Bengkulu

Authors

  • Aurin Novima Setra Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Andang Sunarto Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Miko Polindi Universitas Islam Negeri Fatmawati Sukarno Bengkulu

DOI:

https://doi.org/10.30651/jms.v11i2.31217

Abstract

This study aims to analyze the effects of promotion, gold price fluctuations, and service digitalization on customers’ decisions to invest in gold savings at Bank Syariah Indonesia (BSI) KCP Adam Malik, Bengkulu City. The research employs a quantitative approach using a survey method with 95 respondents selected through purposive sampling. Data were analyzed using multiple linear regression with the assistance of SPSS version 23.The results indicate that promotion, gold price fluctuations, and service digitalization each have a significant effect on customers’ decisions to invest in gold savings, with significance values of 0.000 (< 0.05). Simultaneously, these variables significantly influence customers’ decisions, as evidenced by an F-value of 112.241 and a significance level of 0.000. The coefficient of determination (R²) of 0.787 indicates that 78.7% of the variation in customers’ decisions can be explained by promotion, gold price fluctuations, and service digitalization. These findings confirm that promotion strategies, gold price dynamics, and digital service convenience play an important role in shaping customers’ decisions to invest in gold savings at BSI KCP Adam Malik, Bengkulu City

Downloads

Published

2026-04-11

How to Cite

Aurin Novima Setra, Andang Sunarto, & Miko Polindi. (2026). Pengaruh Promosi, Perubahan Harga Emas, dan Digitalisasi Terhadap Keputusan Nasabah Menabung Emas di Bank Syariah Indonesia KCP Adam Malik Kota Bengkulu. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 11(2). https://doi.org/10.30651/jms.v11i2.31217

Issue

Vol. 11 No. 2 (2026)

Section

Artikel

License

The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah and Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya as publisher of the journal.

Copyright encompasses exclusive rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms and any other similar reproductions, as well as translations. The reproduction of any part of this journal, its storage in databases and its transmission by any form or media, such as electronic, electrostatic and mechanical copies, photocopies, recordings, magnetic media, etc., will be allowed only with a written permission from Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah and Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya.

Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya, the Editors and the Advisory Editorial Board make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in the Tadarus are sole and exclusive responsibility of their respective authors and advertisers.

Rights of Authors
The Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah And Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya recognize the retention of the following:

  • Patent and trademark rights and rights to any process or procedure described in the article.
  • The right to photocopy or make single electronic copies of the article for their own personal use, including for their own classroom use, or for the personal use of colleagues, provided the copies are not offered for sale and are not distributed in a systematic way outside of their employing institution (e.g. via an e-mail list or public file server). Posting of an article on a secure network (not accessible to the public) within the author institution is permitted.
  • The right, subsequent to publication, to use the article or any part thereof free of charge in a printed compilation of works of their own, such as collected writings or lecture notes.