Effectiveness of Advertising Gold Savings Services at PT Pegadaian (Persero) Tarandam Branch Padang City

Annisa Chindi Hayati () and Dina Patrisia
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Annisa Chindi Hayati: Universitas Negeri Padang
Dina Patrisia: Universitas Negeri Padang

A chapter in Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022), 2025, pp 891-900 from Springer

Abstract: Abstract This study aims to measure the effectiveness of advertising based on consumer perceptions regarding advertising of gold savings services at PT Pegadaian (Persero) Tarandam Branch, Padang City. The research used is descriptive research, namely research that describes the perceptions of consumers regarding advertising of gold savings services based on data and presents it. The data used is primary data obtained through questionnaires that have been collected, then analyzed and continued by changing in the form of sentences and paragraphs. The final sample size is 100 people taken from the number of financing customers of PT Pegadaian (Persero) Tarandam Branch, Padang City using random sampling. The results of research using the EPIC model concept show that the advertising carried out by PT Pegadaian (Persero) Tarandam Branch, Padang City, is effective at an average of 4.03 so that it is included in the good category. This shows that the advertising carried out is good so that it can attract consumer interest in using Pegadaian gold savings services.

Keywords: Advertising; Effectiveness; EPIC Model; Gold Savings (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-839-4_74

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DOI: 10.2991/978-94-6463-839-4_74

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