The Effect of Digital Marketing, Brand Image, and Service Quality on Customer Satisfaction with Gold Investment among Generation Z at Pegadaian Kisaran

Wahyu Triono Putra and Tengku Syarifah
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Wahyu Triono Putra: Department of Management, Faculty of Economics, Universitas Asahan
Tengku Syarifah: Department of Management, Faculty of Economics, Universitas Asahan

Priviet Social Sciences Journal, 2026, vol. 6, issue 6, 543-556

Abstract: The migration of retail gold investment onto digital platforms has reshaped how young, digitally native consumers form expectations and judge their experiences, yet the relative weight of digital and interpersonal cues in driving their satisfaction remains poorly understood. This study examines the simultaneous and partial effects of digital marketing, brand image, and service quality on customer satisfaction with gold investment among Generation Z customers of Pegadaian Cabang Kisaran, Indonesia. A quantitative associative survey design was employed. Primary data were collected through a five-point Likert questionnaire administered to 96 Generation Z customers who had transacted in gold investment at the branch, selected by accidental sampling with the sample size determined using the Lemeshow formula for an unknown population. Data were analysed using multiple linear regression after validity, reliability, and classical-assumption testing. The three predictors jointly explained 61.6% of the variance in customer satisfaction, F (3, 92) = 49.13, p

Keywords: digital marketing; brand image; service quality; customer satisfaction; gold investment; Generation Z (search for similar items in EconPapers)
Date: 2026
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DOI: 10.55942/pssj.v6i6.2024

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