Atiffani, Quini Dhea (2025) ANALYSIS OF THE EFFECT OF PROMOTION AND SERVICE QUALITY ON CONSUMER INTEREST IN SHARIA MICRO CREDIT (CASE STUDY OF BLORA PAWNSHOP). S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

With the development of the times, pawnshops are issuing products that are very useful for MSMEs based on Islamic law. One of these programs is the Sharia Micro Credit (KUR) program. This program makes it easier for MSMEs to develop their businesses quickly and accurately. From another point of view, the government also participates in handling the funds needed by customers. This pawnshop is a non-bank institution that issues these products in terms of conventional and Sharia. Sharia Micro Credit (KUR) products are also one of the derivative programs of the government aimed at helping the community economy during the Covid-19 pandemic, especially for MSME players at the super micro level where this Islamic pawnshop acts as a bridge or intermediary in the development of MSMEs. So this study aims to prove whether advertising and service quality affect customer interest in Sharia People's Business Credit (KUR) users. The method used in this research is quantitative. The data collection technique in this study used a questionnaire and a Likert scale to calculate the value of the questionnaire responses. Data was collected by distributing questionnaires to 82 respondents. The sampling technique uses simple random sampling in the probability sampling technique. The results of this study indicate that the promotion and service quality used by the Blora Pawnshop is proven to have a significant positive effect on customer interest in Sharia People's Business Credit (KUR) users. From the test results promotion has a significant effect on customer interest because the THitung value < Ttable or 6.646> 1.664 and a value of 0.000 < 0.10, and service quality has a significant effect on customer interest.

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