Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)

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

Authors
Annisa Chindi Hayati1, *, Dina Patrisia1
1Universitas Negeri Padang, Padang, Indonesia
*Corresponding author. Email: chindiannisa@gmail.com
Corresponding Author
Annisa Chindi Hayati
Available Online 16 September 2025.
DOI
10.2991/978-94-6463-839-4_74How to use a DOI?
Keywords
Advertising; Effectiveness; EPIC Model; Gold Savings
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
16 September 2025
ISBN
978-94-6463-839-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-839-4_74How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Annisa Chindi Hayati
AU  - Dina Patrisia
PY  - 2025
DA  - 2025/09/16
TI  - Effectiveness of Advertising Gold Savings Services at PT Pegadaian (Persero) Tarandam Branch Padang City
BT  - Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
PB  - Atlantis Press
SP  - 891
EP  - 900
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-839-4_74
DO  - 10.2991/978-94-6463-839-4_74
ID  - Hayati2025
ER  -