Abstract
This study examines the model of how price estimates, maintenance costs, and service quality contribute to customer interest in sharia-compliant gold pawn products at Bank Aceh Syariah (BAS) company, positioning promotion as a moderation variable that may strengthen/weaken these relationships. Data were collected from 424 gold pawn customers of the BAS Main Branch office through a questionnaire measured using a Likert scale and analyzed using SEM-AMOS. The findings reveal that price estimates have no meaningful effect on customer interest, whereas maintenance costs and service quality exert a positive significant influence, meaning that more competitive maintenance costs and higher service quality encourage greater customer interest in choosing gold pawn products. Meanwhile, promotion was found to positively moderate (strengthen) the impact of maintenance costs on customer interest, but it did not significantly moderate the relationships involving price estimates and/or service quality. The study concludes that maintenance costs and service quality are the two most decisive factors shaping customer interest in sharia-compliant gold pawn products.
Keywords
Price Estimate Maintenance Cost Service Quality Promotion Customer interest
1. Introduction
Economic activity is fundamentally driven by human efforts to meet the needs of life, which continue to evolve with the times. When income is insufficient to keep pace with needs, particularly material needs such as clothing and housing, people often seek solutions through additional financing (Ridwan & Wahyudi, 2019); (Muhammad, 2004). Until now, some members of the public still rely on interest-bearing loans from conventional financial institutions or relatives, even though in the Islamic view interest is classified as riba, which is strictly prohibited (Masykuroh, 2017). As a sharia-compliant solution, gold pawning (rahn) has emerged as a financing alternative favored by people who need funds quickly without becoming entangled in interest. Bank Aceh was established through the initiative of the Aceh Provincial Government under Regional Regulation No. 12 of 1963, and has now fully transformed into a sharia bank with gold pawning as one of its financing services. As a customer-oriented institution, a sharia bank is required to understand its customers' needs and behavior in order to deliver well-targeted services (Temporal & Trott, 2003). In the sharia gold pawn scheme, customers who need funds hand over gold to be appraised by the bank. Based on this appraisal, the bank provides a loan ranging from 50% to 90% of the appraised value, with a four-month term that can be extended. Customers are charged several fees, including administration fees, insurance fees, and a monthly custody fee (ujroh) of 1.4% of the loan principal (Octavia, 2022). These three components, price estimate, maintenance cost, and service quality, are thought to be the main considerations for the public before deciding to use gold pawn services, especially amid competition with conventional pawnshops that have long been widely known to the public.
The phenomenon underlying this study is the persistent gap between the market potential of sharia gold pawning and the level of public utilization of it, which is thought to be related to perceptions of the price estimates offered, the amount of maintenance costs, and the service quality received by customers. Promotion is also taken into account as a factor that may strengthen this interest. Based on the above description, this study is designed to answer six questions: the extent to which price estimate, maintenance cost, and service quality affect customer interest in choosing gold pawn products at Bank Aceh Syariah (BAS) company, and whether promotion moderates each of these relationships. The research objective is to answer these six questions empirically through a quantitative approach. The novelty of this study lies in its combination of the variables price estimate, maintenance cost, service quality, customer interest, and promotion, which have not been widely used together in previous studies, as well as its research location, which focuses specifically on BAS as a regional development bank that has fully transformed into a sharia bank.
2. Literature and Hypothesis Development
2.1 Customer interest
According to (Shaleh, 2008) Interest is a person's tendency to pay attention to and act toward an object they like, accompanied by an urge to approach and gain mastery over that object. (Slameto, 2015) adds that interest is essentially a feeling of liking and attachment to something without coercion, while (NS-Development., 2022) defines it as a drive of curiosity and attraction that makes a person more active in carrying out an activity. The concept of the public, meanwhile, refers to a group of people who live together over a certain period, thereby forming shared habits, identity, and social bonds (Setiady, 2018). Accordingly, customer interest in this study is understood as a group's tendency toward attraction and desire to make use of a product or service without coercion.
2.2 Promotion
Promotion is an important element of the marketing mix that functions to convey information about the value and advantages of a product to prospective consumers (Ebert & Griffin, 2005). (Laksana, 2023) views promotion as a form of interaction between seller and buyer through the delivery of accurate information, aimed at moving consumers from being unfamiliar with a product to becoming interested, purchasing it, and continuing to use it. In line with this, (Kotler & Keller, 2018) define promotion as a form of communication intended to influence and persuade consumers or the target market, which can take various forms such as advertising, sales promotion, publicity, and direct marketing.
2.3 Price Estimate
(Rahardjo, 2020) explains price as the amount of money a consumer must pay to obtain a product or service, which is essentially formed through agreement between seller and buyer. Specifically for the gold commodity, (Wahyuningtyas et al., 2025) states that price is strongly influenced by the law of supply and demand, while (Suharto & Toruan, 2013) adds that fluctuations in gold prices are also inseparable from macroeconomic conditions such as inflation, exchange rates, and interest rates. In pawning practice, price estimate is measured through two indicators, namely fair appraisal and high appraisal, as put forward by (Badruzzaman, 1994).
2.4 Maintenance Cost
(Mulyadi, 2010) defines cost in general as the sacrifice of economic resources, measured in monetary units, to achieve a particular objective. Specifically, maintenance cost in sharia pawning is understood as the cost required to look after the collateral item for the duration of the contract, which is in principle the responsibility of the rahin (the pledger) but can be transferred to the bank, resulting in a maintenance cost (Junitama et al., 2022). (Lupiyoadi & Hamdani, 2011) assert that the amount of this cost is determined by the appraised value of the pawned item, not by the amount of funds borrowed, distinguishing it from the interest mechanism in conventional pawning.
2.5 Service Quality
(Tjiptono, 2016) define service as an action offered by one party to another that is intangible and does not result in ownership, while good service is characterized by a friendly, fair, prompt, and accurate attitude that is able to meet the recipient's needs. (Lupiyoadi & Hamdani, 2011) emphasize the importance of pawnshop service that matches customer expectations as an indicator of good service. (Hardiansyah, 2018) defines service quality as the overall set of product or service features oriented toward meeting customer expectations, while (Musqari & Huda, 2018) view it as the gap between customers' expectations and the actual service they receive.
2.6 Hypothesis Development
From the literature and discussion above, this study proposes the hypotheses as follows.
H1. Price estimate affects customer interest
H2. Maintenance cost affects customer interest
H3. Service quality affects customer interest
H4. Promotion moderates the price estimate effect on customer interest
H5. Promotion moderates the maintenance cost effect on customer interest
H6. Promotion moderates the service quality effect on customer interest
3. Research Method
This study was conducted in Banda Aceh City, Indonesia, with the object comprising price estimate, maintenance cost, service quality, and customer interest in gold pawning at BAS Main Branch Office. The study population comprised 686 gold-pawn customers at that branch. The sample size was determined using the Slovin formula with a precision level of 3%, yielding a sample of 424 respondents selected through simple random sampling, namely random sampling without regard to strata within the population (Sugiyono, 2019). Data were collected by distributing a five-point Likert-scale questionnaire, ranging from 1 (strongly disagree) to 5 (strongly agree), over a period of one to three weeks. The collected data were then processed using SPSS for preliminary testing, followed by Structural Equation Modeling (SEM) analysis assisted by AMOS to test the causal relationships between variables. Before hypothesis testing was carried out, the research instrument was first tested for quality through validity and reliability tests, and the fit of the measurement model was evaluated using goodness-of-fit (GoF) criteria. Hypothesis testing was subsequently carried out based on the critical ratio (CR) and significance level (p) from the SEM results, with a significance threshold of 0.05.
4. Result and Discussion
4.1 Respondent Characteristics
Questionnaires were successfully collected from 424 gold-pawn customers of BAS Main Branch Office. In terms of gender, female respondents dominated with 279 people (65.8%), while male respondents numbered 145 people (34.2%). In terms of age, the majority of respondents were in the 20–29 age range, totaling 218 people (51.4%), followed by the 30–39 age group with 152 people (35.8%), the 40–49 age group with 47 people (11.1%), and respondents over 50 years old numbering 7 people (1.7%). In terms of education, most respondents were bachelor's degree (S1) graduates (78.5%), followed by diploma (D3) holders (7.8%), master's degree (S2) holders (7.1%), and high school (SMA) graduates (6.6%). Based on length of time as a customer, the majority of respondents had been customers for 1–5 years (80.7%), while based on marital status, the majority of respondents were married (63.2%). The details are shown in Table 1 below.
| Item | Description | Frequency | Percentage |
|---|---|---|---|
| Gender | Male | 145 | 34.2 |
| Female | 279 | 65.8 | |
| Total | 424 | 100.0 | |
| Age | 20–29 years | 218 | 51.4 |
| 30–39 years | 152 | 35.8 | |
| 40–49 years | 47 | 11.1 | |
| Over 50 years | 7 | 1.7 | |
| Total | 424 | 100.0 | |
| Education | Senior High School | 28 | 6.6 |
| Diploma | 33 | 7.8 | |
| Bachelor Degree | 333 | 78.5 | |
| Master Degree | 30 | 7.1 | |
| Total | 424 | 100.0 | |
| Length of time as a customer | 1–5 years | 342 | 80.7 |
| 6–10 years | 75 | 17.7 | |
| Over 10 years | 7 | 1.7 | |
| Total | 424 | 100.0 | |
| Marital Status | Single | 124 | 29.2 |
| Married | 268 | 63.2 | |
| Widower | 16 | 3.8 | |
| Widow | 16 | 3.8 | |
| Total | 424 | 100.0 |
Source: Primary data processed, 2026.
4.2 Measurement Model Fit
The initial measurement model evaluation showed results that did not yet fully meet the fit criteria, with a Chi-Square value of 6,529.449, RMSEA of 0.166, GFI of 0.557, AGFI of 0.490, TLI of 0.634, and CFI of 0.663, which overall fell into the marginal fit category. To improve the model's fit, respecification was carried out with attention to large Modification Indices (M.I.). After respecification, the measurement model showed much better results, with the Chi-Square decreasing to 481.208, RMSEA of 0.053, GFI of 0.943, AGFI of 0.977, CMIN/DF of 1.897, TLI of 0.989, and CFI of 0.921, all of which met the fit criteria. The loading factor value of each indicator was also recorded above 0.5, so all indicators were deemed suitable for use in the SEM analysis.
| GoF Index | Cut-off | Result | Evaluation |
|---|---|---|---|
| Chi-Square | < 1101.882 | 481.208 | Good |
| RMSEA | ≤ 0.08 | 0.053 | Good |
| GFI | ≥ 0.90 | 0.943 | Good |
| AGFI | ≥ 0.90 | 0.977 | Good |
| CMIN/DF | ≤ 2.00 | 1.897 | Good |
| TLI | ≥ 0.90 | 0.989 | Good |
| CFI | ≥ 0.90 | 0.921 | Good |
Source: primary data processed, 2026.
4.3 Direct Effect Hypothesis Testing
Testing of the direct-effect hypotheses was carried out based on the critical ratio (CR) and significance level (p) from the SEM results, with the following outcomes.
| Estimate | S.E. | CR | P | |||
|---|---|---|---|---|---|---|
| Customer Interest | <--- | Price Estimate | -.021 | .124 | -.166 | .868 |
| Customer Interest | <--- | Maintenance Cost | .877 | .151 | 5.799 | *** |
| Customer Interest | <--- | Service Quality | .254 | .049 | 5.223 | *** |
Source: primary data processed, (2026)
The test results in Table 3 above show that price estimate has no significant effect on customer interest (p = 0.868 > 0.05), with a negative coefficient of -0.021, so the first hypothesis (H1) is not supported. In contrast, maintenance cost (p = 0.000 < 0.05; coefficient 0.877) and service quality (p = 0.000 < 0.05; coefficient 0.254) were proven to have a positive significant effect on customer interest, so the second (H2) and third (H3) hypotheses are supported.
4.4 Moderation Effect Hypothesis Testing
The moderation effect test results are shown in Table 4 below.
| Estimate | S.E. | CR | P | |||
|---|---|---|---|---|---|---|
| Customer Interest | <--- | PE.PR | .024 | .031 | .786 | .432 |
| Customer Interest | <--- | MC.PR | .074 | .021 | 3.554 | *** |
| Customer Interest | <--- | SQ.PR | -.154 | .100 | -1.542 | .123 |
Source: Primary data processed, 2026
The moderation test results show that promotion is unable to moderate the effect of price estimate on customer interest (p = 0.432 > 0.05), so the fourth hypothesis (H4) is not supported. In contrast, promotion was proven to moderate the effect of maintenance cost on customer interest (p = 0.000 < 0.05), so the fifth hypothesis (H5) is supported. Meanwhile, in the relationship between service quality and customer interest, promotion did not show a significant moderating role (p = 0.123 > 0.05), so the sixth hypothesis (H6) is not supported.
4.5 Discussion
4.5.1. Price Estimate on Customer Interest (H1 Rejected)
Price estimate was found to have no meaningful effect on customer interest in choosing gold pawn products. The negative and very small coefficient indicates that the level of the price estimate is not a primary consideration for customers, who appear to place greater emphasis on ease of procedure and speed of service. This finding is consistent with (Aliffah, 2021), who likewise found that price estimate has no significant effect on customer interest in using gold pawn products, and is in line with (Matondang, 2018), who recorded a negative but non-significant relationship, indicating that customers are more oriented toward liquidity needs and trust in the institution than toward the size of the appraisal alone.
4.5.2. Maintenance Cost on Customer Interest (H2 Accepted)
Maintenance cost was found to be the most dominant factor influencing customer interest, with a contribution of up to 87.7%. This explains that the more competitive and transparent the maintenance cost applied, the greater the customer interest in using sharia-compliant gold pawn products/services. This finding reinforces (Ina & Situmorang, 2024), who shows that maintenance cost helps shape customer attitudes, which in turn affect their interest, and aligns with (Wulandari & Rahmawati, 2023) regarding the important role of cost aspects in shaping customer satisfaction and interest in sharia banking products.
4.5.3. Service Quality on Customer Interest (H3 Accepted)
Service quality was also found to have a positive significant effect on customer interest. The better the service quality received by customers, the higher their interest in choosing sharia-compliant gold pawn products. Therefore, consistency in maintaining and improving service quality needs to be a top priority for the bank. This result is in line with (Yanti, 2022), who stated that service quality has a positive effect on customer interest, although it differs from the findings of (Andika & Syahputra, 2021), who instead found a negative relationship, suggesting service quality may have different effects depending on the context and characteristics of the customers studied.
4.5.4. Promotion Moderation on Price Estimate Affecting Customer Interest (H4 Rejected)
Promotion was not found to strengthen or weaken the relationship between price estimate and customer interest. This condition indicates that the promotional strategies implemented so far have not been effective enough in changing customer perceptions of price estimates. This finding is consistent with (Aflili et al., 2017), who stated that promotion has no effect on customer decisions, although it differs slightly from the findings of (Fahrudin & Yulianti, 2015), who recorded a positive but non-significant effect.
4.5.5. Promotion Moderation on Maintenance Cost Affecting Customer Interest (H5 Accepted)
Unlike the other variables, promotion was in fact found to moderate the maintenance cost impact on customer interest. This means that the effectiveness of promotion also determines how much customers' perceptions of maintenance cost affect their interest. This finding is consistent with (Putri, 2022) and (Fitri et al., 2025), who show a significant role of promotion in customer interest in using sharia gold products, and with the findings of (Ikhsan et al., 2022), which affirm that the right combination of promotion and pricing strategies can increase customer interest in sharia banking gold products.
4.5.6. Promotion Moderation on Service Quality Affecting Customer Interest (H6 Rejected)
Promotion was not found to act as a moderator in the relationship between service quality and customer interest. This result is consistent with the findings of Rossi (2025), who likewise found that promotion does not moderate the effect of service quality on interest, although it contradicts several other studies such as (Safitri, 2016), and (Rossi, 2025), which found a significant moderating role of promotion on purchase interest, suggesting that the research context and respondent characteristics may also influence the consistency of findings on this aspect.
5. Conclusion
The findings revealed that price estimate has no significant effect on customer interest in choosing sharia-compliant gold pawn products at BAS, indicating that the level of the appraisal is not the main factor shaping customer interest; maintenance cost has a positive significant effect on customer interest, meaning that the more competitive the maintenance cost, the higher the customer interest; service quality has a positive significant effect on customer interest; showing an improvement in service quality is directly proportional to an increase in customer interest; promotion is unable to moderate the price estimate impact on customer interest, meaning promotion does not yet play a role in strengthening or weakening this relationship; promotion is proven to moderate the maintenance cost impact on customer interest, indicating that promotion is able to strengthen the relationship between maintenance cost and customer interest, and; promotion does not moderate the effect of service quality on customer interest, meaning promotion does not yet act as a reinforcing variable in this relationship. These findings indicate that the model for enhancing customer interest is a function of appropriate maintenance costs, increased promotion, and improved service quality.
This study offers a customer interest model that can serve as a reference for providers of sharia-compliant gold pawn products, particularly the BAS company. Several recommendations have been derived from these findings. BAS is advised to prioritize a maintenance cost policy that is competitive, transparent, and not burdensome, given that this variable has proven to be the most dominant factor influencing customer interest, while also continuously improving service quality through speed, friendliness, professionalism, and ease of procedure. Although price estimate has no significant effect, the bank still needs to maintain a competitive appraisal that reflects market conditions so that customer trust is preserved and customers do not switch to other institutions. Promotional strategies need to be evaluated and designed to be more appealing and to provide direct benefits to customers, such as discounts on maintenance costs, cashback programs, or outreach on the advantages of gold pawn products, so that promotion can play a more optimal role in driving customer interest. Future research is advised to add other variables that potentially may influence customer interest, such as trust, ease of procedure, location, corporate image, or religiosity, as well as to expand the sample size and research objects so that the results can be generalized more broadly. Further studies are also advised to use more varied analytical approaches, such as adding mediating variables or combining qualitative approaches, to further explore the factors that shape customer interest in gold pawn products.
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