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Abstract

Purpose: This study aims to analyze the influence of brand awareness, brand image, and brand trust on customers’ decisions to use Sharia pawnbroking products at PT Pegadaian Syariah Ujungbulu.


Research Method: This study employs a quantitative approach using a survey method involving 102 customers selected through random sampling. Data analysis was conducted using validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination.


Results and Discussion: The study indicates that brand awareness and brand image do not significantly affect customer decisions, whereas brand trust has a positive and significant effect. These findings suggest that the decision to use sharia-compliant pawnshop products is influenced more by trust in sharia compliance, contract transparency, and transaction security than by brand awareness or brand image.


Implications: This study underscores the importance of building customer trust through consistent adherence to Sharia principles and improving service quality.


Originality: This study highlights brand trust as the primary determinant of customer decisions regarding sharia pawnbroking services.

Keywords

brand awareness brand image brand trust customer decisions sharia pawnbroking

Article Details

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Darmawan, I., Firman, A. ., & Latief, F. (2026). Brand Awareness, Brand Image, and Brand Trust on Costumer’s Decisions to Use Sharia-Compliant Pawnshop Products. Advances in Business & Industrial Marketing Research, 4(2), 133–151. https://doi.org/10.60079/abim.v4i2.828
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