The Influence of Price, Promotion, Product Differentiation and Product Conformity with Sharia Values on Customer Interest in Gold Installments in Pinrang Regency, South Sulawesi Province

Public interest in gold installment products has increased because they are perceived as accessible, secure, and consistent with Islamic principles. However, the factors that influence customers’ interest in gold installment products, particularly in the context of Islamic financial institutions in Pinrang Regency, require further examination. This study aimed to analyze the effects of price, promotion, product differentiation, and product conformity with Islamic values on customers’ interest in gold installment products, both individually and simultaneously. A quantitative associative research design was employed. Primary data were collected through questionnaires from 100 respondents in Pinrang Regency who were familiar with or had used gold installment products, selected using purposive sampling. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, partial significance tests, simultaneous significance tests, and the coefficient of determination with the assistance of SPSS. The findings showed that price and product conformity with Islamic values had positive and significant effects on customers’ interest in gold installment products. Promotion and product differentiation also contributed positively to increasing customer interest. Simultaneously, price, promotion, product differentiation, and product conformity with Islamic values had a positive and significant effect on customer interest. These findings indicate that appropriate marketing strategies combined with consistent adherence to Islamic principles are important for increasing public interest in gold installment products. The study contributes practical insights for Islamic financial institutions in developing competitive and Sharia-compliant marketing strategies while strengthening customer confidence in gold installment products.