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      "title": "PENGARUH KUALITAS IKLAN DALAM RUANG\r\nTERHADAP KEPUTUSAN NASABAH DALAM MENGGUNAKAN \r\nAPLIKASI TRING DI PEGADAIAN CP TUGU KULON",
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      "abstract": "Perkembangan digital mendorong PT Pegadaian melakukan transformasi layanan\r\nmelalui aplikasi Tring by Pegadaian guna memudahkan masyarakat mengakses layanan\r\nkeuangan secara praktis dan efisien. Pegadaian Cabang Tugu Kulon sebagai salah satu\r\ncabang dengan kinerja penyaluran pinjaman terbesar di Yogyakarta, memanfaatkan\r\niklan dalam ruang seperti banner dan standing banner sebagai media promosi utama.\r\nMedia ini digunakan untuk memperkenalkan inovasi digital Pegadaian serta menarik\r\nminat nasabah. Oleh karena itu, penelitian diperlukan untuk mengetahui pengaruh iklan\r\ndalam ruang terhadap keputusan nasabah menggunakan aplikasi Tring di PT Pegadaian\r\nCP Tugu Kulon. Penelitian ini menggunakan metode kuantitatif dengan menggunakan\r\nmetode survei eksplanatif jumlah sample sebanyak 120 responden dengan pengumpulan\r\ndata menggunkan angket (questionnaire) skala likert 5 point. Pengeloalaan dan analisis\r\ndata menggunakan analisis korelasi pearson product moment, analisis dekriptif\r\nkuantitatif, dan analisis regresi linier sederhana denagn uji signifikansi parameter\r\nindividual (Uji t), analisis koefisien determinasi (R2). Berdasarkan hasil penelitian\r\nmenunjukkan bahwa persentase kualitas iklan dalam ruang di PT Pegadaian CP Tugu\r\nKulon berada pada kategori tinggi sebesar 51,07%, sedangkan persentase keputusan\r\npenggunaan aplikasi Tring by Pegadaian berada pada kategori baik sebesar 71,31%.\r\nHasil analisis korelasi Pearson menunjukkan hubungan yang kuat dan positif antara\r\nkualitas iklan dan keputusan penggunaan aplikasi dengan nilai koefisien sebesar 0,699\r\ndan signifikansi 0,000 < 0,05. Nilai koefisien determinasi sebesar 48,8% menunjukkan\r\nbahwa kualitas iklan memberikan kontribusi besar terhadap keputusan penggunaan\r\naplikasi, sementara 51,2% dipengaruhi oleh faktor lain. Uji t menunjukkan hipotesis\r\nditerima, sehingga kualitas iklan secara parsial berpengaruh signifikan terhadap\r\nkeputusan penggunaan aplikasi.",
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