Lembaga Keuangan Syariah non Bank seperti Pegadaian Syariah berpotensi besar memberikan kontribusi pada perekonomian melalui dua aspek utama, yaitu pertumbuhan ekonomi yang lebih tinggi dan inklusif, serta stabilitas perekonomian dan keuangan yang lebih baik. Pangsa pasar/market share merupakan salah satu indikator utama pegadaian syariah untuk mengukur seberapa baik yang lembaga lakukan dibandingkan dengan kompetitor. Ukuran pasar dilakukan dengan tahapan riset pasar dan pengembangan strategi bauran pemasaran. Cara meningkatkan market share salah satunya dengan membangun strategi bauran pemasaran dan berkaitan erat dengan proses dan keputusan yang diambil oleh nasabah dan calon nasabah. Penelitian ini bertujuan untuk menguji dan menganalisis secara empiris pengaruh faktor religiositas, persepsi harga, persepsi kualitas produk dan word of mouth (WoM) pedagang Pasar Terapung terhadap probabilitas memutuskan menjadi nasabah di pegadaian syariah, baik secara parsial maupun simultan.
Penelitian ini menggunakan pendekatan kuantitatif lapangan dengan desain explanatory research. Sampel diperoleh dengan teknik probability secara proporsional yang menghasilkan 221 responden pedagang Pasar Terapung di Kota Banjarmasin. Pengumpulan data dilakukan dengan menggunakan instrumen yang dirancang secara khusus untuk penelitian dan telah diuji validitas serta reliabilitasnya. Data yang terkumpul kemudian dianalisis menggunakan teknik logistic regression setelah terlebih dahulu diuji dengan uji keseluruhan model (overall model fit test) dan uji koefesien determinasi (nagelkerke R square). Hasil analisis menunjukkan bahwa model telah memenuhi kriteria model fit.
Hasil penelitian ini menunjukkan variabel prediktor religiositas, persepsi harga dan persepsi kualitas produk secara parsial mempunyai pengaruh signifikan terhadap keputusan menjadi nasabah di pegadaian syariah dengan nilai koefisien log odds (B1) masing-masing sebesar Religiusitas = 0,081, Persepsi harga = 0,211, persepsi kualitas produk = 0,396. Sedangkan variabel prediktor WoM tidak mempunyai pengaruh signifikan pada keputusan menjadi nasabah di pegadaian syariah. Adapun variabel religiositas, persepsi harga, persepsi kualitas produk, dan Word of Mouth (WoM) secara simultan berpengaruh secara signifikan terhadap keputusan menjadi nasabah di pegadaian syariah, walaupun pengaruh variabel religiositas terhadap keputusaan menjadi nasabah di pegadaian syariah secara simultan pengaruh signifikansinya kecil yaitu dengan nilai koefisien 0,081. Faktor yang paling dominan dalam mempengaruhi keputusan menjadi nasabah di pegadain syariah baik secara parsial maupun simultan adalah persepsi harga yaitu ditunjukkan dengan nilai log odds (B1) sebesar 0,396 dan nilai koefisien 0,414.

ABSTRACT:
Non-Bank Islamic Financial Institutions such as Sharia Pawnshops have great potential to contribute to the economy through two main aspects they are : higher and inclusive economic growth, as well as better economic and financial stability. Market share is one of the main indicators of Islamic pawnshops to measure how well the institution is doing compared to competitors. Market sizing is carried out with the stages of market research and development of marketing mix strategies. One way to increase market share is by building a marketing mix strategy and closely related to the processes and decisions taken by customers and prospective customers. This study aims to test and analyze empirically the influence of religiosity factors, price perceptions, product quality perceptions and word of mouth (WoM) of Floating Market traders on the probability of deciding to become a customer at a sharia pawnshop, either partially or simultaneously.
This research uses a quantitative field approach with an explanatory research design. The sample was obtained by proportional probability technique which resulted in 221 respondents of Floating Market traders in Banjarmasin City. Data was collected using an instrument that was specifically designed for research and has been tested for validity and reliability. The collected data was then analyzed using logistic regression after first being tested with the overall model fit test and the coefficient of determination test (Nagelkerke R square). The results of the analysis show that the model has met the model fit criteria. The results of this study indicate that the predictor variables of religiosity, price perception and product quality perception partially have a significant influence on the decision to become a customer at a sharia pawnshop with a log odds coefficient (B1) of each of religiosity = 0.081, price perception = 0.211, product quality perception = 0.396. While the predictor variable WoM does not have a significant influence on the decision to become a customer at a sharia pawnshop. The variables of religiosity, price perception, product quality perception, and Word of Mouth (WoM) simultaneously significantly influence the decision to become a customer at a sharia pawnshop, although the influence of the religiosity variable on the decision to become a customer at a sharia pawnshop simultaneously has a small significant effect the value of coefficient 0.081. The most dominant factor in influencing the decision to become a customer at Islamic pawnshops either partially or simultaneously is price perception, which is indicated by the log odds value (B1) of 0.396 and the coefficient value of 0.414.