jekis: Pengaruh Lifestyle, Peer Pressure dan Social Media Influence terhadap Keputusan Menggunakan Cicil Emas BSI di Kabupaten Bogor

Abstract

Gold investment continues to be a highly sought-after long-term financial planning instrument by the public, and Bank Syariah Indonesia (BSI) has responded to this trend by offering the Cicil Emas (Gold Installment) financing product. Although it offers the convenience of investing under Islamic principles, the public's decision to use it is not solely based on economic considerations, but is also influenced by various behavioral, social, and digital exposure factors. The purpose of this study is to analyze how Lifestyle , Peer Pressure, and Social Media Influence affect the decision of the community in Bogor Regency to use the BSI Cicil Emas service. This study applies a causal quantitative approach through a questionnaire survey technique involving 100 respondents selected using the purposive sampling method. The collected data were analyzed using the multinomial logistic regression method with the assistance of IBM SPSS 26 software. The findings indicate that, partially, Lifestyle  and Social Media Influence have a positive and significant effect on the community's decision to invest in this product. Conversely, Peer Pressure was not proven to have a significant effect. Overall, the research model demonstrates good feasibility and is able to explain 43.1% of the variation in the community's decisions. The implications of this research show that increasing the use of BSI Gold Cicil products can't be done just through conventional promotion, but also needs to be supported by strengthening financial education, delivering investment information that is credible, easy to understand, and engaging through social media.