ANALISIS STRATEGI PEMASARAN PRODUK GADAI SYARIAH (RAHN) DALAM MENINGKATKAN MINAT NASABAH DI PEGADAIAN SYARIAH CABANG SENTRAL MAKASSAR

Abstract

This study aims to test the marketing strategies implemented by sharia pawnshops, makasar central branch in increasing customer interest and to find out the factors that cause the increase in customer interest in products from sharia. This research is a type of qualitative research with a case study research approach conducted at the Sharia pawnshop, central branch of Makassar. By using methods of observation, interviews, and documentation. The data obtained is divided into two types, namely the primary list and the Secondary data. Primary data is sourced directly from within the company, namely branch leaders, staff and customers who know the contents of the process at pegadaian Syariah Central Branch makassar. Meanwhile, secondary data sourced from books, articles or journals that can support research. From the results of the study, in the sharia pawnshop, the central branch of Makassar sold 5 superior products, namely Gadai Emas (rahn), Arrum Emas, Mulia, ArrumBPKB, and Arrum Haji. In the sale of products, the 7P Marketing mix is used, namely Products, Price, Place, Promotions, People, Process, Physical Evidenc which is related to the strategy of the sharia pawnshop central branch of Makassar. As well as the factors used by sharia pawnshops to attract customers' interest,