STRATEGI PEMASARAN PRODUK GADAI SYARI’AH PADA PT. PEGADAIAN SYARI’AH PLAJU

Abstract

The results of this study indicate that: The research method is carried out using a qualitative approach which aims to reveal the symptoms contextually through data collection and using the researcher himself as a key instrument. To find out the data collection, the methods needed are by using the Observation method, the interview method, and the documentation method, which is a method of collecting data by reading and quoting existing documents and is seen as relevant according to existing conditions. The pawnshop company is one of the business entities in Indonesia that officially has a license to carry out financial institution activities in the form of financing in the form of distributing funds to the public on the basis of the pawn law. From the results of the author's research, the implementation of the Shari'ah pawn product marketing strategy can assist in adding customers. This can be seen from the continued increase in the number of customers, loan money/turnover from the amount of collateral obtained by the Syari'ah Pawnshop branch of Plaju Ahmad Yani.