Main Article Content
This study aims to explain the marketing strategy in marketing the gold savings products found at Pegadaian Syariah Bogor Baru and how the right strategy is to attract customers to use the Gold Savings product. This research is a field research using a qualitative descriptive approach with primary and secondary data sources. In collecting data, researchers used interviews, observation and documentation techniques. The resource persons of this study were three employees of the Syariah Pawnshop Bogor Baru Branch and two customers of the Gold Savings product. The results of this study indicate that the application of marketing strategies provides services and information that is quite good for customers of gold savings products. From the aspect of the marketing mix contained in the branch office, such as; advertising, personal selling, sales promotion, publicity and direct marketing. Thus, the right strategy is to attract more customers by developing digital technology, this media has been loved by all generations because it can be easily accessed and at any time so that the strategy through digital will be very effective to reach as a whole.
Keywords: marketing strategy, sharia pawnshop, gold savings
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