Strategi Pemasaran Produk Amanah Di Pegadaian Syariah Sangatta

Abstract

This research aims to explain the marketing strategy for Amanah financing products at Pegadaian Syariah Sangatta along with supporting and inhibiting factors. This type of research is field research. The research location is at Pegadaian Syariah Sangatta. The informants for this research are the managers of UPS Pegadaian Syariah Sangatta and several of their customers. Data collection techniques use interviews, observation, documentation, and then the researcher carries out analysis. The stages in the analysis use data reduction, data display, and data verification. The conclusion of this research is that the marketing strategy for Amanah financing products implemented by Pegadaian Syariah Sangatta is with cross-selling, cold calling, literacy and canvassing strategies, and Pegadaian Syariah Sangatta has implemented marketing in accordance with the values in sharia marketing which takes the concept of the example of Rasulullah SAW, namely: Siddiq, Fathanah, Amanah, Tabligh, and Istiqamah. The supporting factors are strategic location, adequate infrastructure, facilities and infrastructure, competent human resources, cooperation with various parties, lighter financing, and easy and fast transactions. The inhibiting factors are limited product marketing, not yet flexible, and requirements that are still complicated.