ABSTRACT

Rizal Ferdiansyah, M, F, Hidayatullah, SHI, MSI 2022.Marketing Strategy for Gold

Savings Products to Increase Customer Interest PT. Pegadaian (Persero) CP Banyuwangi.
Every company in marketing their products, of course, uses a marketing strategy, with
the aim of achieving the goals as expected. The company's products will not be known by
consumers if their uses are not known, what are the advantages, how to get the product and at
what price. This is where marketing strategy plays an important role in this, so every
company must have an effective marketing strategy to attract people to want to use their
products. Therefore, the marketing of gold savings products in order to increase customer
interest is discussed in this study as the purpose of the problem formulation.
The problems that are discussed in this study are: 1)How is the marketing strategy of
gold savings at PT. Pawnshop (Persero) CP Banyuwangi Regency?. Meanwhile, for the
purpose of research is to determine the marketing strategy of gold savings at PT. Pegadaian
(Persero) CP Banyuwangi.
This study uses a qualitative approach, using a descriptive qualitative research
approach, namely research by conducting observations, interviews, and documentation to
obtain data. Then the data were analyzed using a deductive qualitative method. Meanwhile,
for the validity of the data, the source triangulation technique was used.
This study concludes that: 1)The marketing strategy of gold savings products in order
to increase customer interest in PT. Pegadaian (Persero) CP. Banyuwangi, namely by
implementing the 7P marketing mix strategy, namely product strategy, price strategy, place
strategy, promotion strategy, people, process (process) and physical evidence (physical
appearance). Besides that, PT. Pegadaian (Persero) CP. Banyuwangi also promotes both in
print and electronically, such as cooperating with radio to promote its products.
Keywords:marketing strategy, savings.