Strategi Pemasaran Produk Gadai Emas pada Bank Syariah Indonesia Kcp Pancor

Abstract

This study discusses the marketing strategy for the Gold Pawn product at Bank Syariah Indonesia KCP Pancor. The research aims to understand how the marketing is implemented, the marketing strategies used, and the challenges faced in marketing the Gold Pawn product at Bank Syariah Indonesia KCP Pancor. The study employs a descriptive method with a qualitative approach. The data sources used in this research include both primary and secondary data. The results of the study indicate that the marketing strategy for the Gold Pawn product implemented by BSI KCP Pancor involves brochures, storefronts, market raids, banner placement, outreach to government and private sectors, market women, social media, and personal selling. External conditions include competition between banks, the fluctuating price of gold, and the public's unfamiliarity with the pawn (rahn) product at Bank Syariah Indonesia KCP Pancor. Internally, BSI has not yet standardized the facilitation for pawn staff, and there are only two employees working at the Gold Pawn Service Counter at Bank Syariah Indonesia KCP Pancor, namely the Pawn Officer and the Gold Appraiser.