Marketing Strategy for Gold Pawn Products in Attracting Customer Interest at Bank Syariah Indonesia KC Sibolga

Abstract

This study aims to find out how the marketing strategy for pawning gold products in attractingcustomer interest in Islamic banks in Sibolga Kc. The type of research that the authors conducted wasfield research, namely field research that is descriptive qualitative in nature, namely a study thatdescribes the form of a marketing strategy for pawning gold products in attracting customer interest at Bank Syariah Indonesia Kc Sibolga. The results of this study are the marketing strategy for Islamic goldpawn products at Bank Syariah Indonesia Kc Sibolga, namely product strategies carried out bymaintaining service quality to customers and using a comprehensive assessment tool. The pricing strategy is achieved bymonitoring the product and operating the product according to Sharia principles. In the location strategy, this is done by providing a convenient and safe location for gold pawning transactions as well as easy access to the Bank's location. The promotion strategy is achieved by conducting broad outreach to the public, especially mothers, shop owners, entrepreneurs and maintaining promotions by distributing leaflets and maintaining public trust. And the results of data on sharia gold pawning customers in Sibolga District show that the gold pawn business has experienced significant growth, so that the marketing strategy plays a very important role in sharia gold pawning. Indonesian Sharia Bank Kc Sibolga.