Analisis strategi pemasaran produk gadai emas di Bank Jabar Banten syariah KCP pondok gede

Jaylani, Ahmad (2026) Analisis strategi pemasaran produk gadai emas di Bank Jabar Banten syariah KCP pondok gede. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

Based on the problems identified in the field, the Gold Pawn (Gadai Emas) product at BJB Syariah KCP Pondok Gede faces several challenges, including complicated administrative procedures, limited digitalization of services, and low brand awareness compared to competitors such as fintech platforms and Pegadaian. These issues affect customer perceptions regarding service accessibility and speed. This study aims to analyze appropriate marketing strategies to enhance the competitiveness of the Gold Pawn product by employing in-depth interviews and a SWOT analysis approach. The findings indicate that despite existing internal weaknesses, the product retains key strengths such as transparent contracts and fees, the implementation of interest-free sharia principles, and high-quality service characterized by informative and polite communication. Perspectives from the Branch Manager, Marketing Officer, and customers consistently highlight transparency and service quality as the main drivers of customer trust and loyalty. Furthermore, the study finds that significant market opportunities remain, supported by the growing public interest in sharia-based financial products and the increasing trend of gold investment among various segments, including housewives, MSME actors, and young adults. Through SWOT analysis, this researchb formulates several marketing strategies, including sharia-based educational campaigns, enhancement of customer-oriented service, simplification of documentation requirements, and strengthening digital marketing through social media and online consultation services. Threats from fintech competitors and other pawn institutions can be addressed through stronger contract transparency, digital service innovation, and customer education regarding gold price risks. Thus, this study concludes that strengthening education, service quality, and digitalization are essential in improving the effectiveness of marketing strategies for the Gold Pawn product at BJB Syariah amid increasing competition in the pawn industry.

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