STRATEGI PEMASARAN GADAI EMAS SYARIAH DALAM AKAD RAHN PADA PEGADAIAN SYARIAH KOTA SINGKAWANG

Abstract

The sharia pawnshop is one of the sharia financial institutions engaged in services that uses the sharia pawn system (rahn). Along with the development of the economy and the phenomenon of the social economic balance of society. There are also many bank and non-bank financial institutions that play a role in providing loan services in order to meet the consumption and production needs of the community. By starting to improve the climate and public interest in the field of pawnshops, competition in the pawnshop world is getting tighter. For this reason, a competitive marketing strategy is needed. This study aims to determine how the marketing strategy and the inhibiting and supporting factors in carrying out marketing strategies by the Singkawang City Sharia Pawnshop Unit.

       This research is a qualitative research that uses a qualitative approach with the type of field research. Primary data sources are from the interpreters of the Singkawang Sharia Pawnshops through interviews. While secondary data is taken from documentation related to research. Data collection techniques using observation, interviews, and documentation

        From the results of research and analysis, it is found that the marketing strategy carried out by the Singkawang City Sharia Pawnshop Unit uses the 4P marketing mix, namely Product, Price, Place, and Promotion. The first product (product), provides 5 attractive products, namely rahn (gold pawn), gold installments, gold savings, hajj portion financing, gold investment, strategy in the field of price. The second price (price), the price simulation is 0.5 gram 24 Rp. 548.000, the determination is determined by the sharia pawnshop head office company. The third place (place), is located in the market so it is very strategic. Fourth promotion (promotion), the promotion is through online using social media and offline using brochures. The inhibiting factor is the lack of human resources and the lack of knowledge of the community about sharia pawning as for the supporting factor, namely carrying out intensive promotions using social media and socialization using brochures. The conclusion of the research is that the marketing strategy of the Islamic Pawn Gold (Rahn) product carried out by the Singkawang City Sharia Pawnshop is running quite well so that people are starting to know about the Sharia Pawn (Rahn).