ANALISA STRATEGI PEMASARAN PRODUK GADAI EMAS PT. BPRS AMANAH UMMAH

Juliannisa Budiyati

Abstract


This study aims to determine the product marketing strategy pawning gold PT. BPRS Amanah Ummah and to investigate the implications of gold pawning product marketing strategies in increasing the number of customers and customer satisfaction.
 
This research includes analysis of field research by analyzing the product marketing strategy pawning gold at PT. BPRS Amanah Ummah with reference to Islamic legal basis in accordance with the Qur'an and Assunah. The subjects were clients and officers pledge a gold PT. BPRS Amanah Ummah. Data was collected by observation, interviews, and documentation. The data in this study were analyzed descriptively.
 
The results showed that PT. BPRS Amanah Ummah has been practicing Islamic principles and elements that are important in marketing activities. The success of the product marketing strategy pawn gold PT. BPRS Amanah Ummah looks at the increase that occurred in the 2010-2011 period increased by 13% of customers pawning gold.

Keywords


strategy, pawn gold, marketing, Islamic banks

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DOI: https://doi.org/10.32507/ajei.v5i1.328

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Al-Infaq: Jurnal Ekonomi Islam, p-ISSN: 2087-2178, e-ISSN: 2579-6453