Analisis Strategi Bauran Pemasaran Terhadap Minat Nasabah Dalam Memilih Produk Gadai

(Studi pada PT. Pegadaian Syariah Cabang Landungsari)

Abstract

This study aims to determine how big the contribution of the marketing mix strategy to customer interest in choosing pawn products at the Sharia Pawnshop Landungsari Branch. In this study using a quantitative descriptive type of research. The population of this research is customers of pawn products as many as 2118 customers then to determine the size of the sample using the slovin method so that a sample of 95.49 is obtained which is rounded up to 100 samples. The results showed that the marketing strategy has a high effectiveness on customer interest in choosing a pawn product at PT. Landungsari Branch Sharia Pawnshop. This is based on the physical evidence variable (Physical evidence) obtained an average of strongly agree at 52.25%, the customer variable (People) obtained an average of strongly agree at 50.33%, the product variable (Product) obtained an average of very agree by 50.75%. With the average results per variable of more than 50%, this shows the Promotional Mix Strategy applied to PT. The Landungsari Branch Sharia Pawnshop has been effective.