Strategi Bauran Promosi Produk Emas Mulia

(Studi pada PT. Pegadaian Syariah Cabang Landungsari)

Abstract

Every company has a different promotion strategy. With a good promotional strategy, it will be faster to achieve company goals that are effective and efficient. The purpose of this study is to discuss the promotion strategy on the product of precious gold. The concept used in this study refers to Kotler, according to him the promotion mix strategy is used to interact with customers (Advertising, personal selling, sales promotion, publicity). This research is field research that uses a qualitative descriptive approach, in collecting data by means of interviews, observations and facts in the field to complete and provide information in the research process. The results of this study are the promotion strategy at the Landungsari Sharia Pawnshop from 2019-2021. In terms of promotion, according to the theory of the promotional mix strategy at the Landungsari Branch Sharia Pawnshop, the media is currently growing both online and offline. Pegadaian Syariah Landungsari Branch provides online facilities as well as by distributing brochures, placing banners in front of all Pegadaian offices as offline promotions.