EFEKTIVITAS STRATEGI PROMOSI TABUNGAN EMAS PADA PT. PEGADAIAN (PERSERO) UPC SUNGAI JERING

Abstract

Pegadaian is one of the non-bank institutions in Indonesia.  One of the popular Pawnshop products is Gold Savings.  Gold Savings is a savings account that allows us to save money and exchange it for gold in an easy process.  At PT.  Pegadaian (Persero) UPC Sungai Jering Gold Savings customers in 2020, out of 1730 target customers, only 1330 people became customers.  One of the things that influence is how the promotion strategy run by PT.  Pegadaian (Persero) Sungai Jering UPC.This study aims to determine the effectiveness of the gold savings promotion strategy. This study uses descriptive qualitative data analysis with primary and secondary data sources and data collection techniques through observation, interviews and documentation.Based on the results of the study, it is known that the promotion strategy carried out by the pawnshop is advertisting, sales promotion, public relation and publicity, direct marketing,online marketing, mobile marketing, personal selling. The most frequently used promotional strategy is online marketing because currently in PT.  Pegadaain Persero UPC Sungai Jering relies on online media as the main tool, due to the COVID-19 pandemic which does not allow crowds, and because of that the event promotion strategy is not too late While the effectiveness of the promotion strategy is seen from 5 indicators, namely the right amount, time, target, price and quality. From the research results, the effectiveness of the gold savings promotion strategy at PT. Pegadaian (Persero) Sungai Jering UPC just 45% because several indicators have not been met such as the correct amount and time, because the number of targets obtained is not accurate with the desired target in one year.