ANALISIS STRATEGI PEMASARAN PRODUK TABUNGAN EMAS PADA PT. PEGADAIAN (PERSERO) UPC TELUK KUANTAN DALAM PENINGKATAN JUMLAH NASABAH

Abstract

1. Pegadaian (Persero) UPC Teluk Kuantan in facing the marketing competition is by providing products and services that can provide the needs of the citizens in the future. One of the strategy is by providing savings products. Gold saving is a gold buying and selling service with affordable deposit facilities. If people save the gold it can make them easy to do investment. As a new product from Pegadaian, so a strategy is needed to promote the product by using a marketing mix (product strategy, price, location and promotion).This research is a field research using a descriptive qualitative approach with primary data sources and secondary data and data collection includes interviews, documentation, and observation. Whereas the data analysis is used descriptive qualitative analysis methods. This study aims to determine the marketing strategy of gold savings products in increasing the number of customers and obstacles in carrying out the marketing strategy of gold savings products at PT. Pegadaian (Persero) UPC Teluk Kuantan. From the results of the study found that: Gold Saving Product marketing strategy at PT. Pegadaian (Persero) UPC Teluk Kuantan is by: The marketing strategy undertaken by Pegadaian is to use the marketing mix concept of product strategy, price strategy, place strategy, promotion strategy. Promotional strategies taken are advertising, sales promotion, publicity and personal selling. In carrying out the marketing strategy of a gold saving product, there are several obstacles, including: Because Human Resouce is insufficient, Pegadaian of Teluk Kuantan area does not have its own marketing staff. It still relies on promotion from the center of PT. Pegadaian and also Regional Branch Offices due to limited number of empolyees.