ANALISIS SWOT STRATEGI PEMASARAN PRODUK TABUNGAN EMAS DI PT. PEGADAIAN DALAM UPAYA MENINGKATKAN JUMLAH NASABAH (STUDI KASUS PT. PEGADAIAN KANTOR AREA JEMBER)

Dyah Alfiani Pradista, Achmad Hasan Hafidzi, Tatit Diansari Reskiputri
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Abstract

This study aims to formulate a marketing strategy for gold savings products at pawnshops in an effort to increase the number of customers (study at PT. Pegadaian Jember Area Office). Analysis of the data used in this study is a SWOT (Strength, Weakness, Opportunity, Treath) matrix. This study uses a descriptive type of research with a qualitative approach, which is a research method used to examine the condition of natural objects. The results of this study indicate that the IFAS matrix analysis has a total score of 1.244, the total score of the EFAS matrix is 1.645. On the results of these calculations PT. Pegadaian Jember Area Office is in quadrant 1 which means that the situation is very profitable for the company in carrying out an aggressive strategy or growth. From the results of research on alternative strategies for gold savings products that have been obtained and practical researchers to determine the marketing strategy of PT. Pegadaian Jember Area Office, increasing targeted promotions, developing innovations in gold savings products, conducting socialization about gold savings products, as well as formally cooperating with gold shops in the market
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分析当铺黄金储蓄产品的营销战略,以增加客户数量
本研究旨在制定典当行黄金储蓄产品的营销策略,以增加客户数量(研究于PT. Pegadaian Jember地区办事处)。本研究中使用的数据分析是SWOT(优势,劣势,机会,风险)矩阵。本研究采用描述性研究与定性方法,这是一种研究方法,用于检查自然对象的条件。本研究结果表明,IFAS矩阵分析总分为1.244,EFAS矩阵总分为1.645。根据这些计算的结果,PT. Pegadaian Jember地区办事处位于象限1,这意味着该公司在实施积极的战略或增长方面非常有利可图。根据已获得的黄金储蓄产品替代策略的研究结果和实际研究者确定PT. Pegadaian Jember地区办事处的营销策略,增加针对性促销,开发黄金储蓄产品的创新,进行黄金储蓄产品的社会化,以及与市场上的金店正式合作
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