Rahmat Panji Suryo Nugroho, . (2025) STRATEGI PEMASARAN TABUNGAN EMAS PADA PT. PEGADAIAN (PERSERO) CP TANJUNG PRIOK DALAM MENINGKATKAN MINAT MASYARAKAT. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the marketing strategies implemented by Pegadaian KCP Tanjung Priok in increasing public interest in the Gold Savings product. This research uses a descriptive qualitative approach with data collection methods including interviews, observation, documentation, and questionnaire distribution. The study applies the 7P marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence), Flower of Service concept, SWOT analysis, and STP (Segmenting, Targeting, Positioning) strategy. The results indicate that Pegadaian has successfully implemented effective marketing strategies through digital promotion, financial literacy programs, excellent customer service, and the enhancement of its digital platform. These efforts have successfully attracted public interest, especially among the productive age group and micro-enterprises. However, challenges such as low financial literacy and competition from fintech platforms must be addressed with adaptive communication strategies and continuous innovation.
| Item Type: | Thesis (Tugas Akhir) |
|---|---|
| Additional Information: | [No.Panggil:2210101009] [Pembimbing:Suharyati] [Penguji 1: Jenji Gunaedi Argo] [Penguji 2 : Subur] |
| Uncontrolled Keywords: | Marketing Strategy, Gold Savings, Pegadaian, 7P, Flower of Service, SWOT, STP |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HG Finance |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) |
| Depositing User: | RAHMAT PANJI SURYO NUGROHO |
| Date Deposited: | 06 Aug 2025 03:28 |
| Last Modified: | 06 Aug 2025 03:28 |
| URI: | http://repository.upnvj.ac.id/id/eprint/37408 |
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