Marketing Analysis at Pawnshop Shari’a Pekanbaru Riau, Indonesia

Rusby, Zulkifli (2017) Marketing Analysis at Pawnshop Shari’a Pekanbaru Riau, Indonesia. Revista ESPACIOS, 38 (21). ISSN 0789-1015

Text Analisis de marketing en casa de Empeno Shari’a Pekanbaru.pdf - Published Version Download (242kB)

Abstract

The development of Shari’a pawnshops in Indonesia is increasing significantly, even service counter or office unit of Shari’a pawnshop can easily be encountered in various corners of the city in Pekanbaru, and this is certainly supported by the marketing strategies. In addition, pawnshops also do not forget the Shari’a marketing characteristics. This study aims to investigate the implementation of the marketing strategy undertaken by PT. Pegadaian (Persero) Shari’a branch office Ahmad Yani Pekanbaru seen the concept of the marketing mix to determine the level of application of Shari’a marketing characteristics. The subjects were customers and employees of PT. Pegadaian (Persero) Shari’a; number of customer is up to 2,310 clients while employees are 9 staffs. Customer samples number is 96 clients, obtained by using a solving formula. While the sample of employee is all staff which is 9 staffs. Technique of collecting data is by questionnaires and analysis using a descriptive quantitative. Results of this study are the marketing strategy undertaken by PT. Pegadaian (Persero) Pekanbaru is done very well, because of the percentage value (P) is 83% which in the interval of 80% to 100%. The application of Shari’a marketing characteristics of the Pawnshop is very well, with result of the percentage value (P) is 98% which in the interval 80% - 100%.

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