Strategi Pemasaran Produk Tabungan Emas dalam Meningkatkan Jumlah Nasabah

Abstract

The purpose of this study was to identify and analyze the marketing models and strategies for gold savings products at PT. Makassar Area Pawnshops 2. The analytical method used is a descriptive qualitative analysis by looking at the model and market segmentation (segmentation, targeting and positioning). The results showed that the strategy m odel used was online media using Whatsapp, Facebook, Instagram, tik tok and advertising in various media to introduce more gold savings products and their advantages apart from being a long-term investment to teach people to be able to save, setting aside savings for added value in the future. Determining and implementing various segmentation, targeting and positioning such as looking at communities, MSMEs, schools, agencies, and universities and carrying out several programs according to PODC (planning, organizing, directing and controlling) is a marketing strategy for selling gold savings products implemented by PT Pegadaian Area Makassar 2. With the implementation of this strategy, there was a significant increase in the number of customers and the number of account openings in the number of gold savings owned by PT Pegadaian Area M Makassar 2.