STRATEGI PEMASARAN PRODUK TABUNGAN EMAS di PT. PEGADAIAN UPC LUBUK SIKAPING

Abstract

Marketing strategy will be very important because it is equally known that one of the goals of a business is to get many customers because it can increase the income of a business. The purpose of this study is to determine the marketing strategy of gold savings products of PT. Pegadaian UPC Lubuk Sikaping. In this writing, the research used is field research (field research) which is descriptive qualitative with data collection through observation, interviews and documentation. Researchers in this study tried to analyze the strategy used by PT. Pegadaian UPC Lubuk Sikaping in increasing the number of customers. The results of this study, PT. Pegadaian UPC Lubuk Sikaping in increasing the number of customers with the marketing strategy used, namely the Marketing Mix Strategy consisting of 7P, Product, Price, Place, Promotion, People, Process, and Physical Evidence.