ANALISIS STRATEGI PEMASARAN PRODUK EMAS BATANGAN PT PEGADAIAN GALERI 24 REGIONAL JAKARTA
DOI:
https://doi.org/10.31334/jambis.v2i6.2797Keywords:
Marketing Strategy, Product, Gold Bar, PT Pegadaian Galeri 24 Jakarta Regional..Abstract
PT Pegadaian Galeri Dua Empat or Galeri 24 is a subsidiary of PT Pegadaian (Persero) SOE, which is engaged in the retail business of buying and selling gold bar and has more than 9 branches in Jakarta. The purpose of this study was to analyze the marketing strategies, constraints and solutions carried out by PT Pegadaian Galeri 24 Jakarta Regional in marketing gold bar products at PT Pegadaian Galeri 24 Jakarta Regional. This study used a qualitative method so that the data collection carried out was the interviews with 4 informants. The data collection was conducted in mid-June 2022. The results showed that the marketing strategy method used by PT Pegadaian Galeri 24 Jakarta Regional is the 4P (Product, Price, Place, Promotion) which has been running effectively. However, there are still internal and external obstacles such as fraud, low service quality standards of HR, and lack of socialization and control. Therefore, PT Pegadaian Galeri 24 Jakarta Regional must evaluate and overcome obstacles in the marketing strategy of PT Pegadaian Galeri 24 Jakarta Regional for gold bar products.
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