Marketing Strategy for Sharia-Compliant Pawn Products via the Tring Application to Enhance Service Quality

Adriani Aulia Putri; Sofiah Sofiah

Authors

Adriani Aulia Putri Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember, Indonesia
Sofiah Sofiah Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember, Indonesia

Keywords:

Marketing Strategy, TRING Application, Service Quality, Sharia Pawnshop

Abstract

The development of digital technology encourages financial institutions to innovate in marketing strategies and improve service quality. Pegadaian Syariah CPS A. Yani Jember uses the TRING! as part of a digital-based marketing strategy to meet customer needs for fast, practical, and efficient services. This study aims to describe the marketing strategy based on the TRING! and analyze its role in improving the quality of service to customers. This study uses a descriptive qualitative approach with data collection techniques through observation, in-depth interviews, and documentation. Data analysis was carried out using the Miles and Huberman interactive model which included data reduction, data presentation, and conclusion drawn, with data validity test through triangulation of sources and techniques. The results of the study show that the marketing strategy is based on the TRING! It is carried out through a direct approach, the use of digital media, as well as education and assistance to customers. The strategy focuses not only on promotion, but also on increasing the acceptance of technology through the perception of ease and benefits of using applications. In addition, the use of the TRING! Contributing to improving service quality which is characterized by ease of access, acceleration of transaction processes, and increased customer comfort. Thus, the TRING! play a role in increasing the adoption of digital services while optimizing the quality of services at Pegadaian Syariah CPS A. Yani Jember.

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