Marketing Strategy for Sharia Pawnshop Products in Improving the Quality of Sharia Pawnshop Services

Abstract

Digital technology drives financial institutions to innovate marketing strategies and service quality to provide fast, practical, and efficient services. This study aims to describe the marketing strategy 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 show that the digital marketing strategy is implemented through coordinated roles among the product manager, marketing, sales officer, and customer service. The strategy involves product information delivery, customer socialization, direct approaches, education, and assistance in using digital services. These activities contribute to increasing customer awareness, interest, trust, and application usage. The findings also show that perceived usefulness and perceived ease of use support customer acceptance of digital services. This acceptance contributes to improved service quality through easier access, faster and smoother transactions, reduced waiting time, and greater customer convenience. However, differences in digital literacy indicate that continuous education and technical assistance remain necessary.