STRATEGI INOVASI PEMASARAN PRODUK GADAI EMAS DALAM MENARIK MINAT NASABAH PADA BANK SYARIAH INDONESIA KCP TAKALAR

Abstract

This study aims to determine the marketing innovation strategy of gold pawn  products at Bank Syariah Indonesia (BSI) KCP Takalar in attracting the interest of customers and potential customers. This research used a descriptive qualitative approach and was conducted in Bajeng,  Pattallasang District, Takalar Regency. Data were collected through observation, interviews,  and documentation. The data sources used in this study were primary and secondary data.  The research results show that innovative strategies such as utilizing social media,  financial literacy education, and technology-based services have been implemented. Factors  driving customer interest include ease of procedures, the need for quick funds, and trust in  Sharia principles. This strategy has been proven to increase the number of customers, although  the use of digital technology still needs to be improved. What is novel about this research is the  use of the new wave marketing concept, known as the 12C principle, in the current digital  marketing era.