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All Journal Journal of Socio-Cultural Sustainability and Resilience
Ardy Firman Syah
Research Center for Domestic Government, National Research and Innovation Agencies, Jakarta, Special Capital Region of Jakarta 12710
Arts Humanities Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Breaking the limits of sharia product promotion: Socio-cultural trust and community perception in conventional vs sharia pawnshop adoption Ardy Firman Syah
Journal of Socio-Cultural Sustainability and Resilience Vol. 4 No. 1: July (2026)
Publisher : Institute for Advanced Science, Social, and Sustainable Future

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61511/jscsr.v4i1.2026.3443

Abstract

Background: Pawnshops serve as an important non-bank liquidity channel in Indonesia, yet sharia-compliant products remain less adopted than conventional pawning despite a Muslim-majority market. This study examines how sharia products can expand their promotional reach within a conventional-dominated ecosystem, focusing on competition between PT Pegadaian’s conventional and sharia service lines. Methods: Using a qualitative explanatory approach based on selected secondary sources (regulations, institutional reports, and prior studies), the analysis applies thematic coding and comparative interpretation. Findings: The findings show that conventional services maintain advantages in product variety, brand familiarity, and simpler cost perceptions. This study distinguishes itself from previous literature by integrating legal-economic analysis with consumer behavior and promotional dynamics to explain why sharia pawnshop products remain less adopted despite their ethical and religious advantages. Conclusion: It fills the gap in prior studies that separately examined sharia compliance or customer preferences by showing how communication asymmetry, fee perception, and institutional “lock-in” shape market competitiveness, while contributing a novel framework that reframes the rivalry between conventional and sharia pawnshops as a contest between institutional logic and communicative legitimacy. Novelty/Originality of this article: The originality of this study lies in its effort to bridge the gap in the existing literature, which often separates the aspect of Sharia compliance from consumers’ practical preferences
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