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Adriani Aulia Putri
Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember, Indonesia
Arts Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Marketing Strategy for Sharia Pawnshop Products in Improving the Quality of Sharia Pawnshop Services Adriani Aulia Putri; Sofiah Sofiah
Research Horizon Vol. 6 No. 4 (2026): Research Horizon - Agustus 2026
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.6.4.2026.1171

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.
Co-Authors Sofiah Sofiah