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All Journal Electronic Journal of Education, Social Economics and Technology Journal of Business Improvement
Hafidoturrohmah, Nur
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Marketing Strategy Using SWOT Analysis to Increase Sales of Amanah Products (Case Study at PT. Pegadaian UPS Simpang Lima Banyuwangi) Hafidoturrohmah, Nur; Muslih, Imam
Journal of Business Improvement Vol 2 No 1 (2025): Edisi IV, Februari 2025
Publisher : Institut Agama Islam Al-Fatimah Bojonegoro

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Abstract

This study aims to analyze the marketing strategy of the Amanah product at PT. Pegadaian UPS Simpang Lima Banyuwangi using SWOT analysis. As one of the company's main products, Amanah offers vehicle financing for micro-entrepreneurs, employees, and professionals with low administrative costs and fixed installments. Despite these advantages, the market performance of the Amanah product faces challenges, such as low public awareness and competition from other financial institutions offering similar products. Using a qualitative descriptive approach, this study identifies the strengths, weaknesses, opportunities, and threats of the Amanah product. The findings indicate that the Amanah product benefits from PT. Pegadaian's strong reputation, extensive branch network, and flexible financing options. However, the study also highlights areas for improvement, such as enhancing digital promotion and offering more competitive down payment requirements. This SWOT analysis provides strategic recommendations to strengthen public awareness of the product, align services with customer needs, and expand the customer base
Marketing Strategy Using Swot Analysis in Increasing Sales of Amanah Products: A Case Study On PT. UPS Pawnshop Simpang Lima Banyuwangi Hafidoturrohmah, Nur; Ekaningsih, Lely Ana Ferawati; Muslih, Imam
Electronic Journal of Education, Social Economics and Technology Vol 6, No 1 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i1.285

Abstract

This study aims to analyze the marketing strategy of Amanah products of PT. UPS Simpang Lima Banyuwangi Pawnshop uses SWOT analysis. As one of the company's main products, Amanah offers vehicle financing for micro-entrepreneurs, employees, and professionals with low administration fees and fixed installments. Despite these advantages, Amanah market performance faces challenges from the lack of public awareness and competition from other financial institutions that offer similar products. Through qualitative descriptive research, this study identifies the main strengths, weaknesses, opportunities, and threats of Amanah Products. The results of the study show that Amanah benefits from the reputation of PT. Pegadaian, an extensive branch network, and flexibility in financing, while also highlighting areas of improvement such as digital promotions and more competitive down payment requirements. This SWOT analysis provides strategies to strengthen product awareness, adjust to customer needs, and expand the customer base.
Co-Authors Lely Ana Ferawati Ekaningsih Muslih, Imam