Evaluasi Strategi Pemasaran Produk Gadai dengan Pendekatan SERVO pada Pegadaian Purwokerto

Novia Zakiyatul Fitri
Laeli Nur Khabiebah
Risti Hanafiyanti Noviana
Dian Febriani
Yoiz Shofwa Shafrani

Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital
Vol. 2 No. 2 (2025): Mei : Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital

This study aims to evaluate the marketing strategy of pawnshop products in facing the world of the financial industry using the SERVO approach. The method used in this research is in-depth interviews with direct sources of the pawnshop's internal parties. The results of the research obtained that the marketing strategy of pawnshop products has used the SERVO approach as much as possible and uses strategies that provide comfort for its customers, one of the main strategies is to visit agencies or business centers. This non-bank financial institution continues to develop by using a direct promotion strategy to customers so as to attract customers directly to cooperate effectively.