<![CDATA[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.]]>
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