<![CDATA[In the era of digitalization that continues to grow rapidly, transformation in marketing strategies is something that must be faced by companies, including Islamic financial institutions. PT Pegadaian Syariah Gorontalo Branch, which is under Pegadaian Gorontalo Area Office, is faced with the challenge of optimizing an effective marketing strategy to improve the company's performance and competitiveness. The two main approaches that are often used are direct marketing and digital marketing. This research was carried out using a qualitative method. Data collection was done through interviews with 6 informants, consisting of 3 key informants (customers) and 3 supporting informants (employees). The results of this study reveal that direct marketing is a more effective marketing strategy in PT. Pegadaian Cabang Syariah Gorontalo. However, it does not mean that digital marketing strategies are not able to play a good role, both strategies have their own advantages and disadvantages. The direct marketing approach remains the key in converting awareness into real transactions, while digital marketing functions more as a way to expand information and increase the dissemination of products among the wider community.]]>
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