Analisis Strategi Digital Marketing terhadap Minat Nasabah pada PT Gadai Mega Bandar

Mira Rosmala (STIE Dharma Putra Pekanbaru)
Eka Riyadi (STIE Dharma Putra Pekanbaru)
Elis Samrotul Fu’adah (STIE Dharma Putra Pekanbaru)
Intan Safitri (STIE Dharma Putra Pekanbaru)
Lailatul Mar’ah (STIE Dharma Putra Pekanbaru)
Oki Jeri Saputra (STIE Dharma Putra Pekanbaru)

Optimal: Jurnal Ekonomi dan Manajemen
Vol. 5 No. 3 (2025): Jurnal Ekonomi dan Manajemen

PT GADAI MEGA BANDAR is a company engaged in the field of pawning goods in the form of electronic goods such as cellphones, laptops, watches, TVs, cameras, cars and motorbikes in Bandar Lampung City. The purpose of this study was to determine how the implementation of digital marketing strategies in attracting customer interest. This study uses a descriptive qualitative method with primary data sources in the form of interview results, observations and documentation. The results of the study are that PT GADAI MEGA BANDAR implements a digital marketing system, namely through the WhatsApp, Instagram and Facebook applications. The strategy through WhatsApp is to use WhatsApp business by having online conversations, sharing files, exchanging photos, sending short videos, and making voice and video calls. PT GADAI MEGA BANDAR's marketing strategy utilizes various features offered by Instagram, such as sharing photos and videos, Instagram reels, holding live broadcasts, and activating the comment feature and PT Gadai Mega Bandar uses this Facebook platform as a means of promotion, education, and direct interaction with prospective customers or those who are already active.