Analisis Swot Untuk Strategi Pemasaran Pada Produk Tabungan Emas Di Pt Pegadaian Dalam Upaya Meningkatkan Jumlah Nasabah (Studi Kantor PT. Pegadaian Area Jember)

Marketing strategy in increasing the number of consumers or customers is not easy, because they have to plan strategies that are right on target in marketing products. Therefore, companies need a SWOT analysis tool as a way to find out an alternative model of marketing strategy that is right on target. This study aims to formulate a marketing strategy for gold savings products at pawnshops in an effort to increase the number of customers (study at PT. Pegadaian Jember Area Office). Analysis of the data used in this study is a SWOT matrix. This study uses a descriptive type of research with a qualitative approach, which is a research meth-od used to examine the condition of natural objects. The results of this study indicate that the IFAS matrix analysis has a total score of 1,244, the total score for the EFAS matrix is 1,645. In the results of these calculations, PT Pegadaian Jember Area Office is in quadrant 1 which means it shows a very favorable situation for company in carrying out aggressive or growth strategies. From the results of research on alternative strategies for gold savings products that have been obtained and practical researchers To determine the marketing strategy of PT Pegadaian, the Jember Area Office is to improve the quality of the service system, increase targeted promotions, develop innovations in gold savings products, educate and evaluate gold savings products, as well as formally collaborate with gold shops in the market.
Keywords: Marketing Strategy, Gold Savings, SWOT Analysis