ANALISIS BAURAN PEMASARAN PRODUK ARRUM HAJI DI PT. PEGADAIAN (PERSERO) CABANG SYARIAH LANDUNGSARI MALANG

This research aims to determine the marketing mix of Arrum Haji products at Pegadaian Syariah. There are several things that must be considered from how to market such as promotion, product, place and price. This study uses a qualitative approach with a descriptive approach and data collection techniques based on observation, interviews and documentation. The most important part is how the marketing mix strategy is carried out on Arrum Hajj products. The marketing strategy applied by Pegadaian Syariah Landungsari Malang uses a marketing mix. In marketing techniques, there are 3 marketing techniques that are applied, namely, Crosselling, Literacy and Referral. The results of this study indicate what strategies can be used based on SWOT analysis on Arrum Hajj products. From the strategy used previously, it can be seen that the number of product sales each month increases, but still has some strengths and weaknesses from internal factors and opportunities and threats from external factors to the product strategy used. So with the strategy of the results of this SWOT analysis the authors hope that the Arrum Hajj product can be better known by the people of Indonesia, and also bring up the latest ideas in order to achieve whatever is desired