Strategi Pemasaran PT. Pegadaian(Persero):(Studi kasus di PT. Pegadaian(Persero) CP Lempuyangan Kota Yogyakarta)

Firamita Yuliasari, Ely Susanto

2016 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT MARKETING STRATEGY OF PT PEGADAIAN (PERSERO) (A Case Study at PT Pegadaian (Persero) CP Lempuyangan Kota Yogyakarta) This thesis is focused on the public sector marketing that took place at PT Pegadaian (Persero) Office, Lempuyangan Branch. This research aimed to understand the marketing strategy and its challenges, and discover the key to their successful marketing strategy. In observing the marketing strategy of this company, the marketing mix theory was used. The results of this research determined that the marketing strategy of the company consists of the “7Ps”. The 7Ps are: product, price, place, promotion, people, process and physical evidence. The research discovered that the company uses the place and physical evidence elements as the key to their successful marketing strategy, whereas the promotion element is less fruitful than the other elements. The company confronted numerous challenges such as high competition with other institutions that provide similar services, as well as limited human resources. Key Words: Marketing Strategy, PT Pegadaian (Persero), Marketing Mix, 7Ps

Kata Kunci : Strategi Pemasaran