Marketing Strategy Kredit Usaha Rakyat Product at PT. Pegadaian Regional Office VI Makassar

Sekar Kinasih (), Muhammad Asdar and Muhammad Ismail
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Sekar Kinasih: Hasanuddin Univesrsity
Muhammad Asdar: Hasanuddin Univesrsity
Muhammad Ismail: Hasanuddin Univesrsity

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 1935-1941 from Springer

Abstract: Abstract Competition of KUR distribution is increasing. PT Pegadaian only started distributing KUR products in 2022, so it requires a strategy in distributing this product and competing with other channeling institutions.. This research aims to find ways to compete and create the most suitable marketing strategy with different characteristics, using SWOT Analysis. The methodology used is qualitative. The results of the SWOT analysis research through the EFE Matrix, IFE, and SWOT matrix stages that were obtained were in quadrant I (aggressive strategy). From the various forms of KUR Product in marketing strategies, it can be concluded that the company should adopt the SO strategy so that it can be achieved quickly and easily.

Keywords: Kredit Usaha Rakyat; SWOT Analysis; EFE Matrix; IFE Matrix (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-758-8_154

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DOI: 10.2991/978-94-6463-758-8_154

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