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

DOI

10.2991/978-94-6463-758-8_154How to use a DOI?

Keywords

Kredit Usaha Rakyat; SWOT Analysis; EFE Matrix; IFE Matrix

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Sekar Kinasih
AU  - Muhammad Asdar
AU  - Muhammad Ismail
PY  - 2025
DA  - 2025/07/30
TI  - Marketing Strategy Kredit Usaha Rakyat Product at PT. Pegadaian Regional Office VI Makassar
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 1935
EP  - 1941
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_154
DO  - 10.2991/978-94-6463-758-8_154
ID  - Kinasih2025
ER  -