Implementation of SWOT Analysis in formulating the Marketing Strategy of Pegadaian Syariah : A Case Study of the Gatot Subroto branch, Denpasar
DOI:
https://doi.org/10.17509/ms7qy427Abstract
Pegadaian Syariah Gatot Subroto Branch, Denpasar, operates in Bali’s predominantly Hindu society, where Islamic financial literacy is low and competition is intense. This study applies SWOT analysis to identify the factors affecting the branch’s marketing and to formulate prioritised strategies. A qualitative case study was conducted using semi-structured interviews with three purposively selected internal informants (the Unit Head, the Customer Relationship Officer and the Appraiser/Operational Officer), observation and documentation, including outstanding loan (OSL) records. The data were coded with a codebook approach, mapped into a SWOT matrix without IFAS-EFAS weighting and prioritised using an explicit scoring rule. Strengths include Sharia compliance and cost transparency, fast service, public trust and a strong pawn (rahn) business, whose OSL reached 122.17% of target. Weaknesses include limited Islamic finance competence among staff, delayed promotional materials, suboptimal digital promotion, low public familiarity with Sharia products and below-target non-pawn (95.84%) and gold (95.62%) portfolios. Opportunities arise from growing awareness of Islamic finance, digitalisation, interest in gold investment and partnerships, while threats come from banks, fintech companies, private pawnshops and the stigma of pawning. The evidence leans towards strength-based strategies, prioritising inclusive literacy education, targeted cross-selling from pawn customers to gold and non-pawn products, and gold-oriented outreach. The study proposes that, in a non-Muslim-majority market, Sharia values are better communicated as functional benefits such as fairness and cost transparency, a proposition that requires testing with customer data. The findings are limited by reliance on three internal informants at one branch and on single-period performance data.
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