The Strategies of Pawnshop Institution Service Improvement Based on Analysis of Community Perceptions and Needs: A Case Study in Karawang Regency, Indonesia Medi Nopiana1, Irvan Yoga Pardistya1,*, Julia Ambarwati1, Endang Taufiqurahman1, Novi Permata Indah1
Faculty of Economics, Universitas Singaperbangsa Karawang, Karawang, Indonesia
Abstract
The role of pawnshops in the socio-economic life of the community has been groped for a long time, but its services have yet to be fully obtained by all communities in various places. The vacancy of service space that the pawnshop does not provide is exploited by actors of loan sharks and illegal banks to market their products. The study aims to develop a strategy for improving pawnshop services based on an analysis of the perceptions and needs of the Karawang Regency community. The analysis method employs descriptive analysis, sourced from essential data in the form of primary data collected from interviews and distributing questionnaires. The study focus of the pawnshop institution is applied to PT. Pegadaian. The sampling technique utilizes Probability Sampling in the form of Area and Simple Random Sampling. The study results show that the most critical and essential strategy for PT. Pegadaian needs service and marketing improvements focusing on implementing an active marketing system by conducting literacy to the community directly (by the door to door) under the implementation of a canvassing strategy. Implementing this strategy can involve students in the internship program through the collaboration built between PT. Pegadaian with the Education Office of West Java Province and universities. In addition to collaborating with online expedition service companies, efforts to improve services can be carried out through cooperation between PT. Pegadaian with the Community and Village Empowerment Office of Karawang Regency and the local village government through empowering BUM Desa.
Keywords: Strategic Management, Loan Sharks and Illegal Bank Practices, SWOT Analysis
