Sharia-Value-Based 7P Marketing Mix in the Marketing of Rahn Products

Abstract

This study is motivated by the growing demand for fast, secure, and accessible Islamic financial services, particularly gold pawning (rahn). However, customer growth remains constrained by limited product understanding, concerns about ujrah fees, promotional effectiveness, and service quality. Previous studies have largely examined customer interest or marketing strategies separately, leaving limited research integrating the 7P Marketing Mix with Islamic marketing management values in rahn services. This study aims to analyze marketing strategies for increasing customers at Pegadaian Syariah Hasanuddin Branch, Gowa, Makassar. A qualitative field research design was employed, collecting data through observation, in-depth interviews, and documentation involving seven informants, including branch management, marketing and service staff, and customers. Data were analyzed through condensation, presentation, conclusion drawing, and verification. The findings indicate that customer growth depends on the synergy of all marketing elements, including accessible products, transparent ujrah fees, strategic locations, digital and direct promotion, friendly staff, simple procedures, and secure facilities. The study’s novelty lies in integrating customer value, trust value, and sharia value. Practically, it recommends educational promotion, cost transparency, staff development, queue management, and digital service innovation to strengthen trust and sustainable Islamic financial literacy.