Indonesian Journal of Law and Economics Review
Vol 19 No 2 (2024): May
Marketing Management

Pawnshop Marketing by Empowering Decisions through Equity and Promotion
Pemasaran Pegadaian dengan Memberdayakan Keputusan melalui Kesetaraan dan Promosi


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  • Kania Savi Salsabilla,
  • Detak Prapanca*
Kania Savi Salsabilla
Program Studi Studi Manajemen, Fakultas Bisnis, Hukum dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo, Indonesia, Indonesia
*

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v19i2.1118
Published May 31, 2024
Keywords
  • Pawnshop industry,
  • Customer decisions,
  • Literacy empowerment,
  • Brand equity,
  • Promotion
How to Cite
Salsabilla, K. S., & Detak Prapanca. (2024). Pawnshop Marketing by Empowering Decisions through Equity and Promotion. Indonesian Journal of Law and Economics Review, 19(2), 10.21070/ijler.v19i2.1118. https://doi.org/10.21070/ijler.v19i2.1118

Copyright (c) 2024 Kania Savi Salsabilla, Detak Prapanca

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This study investigates the impact of literacy empowerment, brand equity, and promotion on customer decisions regarding pawnshop products in Sidoarjo, Indonesia. Through a quantitative approach involving 96 respondents and regression analysis, the study reveals significant positive effects of these factors on customer decisions. Findings highlight the importance of enhancing literacy empowerment and promotional efforts in the pawnshop industry, while leveraging brand equity to bolster customer engagement. These insights offer valuable guidance for refining marketing strategies and fostering customer loyalty among pawnshop companies in Sidoarjo, suggesting avenues for future research to explore additional variables and expand sample sizes for a more comprehensive understanding of customer behavior in this context.

 

Highlighgt: 

  • Quantitative analysis: Regression with 96 respondents for pawnshop customer decisions.
  • Marketing strategy: Enhance literacy, promotion, leverage brand equity for customer engagement.
  • Future research: Explore variables, expand samples for Sidoarjo's pawnshop industry understanding.

 

 

Keyword:  Pawnshop industry, Customer decisions, Literacy empowerment, Brand equity, Promotion.

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