Marketing Analysis of Rahn Products Through The Implementation Of Shariah Values In Increasing Customer Trust

Aghata, Talitha Hardiyan (2024) Marketing Analysis of Rahn Products Through The Implementation Of Shariah Values In Increasing Customer Trust. Bima Journal – Bussiness Management and Accounting, 5 (2). pp. 277-283. ISSN 2721-2971

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Abstract

Purpose: This qualitative case study investigates the impact of sharia-based marketing strategies on customer trust in Rahn pawn products at Pegadaian Syariah in Gresik, Indonesia. Methodology: Employing purposive sampling, data were gathered through in-depth interviews, participant observations, and document analysis involving five staff members and eight customers. Findings and Results: Thematic analysis revealed that the application of sharia values—particularly transparency, justice, and ethical service—significantly enhances customer trust and loyalty. Transparency and continuous customer education were identified as the most influential factors, particularly among first-time users. While findings indicate a strong alignment between ethical marketing and customer confidence, the study is limited by its local scope and relatively small sample size. Novelty: Future research should explore comparative analyses across regions or institutions. Originality: This paper contributes to the growing literature on Islamic financial marketing by offering localized insights. Conclussions : underscores the need for tailored, value-based marketing strategies in enhancing engagement with Islamic pawnshop services. Type of Paper : Research Paper

Item Type:	Article
Uncontrolled Keywords:	Sharia Marketing; Rahn; Sharia Values; Customer Trust
Subjects:	Economic And Business Economic And Business > Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Talitha Hardiyan Aghata
Date Deposited:	11 Sep 2025 07:02
Last Modified:	11 Sep 2025 07:02
URI:	http://eprints.umg.ac.id/id/eprint/14086

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