The Strategies of Pawnshop Institution Service Improvement Based on Analysis of Community Perceptions and Needs: A Case Study in Karawang Regency, Indonesia

The socio-economic significance of pawnshops has long been recognized, however, the full scope of their services has yet to be utilized by all communities in various localities. This void in service provision is being exploited by loan sharks and illegal banks to market their products. The current study aims to develop a strategy to improve pawnshop services based on the perceptions and needs of the Karawang Regency community. The analysis will employ descriptive analysis drawn from primary data collected through interviews and questionnaires. The study focuses on PT. Pegadaian, utilizing Probability Sampling in the form of Area and Simple Random Sampling. The findings indicate that the most critical and essential strategy for PT. Pegadaian is to improve its service and marketing efforts, with a particular emphasis on implementing an active marketing system through direct community outreach. This strategy could involve collaborating with universities and the Education Office of West Java Province to engage students in an internship program, as well as partnering with online expedition service companies and the Community and Village Empowerment Office of Karawang Regency, and local village governments to empower BUM Desa.