Marketing Mixed Strategy and Its Relationship in Islamic Pawning Products Selection at Ar-Rahnu YaPEIM

This study aims to examine the effectiveness of the marketing mixed strategies to clients in the selection of Ar-Rahnu YAPEIM Islamic pawning products. Elements of mixed marketing such as product, price, place and promotion are the key ingredients that form the basis for a business of production or service. This study involved a total of 768 samples of the Ar-Rahnu YAPEIM customers at the branches in Kuala Lumpur. This study employed the survey method using questionnaires to determine the relationship between Islamic pawning product selection and the effectiveness of the marketing mixed strategy implemented by YAPEIM. This research also examined the factors of Islamic pawning products acceptance in terms of demographic data such as gender, age, race, education level, employment status and income. Data were analyzed using descriptive and inferential statistical analysis using the Statistical Package for Social Sciences (SPSS) software version 19.0. The study found that only gender factor does not have significant difference in influencing customers to choose Islamic pawning while other demographic factors such as age, religion, race, education level, employment status and income were found to have significant differences in the influence to choose. The findings also revealed that all the elements of the mixed marketing used have a positive and significant relationship with the customer selection of Islamic pawning in Ar-Rahnu YAPEIM. This clearly shows that the mixed marketing strategy that has been carried out by Ar-Rahnu YAPEIM is very effective in influencing the selection of their customers.