📅 31 May 2025
DOI: 10.58192/ebismen.v4i1.3459
Analisis Keunggulan Produk Pegadaian Dalam Persaingan UPC Dengan Menggunakan Teknik Competitive Profile Matrix (CPM) Di UPC Karang Lewas dan UPC Alun-Alun Purwokerto
Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Universitas Maritim AMNI
📄 Abstract
This study aims to analyze the superiority of Pegadaian products in competition between Branch Service Units (UPC) using the Competitive Profile Matrix (CPM) technique at UPC Karanglewas and UPC Alun-Alun Purwokerto. The approach used is descriptive qualitative through case studies, with data collection through in-depth interviews, observation, and documentation. CPM analysis is carried out by identifying key success factors such as service quality, product variety, price, promotion, ease of access, company reputation, and digital product innovation. The results of the study show that UPC Karanglewas has a stronger competitive position with a CPM score of 3.65 compared to UPC Alun-Alun Purwokerto which obtained a score of 3.25. The main advantages of UPC Karanglewas lie in a more complete product variety, ease of access, and digital innovation, while UPC Alun-Alun Purwokerto excels in promotion. This study recommends that each UPC strengthen product differentiation, increase digital service innovation, and optimize promotional strategies to strengthen competitiveness in the national pawn.
🔖 Keywords
#Pawnshop; Competitive Profile Matrix; product excellence; competition; UPC Karanglewas; UPC Alun-Alun Purwokerto
ℹ️ Informasi Publikasi
Tanggal Publikasi
31 May 2025
Volume / Nomor / Tahun
Volume 4, Nomor 1, Tahun 2025
📝 HOW TO CITE
Saputri, Andina Velisha; Khasanah, Anisa Cahyawiru; Raihan, Ziddan Ni’am; Shafrani, Yoiz Shofwa, "Analisis Keunggulan Produk Pegadaian Dalam Persaingan UPC Dengan Menggunakan Teknik Competitive Profile Matrix (CPM) Di UPC Karang Lewas dan UPC Alun-Alun Purwokerto," Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), vol. 4, no. 1, May. 2025.
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