Analisis Strategi Diversifikasi Porduk di Pegadaian Purwokerto Mengunakan Metode General Electric

Alfarisi ; Akmal Aziz ; Shafrani ; Yoiz Shofwa ; Putri ; Dewi Ayu Maharani ; Dewi ; Nurul Fazriyanti Aulia
Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 📅 2025 Vol 4, No 1 🔗 DOI: 10.58192/ebismen.v4i1.3472
Abstract
This study aims to analyze the product diversification strategy implemented by Pegadaian Purwokerto Branch and its impact on the company's financial stability. A qualitative descriptive approach was applied using a case study method through structured interviews, direct observations, and internal document analysis. The research also integrates the General Electric (GE) Matrix to map the business strength and market attractiveness of each diversified product. The findings reveal that Pegadaian’s diversified products—such as gold savings, vehicle financing, and Hajj/Umrah financing—have significantly contributed to expanding market reach and increasing revenue. This success is supported by comprehensive feasibility studies, structured risk management systems, and the operational role of branch-level human resources. Nevertheless, challenges remain, particularly in service digitalization and HR readiness. This research contributes both theoretically and practically to product development strategies in financial services, especially for state-owned enterprises seeking sustainable business growth through data-driven diversification.
Keywords
Product diversification; Pegadaian; GE Matrix; risk management; feasibility study; financial stability
How to Cite

Alfarisi, et al. (2025). Analisis Strategi Diversifikasi Porduk di Pegadaian Purwokerto Mengunakan Metode General Electric. Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), 4(1). https://doi.org/10.58192/ebismen.v4i1.3472

Alfarisi, Akmal Aziz; Shafrani, Yoiz Shofwa; Putri, Dewi Ayu Maharani; Dewi, Nurul Fazriyanti Aulia, "Analisis Strategi Diversifikasi Porduk di Pegadaian Purwokerto Mengunakan Metode General Electric," Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), vol. 4, no. 1, 2025.

Alfarisi, Akmal Aziz; Shafrani, Yoiz Shofwa; Putri, Dewi Ayu Maharani; Dewi, Nurul Fazriyanti Aulia. "Analisis Strategi Diversifikasi Porduk di Pegadaian Purwokerto Mengunakan Metode General Electric." Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), vol. 4, no. 1, 2025.

Alfarisi, Akmal Aziz; Shafrani, Yoiz Shofwa; Putri, Dewi Ayu Maharani; Dewi, Nurul Fazriyanti Aulia. "Analisis Strategi Diversifikasi Porduk di Pegadaian Purwokerto Mengunakan Metode General Electric." Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 4, no. 1 (2025).

Alfarisi, et al. (2025) 'Analisis Strategi Diversifikasi Porduk di Pegadaian Purwokerto Mengunakan Metode General Electric', Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), 4(1). doi: 10.58192/ebismen.v4i1.3472.

Alfarisi, Akmal Aziz; Shafrani, Yoiz Shofwa; Putri, Dewi Ayu Maharani; Dewi, Nurul Fazriyanti Aulia. Analisis Strategi Diversifikasi Porduk di Pegadaian Purwokerto Mengunakan Metode General Electric. Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN). 2025;4(1).

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