Analysis of Sharia-Based Marketing Strategy and Risk Management at the Syekh Yusuf Pawn Consignment Business in Gowa Regency, South Sulawesi

This study aims to examine the marketing strategies and the application of Sharia-compliant risk management at the Syekh Yusuf Pawn Service (*Titip Gadai*) in Gowa Regency, as well as to describe the challenges encountered during implementation. A descriptive qualitative approach was employed, with informants selected via purposive sampling. Research respondents included the institution's leadership, operational managers, and customers utilizing the pawn services. Data were collected through direct interviews, field observations, and the review of official documents, while data analysis involved data reduction, information presentation, conclusion drawing, and verification of validity. The results reveal that the marketing strategy relies on the value proposition of Sharia principles, transparent fee structures, fast and friendly service, and local community outreach. Meanwhile, Sharia-based risk management is conducted by monitoring collateral value, assessing customers' repayment capacity, and ensuring all transaction activities comply with Islamic regulations. Conversely, obstacles were identified, including limited public awareness regarding the Sharia pawn system, competition with other financial institutions, and limited facilities and media for promoting the services.