This study aims to determine the marketing strategy on Haji Arrum product at PT. Pegadaian Syariah Seketeng, Sumbawa Besar. This is a descriptive study conducted to determine the value of the independent variable. The data used in this study is qualitative in the form of the informants' descriptions related to the study object. The data obtained directly from the data source through interviews. There were 13 informants in this study such as the manager, employee, sales promotion of PT. Pegadaian Syariah Seketeng, and 10 customers of Haji Arrum. The data analysis method carried out using the SWOT analysis technique. The results showed that the internal condition is the strength of UPS Pasar Seketeng which is that the Pegadaian Syariah is the only one outlet in Sumbawa Besar, but the lack of knowledge of employees regarding the Hajj Arrum products is weakness. Thus, they have difficulties in marketing. Meanwhile, the external condition such as the Sumbawa regency which is a majority of Muslim supports the Haji Arrum marketing. But, there are unfortunate situations such as the emergence of competitors which sell a similar product. An alternative strategy is maximizing the marketing strategies and also expanding the market share by opening branches/ outlets around Sumbawa and other areas to increase promotion and to reach customers easier.

This study aims to know the role of tourism awareness group (Pokdarwis) of Sempe Village in developing Ai Beling tourism potential, describe the supporting and inhibiting factors for Pokdarwis in realizing Ai Beling as a tourist destination and describe the impact of Pokdarwis in developing Ai Beling's potential as a tourist destination. This study used a qualitative approach with type of case study. Data collection was done through interview. The study subjects were the headman, the Pokdarwis chair, Pokdarwis members, community leaders, and the community. To test validity of data, the researcher used source triangulation technique. The data analysis used was qualitative analysis which consisted of data reduction steps, data display, and conclusion drawing. The results of study showed that Pokdarwis of Sempe Village played a role in introducing, preserving, and utilizing tourism potential, managing tourism, increasing the knowledge and skills of members and the community and establishing cooperation with other organizations. The supporting factors for Pokdarwis Desa Sempe, namely: government support, abundant natural resources, and preserved local wisdom. Meanwhile, the inhibiting factors were the lack of community participation and the lack of awareness and actualization of society towards charm. The impact that felt by communities of Sempe village toward the existence of Pokdarwis that with good management, the number of tourist visits were increased so that it can served jobs opportunities for communities so that could increase communities’ welfare.