This research aimed at discussing the gold saving marketing strategy at Pegadaian Syariah Mlati based on SWOT analysis. The type of the research was a field research with descriptive qualitative research approach. The data were collected through observation, interview, and documentation. The data validity test was conducted based on certain criteria namely credibility, transferability, dependability, and confirmability. The total score measured on table IFAS, EFAS and SFAS indicated the figures of 3,20, 3,71, and 3,96 that indicated that the management had been responding to internal and external strategy factors that were important to Pegadaian Syariah Mlati in a quite good way. This was proven with the fact that the measured total score was above 3 that meant it was on average. Meanwhile, the duration column on the whole key strategic factors on table SFAS were in the middle duration that meant it had been handled for 1-3 years. This was because Gold Saving had only been established in 2016 or it has only been there for 2 years. The biggest obstacle faced by Pegadaian Syariah Mlati was the limited number of Human Resources since there were only 3 main employees without specific marketing so that the gold saving product marketing was not maximal. The research result indicated that Pegadaian Syariah Mlati used a mixed marketing strategy. Based on the result of SWOT matrix, the SO strategies obtained were: to improve the product, to maintain the quality, to improve the service, and to prioritize the customers’ satisfaction. The ST strategies were: to use fetching the ball strategy and to provide gifts for the customers. The WO strategies were: to increase the number of employees, to provide trainings/seminars to improve the employees’ competence and to boost the marketing through social medias. The WT strategies were: to provide education to the targeted community and cooperate officially with gold stores in the market.