Strategi Pemasaran Aplikasi Pegadaian Digital Service (PDS) daan Penerapan Sistem Pelayanan di PT Pegadaian Cabang Ciparay Unit Maruyung

Abstract

This community service program was conducted at PT Pegadaian Ciparay Branch, Maruyung Unit, with the primary objective of strengthening marketing strategies and improving service quality through the introduction and utilization of the Pegadaian Digital Service (PDS) application. The background of this activity arises from the growing demands of digital transformation in financial services, where efficiency, accessibility, and innovation have become essential factors in maintaining competitiveness and meeting customer expectations. Many customers still lack adequate knowledge about the advantages and practical use of the PDS application, which hinders optimal service delivery and limits the potential for broader market reach. The method applied in this program included mentoring sessions, structured socialization activities, and interactive discussions with both employees and service users. The mentoring approach provided technical guidance regarding the features and benefits of the PDS application, while the socialization activities aimed to raise awareness about the importance of adapting to digital-based financial services. Through these processes, participants were encouraged not only to use the application but also to actively promote it as a reliable and secure platform for transactions. The results of this community service show a significant increase in participants’ knowledge and skills in operating the PDS application. Employees gained better insights into digital marketing strategies that emphasize customer engagement through online platforms, while service users demonstrated greater confidence in utilizing PDS as a practical solution for their financial transactions. Additionally, this program fostered innovative ideas for improving customer relations and strengthening Pegadaian’s role as a trusted financial institution in the digital era. In conclusion, this community service activity has successfully contributed to supporting PT Pegadaian’s digital transformation agenda by bridging the gap between technology and user adaptation. It not only enhanced service efficiency but also provided a foundation for more effective and sustainable digital marketing strategies in the future.