STRATEGI PERUSAHAAN DALAM MEMANFAATKAN FITUR APLIKASI DIGITAL GUNA MENGHADAPI PERSAINGAN PEMASARAN PRODUK TABUNGAN EMAS PADA PT. PEGADAIAN AREA SURABAYA 1

Abstract

In the midst of the changing business paradigm driven by the digital revolution, financial companies increasingly face challenges in maintaining and expanding their market share. This research aims to investigate the strategies employed by PT. Pegadaian  Area Surabaya 1 in leveraging the features available in its digital application to address competition in marketing its Gold Savings products. A qualitative approach is utilized in this research. Data is gathered through in-depth interviews with marketing managers, internal documentation analysis, and discussions with users of the Pegadaian  Digital application. Thematic analysis is conducted to identify patterns and themes emerging from the collected data. The findings reveal that PT. Pegadaian  Area Surabaya 1 has adopted various features within its digital application, such as account management features, transaction notification, and product promotions. This research also uncovers users' perceptions of these features and their impact on their decisions in using the Gold Savings product. The results of the research show that PT. Pegadaiab has various feature in its digitas application and ready to face exixting competition. And the priority strategy in this research is how PT. Pegadaian Area Surabaya 1 creates a loyalty program for customers to remain loyal and participate in developing the marketing of this Tabungan Emas Digital to the wider community. This research is expected to make a significant contribution to stakeholders at PT. Pegadaian Area Surabaya 1.