Persepsi Nasabah terhadap Penggunaan Aplikasi Tring di PT. Pegadaian Kantor UPC Mapanget

Hendytho Yosua Samuel Lamonge; Robby Tanod Mamusung; Jeaneta Josefin Rumerung

doi:10.61132/nuansa.v4i3.2841

Authors

Hendytho Yosua Samuel Lamonge Politeknik Negeri Manado
Robby Tanod Mamusung Politeknik Negeri Manado
Jeaneta Josefin Rumerung Politeknik Negeri Manado

DOI:

https://doi.org/10.61132/nuansa.v4i3.2841

Keywords:

Customer Perception, Ease of Use, TRING Application, Trust, Pegadaian, Usefulness

Abstract

Rapid advancements in information technology have driven digital transformation within the financial sector, including non-bank financial institutions like PT Pegadaian. To enhance accessibility and service quality, PT Pegadaian developed the TRING application as a digital service platform. This study aims to describe and analyze customer perceptions regarding the use of the TRING application at PT Pegadaian’s Mapanget Branch Service Unit (UPC), focusing on the dimensions of perceived ease of use, perceived usefulness, and trust. A qualitative, descriptive research approach was employed. Data collection involved in-depth interviews with five active TRING users, direct observation at the Mapanget UPC office, and a review of relevant documentation. Data analysis followed the interactive model proposed by Miles, Huberman, and Saldana, while data validity was assessed using the criteria of credibility, transferability, dependability, and confirmability through triangulation techniques. The findings indicate that the TRING application’s ease of use is perceived positively by tech-savvy customers of productive age; however, older customers or those with low digital literacy find it challenging due to feelings of awkwardness and a fear of making mistakes. Regarding usefulness, all customers consider the app highly beneficial for saving time, offering practicality, and providing flexible access to basic services without the need to queue at the office. Customer trust is high, driven by Pegadaian’s official reputation, although caution is still exercised during large transactions. Key drivers of adoption include the desire for practicality and proactive assistance from office staff, while primary barriers include the digital literacy gap, a lack of visual guidance materials, and unstable internet connectivity. It is recommended that PT Pegadaian strengthen visual educational materials in service areas and maintain direct digital assistance programs for customers who are less digitally proficient.

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