Curbing Consumerism: Pegadaian Encourages Young Generation to Consider Gold Savings
PT Pegadaian (Persero) is targeting young people to become customers, specifically focusing on gold savings, which is currently trending among the Indonesian population.
Corporate Communications of PT Pegadaian, Riana Rifani, stated in Surabaya on Monday (29/6) that young people have historically tended towards consumptive behaviour, such as purchasing new items like mobile phones. Pegadaian is now providing a significant opportunity for them to save gold. “We must ensure they do not use their funds for consumptive purposes, but rather maintain a forward-looking vision for their future,” she said.
Riana noted that gold continues to prove itself as a safe-haven investment instrument and an excellent hedging tool, suitable not only for older generations but also for the youth. According to Pegadaian data as of 31 May 2026, active customers from Gen Y (Millennials) reached 2,791,933, Gen X reached 1,465,518, while Gen Z reached 1,435,757.
From this data, Riana emphasised that many members of the younger generation are gradually realising the importance of gold savings to support their future. “The data above shows that Gen Z is beginning to realise the importance of saving gold,” she remarked.
Riana admitted that many Gen Z individuals still err in setting financial goals, such as prioritising the purchase of the latest gadgets over saving. However, Gen Z is gradually becoming more open to investment, particularly through digital gold savings. She continued that gold offers advantages because it is highly liquid and can function as an emergency fund.
At Pegadaian, gold savings can not only be sold back (buyback) but can also be pawned online via the application or directly at branch offices. Addressing the fluctuations in gold prices, Riana explained that the value of gold continues to experience significant growth. Over a 10-year period, the value of gold can grow up to fivefold.
Currently, prices have reached approximately Rp2.7 million per gram and are predicted to potentially hit the Rp3 million mark. “For users of the Pegadaian application, the percentage of returns from these gold savings can be monitored directly. This makes it easier for customers,” she said.
Pegadaian provides various facilities for customers with limited funds, such as gold instalments. Riana explained that this concept requires a down payment starting from 10%, with the remaining balance paid in fixed (flat) instalments until fully settled.
“The gold price is determined at the start of the transaction. Even if there is an increase in the BI Rate, a weakening Rupiah, or changes in global gold prices during the instalment period, the customer’s instalment amount will not increase,” said Riana.
Various strategies implemented by Pegadaian are now expanding rapidly. Transactions via the Tring application rose from Rp22.8 billion in May 2026 to Rp25.9 billion in June 2026. Specifically, Pegadaian Digital gold savings reached approximately 20 tonnes, with a valuation of over Rp52 trillion.
PT Pegadaian achieved a positive performance in 2025, recording a net profit of Rp8.34 trillion.
Kadek Eva Suputra, Head of the Bullion Business Division at PT Pegadaian, emphasised that the company is currently boosting the utilisation of idle gold—gold owned by the public that is not being used productively.