Pegadaian commits to serving customers through 'Tenang Aja' campaign
Jakarta (ANTARA) - PT Pegadaian is strengthening its commitment to providing safe and comfortable services to customers through a campaign titled ‘Tenang Aja’ (Rest Assured).
Launched in conjunction with National Customer Day 2026, the campaign invites the public to meet their financial needs through various available products and services.
Pegadaian Deputy President Director Budi Wahju Soesilo stated that customers have long been the most important part of the company’s business operations.
“For us, every trust from our customers serves as an essential foundation for Pegadaian. This is because our customers want to grow and innovate,” Soesilo said during a press conference for the launch of the ‘Tenang Aja’ campaign in Jakarta on Friday.
He noted that customer trust provides the foundation for the company to continue providing the best service, including presenting increasingly innovative products and services that meet societal needs.
As of June 2026, Pegadaian’s business performance showed a positive trend, both in terms of financing distribution and gold investment.
Pegadaian recorded a net profit of Rp6.59 trillion in June 2026, an 84.4 per cent growth compared to Rp3.58 trillion during the same period the previous year.
This performance growth is also reflected in Pegadaian’s total assets, which reached Rp186.33 trillion, an increase of 53.9 per cent compared to June 2025’s Rp121.1 trillion.
Asset growth was supported by gross outstanding loans (OSL) reaching Rp155.1 trillion, up 52.7 per cent compared to the same period last year at Rp101.5 trillion.
Amidst this growth, Pegadaian’s financing quality has remained stable. The non-performing loan (NPL) ratio decreased from 0.81 per cent on 30 June 2025 to 0.71 per cent on 30 June 2026.
Pegadaian’s Director of Marketing, Sales, and Product Development, Selfie Dewiyanti, stated that the number of customers using Pegadaian’s digital application, Tring!, reached 6.5 million customers within the last year.
Currently, Pegadaian’s total customer base has reached 36 million, with approximately 27 million of them being active transactors.
“Our target is to convert the active customers I mentioned—those over 27 million—so that 70 per cent of them become Tring! users,” said Selfie.
To achieve this target, Pegadaian is preparing several strategies, one of which is through a customer relationship management (CRM) programme to strengthen existing customer segmentation.
Through this programme, the company encourages customers to experience the various benefits of the innovative programmes offered by Pegadaian.
Additionally, Selfie noted that the Tring! application is continuously being updated with features that are safer, more comfortable, and more relevant to the needs of the public, particularly Gen Z.
According to her, Tring! now provides various financial services within a single application, ranging from affordable digital gold savings and gold instalments to pawning services.