Pegadaian Encourages Gen Z to Invest in Digital Gold Rather Than Buying Coffee
Jakarta, VIVA – PT Pegadaian is increasingly aggressive in targeting the young generation market. This red-plate subsidiary is organising various community-based activities to attract Generation Z (Gen Z) to start investing in digital gold with small amounts.
Director of Marketing, Sales, and Product Development at Pegadaian, Selfi Dewiyanti, stated that the company’s digital gold investment app, Tring!, has received a positive response. Selfi revealed that the number of users has reached 6 million customers in less than a year since its first launch in October 2025.
Meanwhile, the total number of Pegadaian customers currently exceeds 20 million. From this figure, Selfi is targeting around 70% of Pegadaian customers to also become Tring! users.
“We want 70% of our customers to become Tring! customers. So if the question is how many, the target is 70% of the total customers,” said Selfi when met at the Tring! Golden Run event in Jakarta on Sunday, 26 April 2026.
Furthermore, Selfi revealed the acquisition strategy through a community-based approach. The company is making the Gen Z segment the main focus, considering that this group already dominates nearly half of the total customers.
“Gen Z kids will be our target. Because 50% of our customers are Gen Z customers and we will expand that,” Selfi emphasised.
Various activities are being held to reach more young people to become TRING users, from music events to sports like this TRING Golden Run. Through this approach, Pegadaian wants to present investment as part of a lifestyle that is more relevant to the younger generation.
Selfi added that Tring! offers ease of capital, which is the main attraction. Pegadaian’s digital gold savings product allows people to start investing with small amounts, even from Rp10,000.
“This savings starting from Rp10,000 is very suitable for providing literacy to young people to start investing now,” she said.
According to Selfi, this scheme can serve as an entry point for young people to start building investment habits from an early age. She also encouraged the younger generation to start diverting some of their consumptive spending to more productive instruments.