Pegadaian's Digitalisation Strategy: Attracting Gen Z Through Tring Golden Run 2026

PT Pegadaian successfully held the Tring Golden Run sportainment event at Gelora Bung Karno (GBK) in Jakarta on Sunday (26/4/2026). In addition to serving as a platform for physical activity, the event, attended by around 8,000 runners, became a strategic instrument for the company in accelerating the digitalisation of gold investment for the wider public, particularly the younger generation. Carrying the theme ‘Turn Your Sweat into Gold’, this event not only challenged participants’ physical endurance in the 5K and 10K categories but also educated the public that gold investment is now highly accessible through digital platforms. The Chairman of PT Pegadaian, A.M. Putranto, stated that gold remains a flagship investment instrument that is relevant for the long term. ‘Let us ’EMAS-ify’ Indonesia by investing wisely,’ he said on that occasion. Digitalisation and Investment Inclusion The Director of Marketing, Sales, and Product Development at PT Pegadaian, Selfie Dewiyanti, explained that the Tring Golden Run is a philosophical symbol of consistency. Just like running, gold investment is a long-term process that requires perseverance. Through the Tring application, Pegadaian aims to shift customer behaviour from conventional services to digital platforms. Accessibility is the main key in this strategy; the public can now start gold investments with very affordable amounts, starting from Rp10,000. ‘The Tring application is very easy and very cheap. That means it can be applied and used by the entire public,’ Selfie revealed. Target Growth for Tring Application Users Pegadaian sees great potential in the Gen Z segment. Sportainment was chosen as a communication strategy to get closer to the dynamic young community. The company’s internal data shows that digital penetration among young customers has grown very significantly. This strategy demonstrates that the digital transformation carried out by Pegadaian is beginning to bear fruit. With a target of 70% of customers switching to Tring by the end of 2026, the company is optimistic about expanding its market reach inclusively to all corners of Indonesia. Participant Experience and Expansion Plans In addition to the investment aspect, this event also provided added value for participants in the form of gold savings and complete refreshment facilities that support runners’ health. Muhammad Masruh (30), one of the 10K category participants, rated the facilities provided, from water stations to additional nutritional intake, as very helpful for runners’ performance. Seeing the high enthusiasm in Jakarta, Pegadaian through Tring plans to bring similar events to other major cities in Indonesia. This step is expected to strengthen Tring’s position as the top-of-mind digital gold investment application, while sustainably increasing financial literacy among the Indonesian public.