Branch Marketing and Financial Literacy Strategies to Increase Digital Gold Savings Adoption: A Qualitative Study of PT Pegadaian (Gegerkalong & Ledeng Branches, Bandung)

Abstract

This study investigates the branch-level marketing and financial literacy strategies implemented by PT Pegadaian, particularly at the Gegerkalong and Ledeng branches in Bandung, to enhance customer adoption of the Digital Gold Savings product. Using a qualitative descriptive approach, data were collected through in-depth interviews, direct observation, and documentation involving marketing staff and branch managers responsible for product promotion. The data were analysed through reduction, display, and triangulation, using a thematic analysis framework to ensure the validity and credibility of the findings. The results reveal that ease of access, transactional flexibility, and Pegadaian’s image as a state-owned enterprise are the main drivers encouraging adoption, while limited investment literacy and persistent perceptions of Pegadaian as a conventional pawnshop act as barriers. The study highlights that combining personalised financial education with digital marketing initiatives effectively increases customer interest and trust in gold savings products. It recommends continuous financial literacy programmes, improvement of digital service features, and youth-oriented marketing strategies to support sustainable financial inclusion. The research contributes to the growing literature on branch-level financial inclusion strategies by offering empirical evidence of how microfinance institutions integrate personal and digital approaches to promote innovative financial products.