| dc.description.abstract | Background: Digital transformation has brought significant changes in public services, especially in the financial services sector. PT. Pegadaian (Persero) responded to this challenge by implementing the Pegadaian Digital Service (PDS) application to improve administrative efficiency and service quality, especially in the Sunggal Market Branch Service Unit (UPC). However, this transformation process is not free from various obstacles, both internal and external.
Objective: This study aims to examine how the PDS application contributes to improving administrative efficiency and customer service at PT. Pegadaian (Persero) UPC Pasar Sunggal. Additionally, it identifies various challenges encountered during the application’s implementation and formulates strategies to overcome these obstacles to optimize the implementation process.
Method: The research employs a descriptive qualitative approach, collecting data through observation, in-depth interviews, and document studies. Data were obtained from various parties directly involved in using the PDS application. Data analysis was conducted systematically through stages of reduction, presentation, and conclusion drawing.
Results: The results of the study indicate that the PDS application has an important role in accelerating the service process, simplifying administration, increasing data accuracy, and expanding access to information. Efficiency is reflected in reduced employee workload, shorter service times, and minimal recording errors. However, obstacles are still encountered, such as unpreparedness of senior employees, low customer digital literacy, system disruptions, and limited devices. Efforts made to overcome these obstacles include employee training, customer education, infrastructure improvements, and the provision of digital help centers. | en_US |
