Efektivitas Aplikasi Pegadaian Digital (PDS) Dalam Mewujudkan Pelayanan Prima Di PT Pegadaian UPC Medan Thamrin

Abstract

The advancement of technology in today’s era has driven institutions to undergo rapid and effective changes in serving their customers. One such institution is PT Pegadaian, specifically at the UPC Medan Thamrin branch. An innovation introduced by this institution is the Pegadaian Digital Service (PDS) application. This research aims to explore and assess the effectiveness of the Pegadaian Digital Service application in realizing excellent service at PT Pegadaian UPC Medan Thamrin. The research method used is descriptive qualitative, which describes the conditions during the research process. The data analysis techniques applied include data reduction, data presentation, and drawing conclusions. The results of the study indicate that the Pegadaian Digital Service application has not been fully effective in achieving excellent service, particularly in one of the six dimensions of service quality—namely, the efficiency dimension, which has not been optimized. Although the application has not yet met the expected standard of excellent service, the service quality delivered by the staff at UPC Medan Thamrin is still considered good by the customers.