ABSTRACT
PT. Pegadaian sees the need to innovate to get a new market segment: millennial customers. PT. Pegadaian transforms digital technology by launching new products based on digital finance and changing the company’s image. This research aims to analyze the marketing innovation strategies of PT. Pegadaian concerning the transformation of its digital technology. The data were taken from surveys, interviews, and secondary data online. The method used is SWOT analysis. The results show the strength of the company’s long 118-year experience, implying high trust from customers, most of whom are aged over 45. The opportunities of this company are changes in behavior towards gold and pawning, emergence of new opportunities and innovative business models to serve customers, increasing uses of digital business, and changes in regulations. The threats are weaknesses in technology adaptation of the customers, other private mortgage companies, advancement of banking as competitors, and the presence of financial technology.
