AKTIVITAS KOMUNIKASI PEMASARAN TERPADU MELALUI APLIKASI PEGADAIAN DIGITAL DALAM MENINGKATKAN TRANSAKSI NASABAH (Studi pada PT Pegadaian Persero Jakarta)

The development of digital technology encourages financial services companies to adopt application-based service innovations. PT Pegadaian Persero responded to this transformation by launching the Pegadaian Digital Application (PDS) as a service and marketing communication media. This study aims to determine how marketing communication activities through digital applications can increase customer transactions. The research method used is a descriptive qualitative approach, with data collection through interviews, observations, and documentation at PT Pegadaian Central Jakarta. The results of the study show that the marketing communication strategy is implemented through the marketing mix (4P): product (Gold Savings), price (discounts and promo codes), place (social media and outdoor media), and promotion (event sponsorship, social media, and public figure partnerships). In addition, marketing communication activities are also carried out through sales promotions, advertising, public relations, direct marketing, and personal selling. This strategy has proven effective in increasing customer interest, as reflected in the increase in Pegadaian Digital transactions increased by 134.96% from the previous transaction. In conclusion, digital applications are a new strategic media in building efficient and attractive marketing communications for modern consumers.