Analysis of Tring Application Usage in Improving Customer Service Efficiency at Pegadaian

This research aims to analyse the use and utilisation of the TRING application as a digital innovation in enhancing the quality of customer service at Pegadaian, as well as to identify the ease and challenges faced in its use. This study employs a qualitative approach with a descriptive type. Data is obtained through interviews, observations, and documentation, with data sources comprising primary data from employees and customers, as well as secondary data from relevant documents and literature. The data analysis technique uses an interactive model that includes data reduction, data presentation, and conclusion drawing. The research findings indicate that the use of the TRING application can improve the quality of customer service through ease of access, transaction speed, and efficiency in time and operations. This application also helps to reduce queues at the office and enhance customer satisfaction. However, in its implementation, there are still several challenges, such as low digital literacy, limited internet connectivity, system disruptions, and concerns regarding data security. Therefore, there is a need for increased education for customers, development of a more stable system, and strengthening of application security so that the utilisation of TRING can be more optimal in supporting effective, efficient, and responsive service in the digital era.