Analisis Pengalaman Pengguna (User Experience) dalam Penggunaan Aplikasi Tring! sebagai Layanan Digital PT. Pegadaian Cabang Sudiang

Abstract

The development of digital services in the financial services sector has encouraged PT Pegadaian to introduce the Tring application as a platform that integrates various Pegadaian services digitally. However, the availability of various features within a single application does not necessarily provide the same user experience for every customer. This study aims to analyze the User Experience of using the Tring application as a digital service at PT Pegadaian Sudiang Branch based on the seven aspects of the UX Honeycomb, namely useful, usable, desirable, findable, accessible, credible, and valuable. This study employed a descriptive qualitative approach involving 30 customers of PT Pegadaian Sudiang Branch as informants selected through purposive sampling. Data were collected through interviews and observations and analyzed using the Miles, Huberman, and Saldaña model through the stages of data condensation, data display, and conclusion drawing and verification. The results showed that the Tring application generally provides a positive user experience. The useful, credible, and valuable aspects were identified as the application's main strengths, as they provide convenience in accessing services, improve time efficiency, and foster a sense of security and trust among users. However, several issues were still identified in the usable, findable, and desirable aspects, particularly among new and elderly users, including relatively complex menu navigation, the use of less simple terminology, and an interface perceived as somewhat cluttered. Meanwhile, the accessible aspect showed that the application generally functions well under normal conditions, although its performance may still be affected by internet connection quality and system updates. Overall, the Tring application has supported the transformation of Pegadaian services toward digital services; however, improvements in ease of use, navigation, user interface design, and accessibility are still needed to create a more inclusive and optimal user experience.