Jakarta (ANTARA) – The Gade Coffee and Gold, part of PT Pegadaian’s initiative to reach out to the younger generation through a unique concept of combining cafes and gold investment education, continues to expand its reach.
The Gade Coffee and Gold has just opened its 43rd new outlet at the office of the Coordinating Ministry for Maritime Affairs and Investment (Kemenko Marves), Central Jakarta, Thursday.
Director of Network Operations and Sales at PT Pegadaian, Eka Febriansyah, at the inauguration of the cafe on Thursday, said that this cafe not only offers coffee, but also educates the public about the importance of investing in gold.
“The Gade Cafe is a place for people to invest in gold, from saving, buying, to pawning gold,” he added.
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In the Coffee and Gold concept, customers can not only enjoy coffee, but can also take advantage of PT Pegadaian’s financial services.
According to Eka, this program has succeeded in attracting the interest of young people who now make up the majority of PT Pegadaian service users, with 65 percent of customers under the age of 43 years.
“In the past, PT Pegadaian’s customers were predominantly aged 45 years and over, but now it is the younger generation who dominate,” he explained.
Through this cafe, PT Pegadaian is trying to change the views of the younger generation who may still be hesitant or awkward about visiting the PT Pegadaian office.
Eka revealed that Galeri 24, a subsidiary of PT Pegadaian which operates in the gold buying and selling sector, was also present at The Gade Coffee and Gold. Customers can buy, pay in installments, or even order gold bars and jewelry.
PT Pegadaian guarantees the quality and authenticity of the gold produced by Galeri 24 itself, and offers various services related to physical and digital gold investment.
According to Eka, the trend of buying gold among millennials is mostly done digitally, with PT Pegadaian’s gold savings service which allows gold purchases starting from small nominal amounts, such as IDR 10 thousand to IDR 20 thousand.
“Let’s just say that after drinking coffee, you can immediately save the change in gold,” said Eka.
PT Pegadaian’s customer growth also increased significantly, with an increase in the number of customers of 12.5 percent to 13 percent, while outstanding loans or loans grew by 26 percent. “Our profits even grew 35 percent this year,” he concluded.
With a concept that combines coffee and financial education, The Gade Coffee and Gold has succeeded in attracting the attention of the younger generation, while educating them about the importance of investing in gold easily and affordably.
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Reporter: Ida Nurcahyani
Editor: Zita Meirina
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