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Pegadaian (pegadaian.co.id) scores 69 out of 100 on Brand Analyzer, placing it in the Developing tier among Finance brands, E-commerce brands, in the 21st percentile of 14753 Finance brands.
Pegadaian is an Indonesian financial services company founded in 1901 and headquartered in Jakarta. It provides pawnbroking (gadai), gold savings (tabungan emas), and investment products aimed at Indonesian individuals and small businesses seeking quick financial solutions. Through its 'Sahabat Pegadaian' platform, the company also offers financial education content covering business, investment, and gold-related topics, positioning itself as a trusted and accessible financial institution for the general public.
| Brand Name | Pegadaian |
|---|---|
| Domain | pegadaian.co.id |
| Industry | Finance, E-commerce |
| Founded | 1901 |
| Headquarters | Jakarta |
| Main Competitors | Bank Rakyat Indonesia (BRI) (83/100), Bank Mandiri (75/100), Pos Indonesia (76/100), Tokopedia Emas (91/100), Pluang (73/100), Treasury, IndoGold, Antam Logam Mulia |
Moz Domain Authority 42/100 vs category average 39 / leader 97 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "Sebagai bagian dari Pegadaian, Sahabat Pegadaian memiliki visi untuk menyebarkan inspirasi bisnis bagi masyarakat. Website resmi Sahabat Pegadaian berisi beragam informasi menarik …" (Meta description: 28 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Breadcrumb/Website schema, og:title, og:description, og:image, canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Content is ID-only, limiting citation in English-language AI answers.
Detected tech stack: Cloudflare, Vue.
Social footprint: verified profiles on Instagram; no detected presence on X (Twitter), LinkedIn, Facebook, YouTube, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Pegadaian?", Claude could identify the brand as of October 2026. Pegadaian is an Indonesian state-owned pawnbroking company that provides secured loans against collateral like gold, jewelry, electronics, and vehicles, operating under government ownership for decades as the country's dominant pawnshop institution. It has since expanded into gol Best known for Being Indonesia's largest and oldest state-owned pawnshop network offering collateral-based loans.
When asked "Best brands similar to Pegadaian?", Claude would recommend Pegadaian as of October 2026. It is the dominant and most trusted pawnbroking brand in Indonesia, so it would naturally come up for anyone asking about pawnshops or collateral loan providers there.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Pegadaian's main competitors in Finance: Bank Rakyat Indonesia (BRI) (83/100), Bank Mandiri (75/100), Pos Indonesia (76/100), Tokopedia Emas (91/100), Pluang (73/100).
Sources: Brand Analyzer scan
Pegadaian offers pawnbroking (gadai) services, gold savings (tabungan emas), and various investment products. It also provides financial education resources related to business, investment, and gold through its Sahabat Pegadaian platform.
Sources: Pegadaian official site
Pegadaian has limited AI-search visibility, scoring 33/100 on Brand Analyzer's AI visibility composite (visibility 25, trust 37, recommendation 41). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Pegadaian official site
Pegadaian was founded in 1901. Pegadaian operates in the Finance category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Pegadaian is headquartered in Jakarta. Pegadaian operates in the Finance category.
Sources: Wikidata
Pegadaian scores 41/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest Finance options. Recommendation depends on crawlability, structured data, and category authority.
Sources: Pegadaian official site
Pegadaian is an Indonesian financial services company founded in 1901 and headquartered in Jakarta. It specializes in pawnbroking (gadai) services along with gold savings and investment products, serving as a long-established financial institution for the Indonesian public.
Sources: Pegadaian official site
Pegadaian provides pawnbroking services that allow people to obtain quick funds by pledging valuable items, along with gold savings (tabungan emas) and investment products. It also offers financial education content through its 'Sahabat Pegadaian' platform covering business, investment, and gold-related topics.
Sources: Pegadaian official site
Pegadaian can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Pegadaian official site
Pegadaian is known for being a long-standing Indonesian institution offering pawnbroking (gadai) services, allowing people to quickly obtain funds by pledging valuables. It is also recognized for its gold savings products and for providing financial education to the public.
Sources: Pegadaian official site
Pegadaian is used by Indonesian individuals who need fast financial solutions, such as pawning valuables for quick cash, as well as those interested in saving in gold or investing. It also serves small and medium business owners looking to grow their businesses with financial support and education.
Sources: Pegadaian official site
Pegadaian scores 33/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Pegadaian has a weak AI-visibility profile at 33/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (41/100) and its weakest is visibility (25/100). It benefits from a Wikidata knowledge-graph entry, a Moz Domain Authority of 42/100 and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data, thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Pegadaian from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Pegadaian: Pearl Insurance (69/100), Peace Hills Trust (69/100), The Pensions Ombudsman (69/100), PesoPay (69/100).
A step up - brands to learn from: ZT Corporate (71/100), ZEW - Leibniz-Zentrum für Europäische Wirtschaftsforschung (71/100).
Category leader: Stripe (97/100).
Brand Analyzer is built by DataEase AI. Track your brand in ChatGPT, Gemini and Perplexity.