The discussion focused on a joint research plan for developing Pegadaian's North Sumatra and Aceh business areas. Representing PT Pegadaian, Andy Fauzi, Head of Business Support Department, and Shastri Yulani, Head of Corporate Social and Environmental Responsibility (TJSL), stated that the company seeks to collaborate with USU in exploring customer characteristics—over 1.1 million people in the region—particularly focusing on the investment behavior of younger generations like Gen Z.
"We want to partner with USU to conduct in-depth research on Gen Z's investment characteristics," said Andy Fauzi, highlighting the importance of USU's input on appropriate research methods to ensure accurate data for Pegadaian's future business strategies.
USU welcomed the proposal, with Prof. Arida confirming the university's readiness to provide full support in designing and implementing the research. PT Pegadaian will await a research proposal from FEB USU as the first step. The project is planned to run for 3–4 months and is targeted for completion in November 2025. To formalize the collaboration, both parties will prepare and sign a Memorandum of Understanding (MoU) before proceeding to the technical stages.
Additionally, PT Pegadaian offered scholarships for USU students. Agung Pratama, representing Ditmawa, explained that the scholarship selection system depends on the agreement with partners and may be based on academic achievement, financial need, or students' talents and interests.
Through this partnership, USU and PT Pegadaian aim to create a productive synergy for business area development and community empowerment in North Sumatra and Aceh through applied and sustainable research-based approaches