Abstract
The development of information technology has driven digital transformation in the financing industry. PT. Adira Dinamika Multi Finance introduced the Adiraku application as a digital platform that enables customers to independently carry out most stages of the financing process, from credit application to installment payment, with transaction data automatically integrated into the internal Ad1clar system. However, not all customers optimally use Adiraku, resulting in a combination of digital and conventional methods. This study aims to describe the implementation of Adiraku in the customer financing process, the benefits experienced by active users, the obstacles faced by users and non-users, and strategies to optimize its utilization. This descriptive qualitative study involved 17 informants, consisting of active Adiraku users, Collection Division employees, and non-users at PT. Adira Dinamika Multi Finance Manado Branch. Data were collected through in-depth interviews, observation, and documentation and analyzed using the interactive model of Miles, Huberman, and Saldana. The results show that Adiraku accelerates the initial credit application process, while feasibility surveys and credit analysis remain manual. Active users benefit from time efficiency and payment convenience, whereas non-users mainly face concerns about personal data security and limited outreach. The study recommends strengthening security, increasing local-language outreach, and simplifying the application interface.