<![CDATA[This study aims to explore the perceptions of customers toward the adoption of digital services at Sharia Pawnshop (Pegadaian Syariah) in Cirebon City. The massive digital transformation in the Islamic financial sector demands a deep understanding of how customers perceive their experience in using technology-based services integrated with sharia principles. This research employs a qualitative approach using phenomenological method to authentically explore the lived experiences of customers. Data were collected through in-depth interviews with 12 purposively selected informants, participatory observation, and document study. Data analysis followed the procedures of epoche, phenomenological reduction, and essential meaning construction. The results reveal four main themes: (1) ease of access and service efficiency as the primary attraction; (2) sharia compliance as a trust filter; (3) digital literacy challenges affecting adoption decisions; and (4) the influence of social norms and community trust in shaping perceptions. These findings contribute to the development of a contextual sharia-based digital service adoption model, and provide strategic recommendations for Pegadaian Syariah to enhance digital service penetration among urban religious communities.]]>
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