Since I only see the Default configuration in your data card you likely have the setting "Display>Options>Hide the @ configuration" checked. In the Solidworks file you are showing the "Custom" properties which are equivalent to the @ configuration. When showing the file card attributes you did not show enough to tell if the "Updates all configurations" is checked. All that being said it is likely you are setting the @ (custom) property in Solidworks but looking at the configuration specific "Default" property in the PDM data card.
As mentioned by Steven, Custom Properties go into the "@" tab. (which is set to be hidden in your picture) and you are actually viewing the "Default" configuration tab of your data card.
For this exact reason, you should avoid using Custom Properties from inside SolidWorks and only use Data Cards. You will face a lot of confusion and incorrect metadata with blank fields all over if you keep using both.