PROPOSED DIGITAL BANKING SERVICE FOR THE READINESS OF FACING MSME DIGITAL ERA IN PT. BANK BTPN TBK

• Main Author: Puspitaningtyas, Sonya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53685
• Institution: Institut Teknologi Bandung

PT Bank BTPN Tbk (BTPN) is a private bank in Indonesia due to a merger between PT Bank Tabungan Pensiunan Nasional Tbk and PT Bank Sumitomo Mitsui Banking Corporation Indonesia (SMBCI). BTPN focuses on serving various mass-market segments: pensioners, underprivileged communities, consuming-class, corporations, and micro, small and medium enterprises (MSMEs). The banking services began to expand widely since the implementation of digital transformation in 2016. Starting with the launch of a digital banking product called Jenius, BTPN has focused on serving its customers by prioritising digital services. Given the declining economic conditions, BTPN remains optimistic about the MSME industry’s enormous potential in Indonesia. As a contributor to the country’s Gross Domestic Product (GDP) of 60.34% in 2018 and allowing it to continue to experience growth, MSMEs have the potential to become an industry that continues to expand, of course, supported by the role and support of various related parties. During the last five years, there has been an inclining in the non- performing loan ration of MSME, especially in the micro-industry, due to a lack of direct support for entrepreneurs to digitise businesses. Based on these conditions, appropriate solutions are needed to overcome them so that BTPN MSME can survive and be sustainable. This final project is using a design thinking methodology to solve the problem. Design thinking is a mindset method that focuses on empathising with human-centred issues. Based on the data analysis and achieving the solution using the design thinking methodology, it can be concluded that the recommended solutions can be carried out using the resources possessed by BTPN MSME. By optimising the Daya Development Program’s empowerment program and developing a new digital banking service called “Pasar Digital Selendang Mayang” in the form of benefits and access to digital markets for the customers is the best possible solution BTPN MSME could provide. The implementation of the recommendations submitted proving BTPN’s endless support for the MSME industry in Indonesia.