OPTIMIZING BSI MOBILE BANKING SERVICE THROUGH A THREE-DIMENSIONAL ANALYSIS: SOCIAL MEDIA, EXTERNAL AND INTERNAL

• Main Author: Wahyudi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87207
• Institution: Institut Teknologi Bandung

The rise of mobile banking in Indonesia highlights the growing importance of platforms like BSI Mobile in meeting customer expectations, especially in a rapidly evolving digital banking landscape. This study explores user perceptions of BSI Mobile services by analyzing big data from X (formerly Twitter) to gain real-time insights into public opinion. Sentiment data was processed using the CRISP-DM framework and classified through the Naive Bayes method for category and sentiment analysis, which was then mapped onto the Importance-Performance Matrix (IPM). External analysis, utilizing PESTEL and Porter’s Five Forces, revealed challenges such as increased competition from major players like BCA Mobile, Livin’ by Mandiri, and BRImo, who offer more comprehensive and continuously evolving digital banking services. These findings emphasize the urgent need for BSI to address service gaps in functionality, speed, reliability, and security to stay competitive in a fast-paced digital economy. Additionally, an internal resource evaluation using the VRIO framework highlighted the transition to BYOND as a key strategic step to enhance BSI's technical and operational capabilities. The study’s conclusions highlight the importance of adopting a differentiation strategy to ensure BSI’s competitiveness in the digital banking sector. By offering unique, value-driven sharia-compliant financial products and services, such as personalized tools, Islamic investments, and integrated fintech offerings, BYOND can establish a strong market position. This approach will not only cater to the increasing demand for sharia-compliant services but also meet the growing expectations of younger consumers like Gen Z and Millennials. To fully leverage this differentiation strategy, BSI must also improve its speed, reliability, security, and UI/UX, ensuring that its digital banking services are both fast and secure while offering a seamless user experience. Strengthening marketing efforts, including both online and offline campaigns, is essential for promoting these features and attracting new customers. Furthermore, enhanced analytics capabilities will enable BSI to respond more effectively to market feedback, ensuring that its services remain agile and aligned with user needs.