INOVASI LAYANAN PLATFORM PLUS BY BTN PRIORITAS DI PT BANK TABUNGAN NEGARA (PERSERO) Tbk. KANTOR CABANG SURABAYA

Fitriyah Islamiyah, Eva Hany Fanida

Abstract


Abstraksi

Layanan perbankan diharuskan untuk terus mengembangkan dan mentransformasikan dari perubahan kebutuhan nasabah, pengetahuan nasabah dan inovasi yang kompetitif sebagai hasil dari globalisasi, liberalisasi dan faktor teknologi. Organisasi tidak bisa menghindari faktor-faktor tersebut jika ingin menjadikan perusahaannya pada level yang optimal, kompetitor juga akan selalu aktif melakukan perubahan oleh karena itu perusahaan harus mengubah strateginya dan itulah alasan industri perbankan harus selalu berinovasi secara efektif dan efisien. Tujuan dalam penelitian ini untuk mendeskripsikan penerapan Inovasi Layanan Platfom Plus by BTN Prioritas di PT Bank Tabungan Negara (Persero) Tbk. Kantor Cabang Surabaya. Jenis penelitian yang digunakan adalah deskriptif dengan pendekatan kualitatif. Instrumen penelitian yang digunakan adalah wawancara. Dengan menggunakan fokus penelitian Rokhman (2011) mengenai karakterisktik inovasi e-government, yaitu meliputi Relative Advantage (Keuntungan Relatif), Image (Gambaran atau Citra), Compability (Tingkat Kesesuaian), Ease for Use (Kemudahan Penggunaan), Use Intension (Intensitas Penggunaan).Hasil penelitian menunjukkan bahwa Inovasi Layanan Platfom Plus by BTN Prioritas di PT Bank Tabungan Negara (Persero) Tbk. Kantor Cabang Surabaya sudah sangat baik, hal tersebut dapat dinilai dengan adanya inovasi layanan platform Plus by BTN Prioritas telah meningkatkan efektivitas dari kerja pegawai, memudahkan nasabah mengakses layanan secara online, memperkuat citra positif BTN Prioritas dengan benefit yang menyesuaikan gaya hidup nasabah serta menunjukkan intensitas penggunaan yang tinggi sejak diluncurkan. 

Abstract

Banking services are required to continuously develop and transform in response to changing customer needs, customer knowledge, and competitive innovations resulting from globalization, liberalization, and technological factors. Organizations cannot avoid these factors if they want to keep their business at an optimal level, especially since competitors are constantly making changes; therefore, companies must adjust their strategies. This is why the banking industry must always innovate effectively and efficiently. The purpose of this research is to describe the implementation of the Platform Plus service innovation by BTN Prioritas at PT Bank Tabungan Negara (Persero) Tbk, Surabaya Branch Office. The type of research used is descriptive with a qualitative approach, and the research instrument was interviews. The study applied Rokhman’s (2011) research focus on the characteristics of e-government innovation, which include Relative Advantage, Image, Compatibility, Ease of Use, and Use Intention. The results show that the Platform Plus service innovation by BTN Prioritas at PT Bank Tabungan Negara (Persero) Tbk, Surabaya Branch Office, has been very successful. This can be seen from how the Platform Plus service innovation has increased employee work effectiveness, made it easier for customers to access services online, strengthened the positive image of BTN Prioritas with benefits tailored to customers’ lifestyles, and demonstrated high usage intensity since its launch.


Full Text:

PDF

References


Achimba, O. J., Iweka, A. C., & Ijeoma, N. B. (2014). Innovative banking services and customer satisfaction in Nigeria: A case study of selected banks in Anambra State. Journal of Economics and Sustainable Development, 5(21), 1–12.

Balmer, J. M. T., & Gray, E. R. (2003). Corporate brands: What are they? What of them?. European Journal of Marketing, 37(7/8), 972–997.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.

Hinson, R., Mohammed, A. M., & Mensah, R. (2006). Determinants of bank selection: A study of university students in Ghana. Journal of Services Research, 6(Special Issue), 75–92.

Juliana, M., Wibowo, S. S., & Fahlevi, H. (2020). The effect of perceived ease of use and perceived usefulness on user satisfaction through intention to use e-wallet. International Journal of Cyber and IT Service Management, 1(2), 240–249.

Karsh, B., Behnam, M., & Tetteh, M. (2020). The evolution of FinTech: A review of trends, challenges, and research. Journal of Innovation and Technology, 3(1), 45–59.

Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Upper Saddle River, NJ: Prentice Hall.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Harlow: Pearson Education.

Kompasiana.com. (2024). Perkembangan teknologi keuangan dan dampaknya pada sektor perbankan. Diakses dari https://www.kompasiana.com

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.

McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321.

Nguyen, T. M. (2020). Factors affecting the intention to use digital banking in Vietnam. Journal of Asian Finance, Economics and Business, 7(2), 205–212.

Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York: Free Press.

Rokhman, A. (2011). The influence of perceived characteristics of e-government on e-government adoption in Indonesia. International Conference on Telecommunication Technology and Applications, 5, 89–92.

Soemirat, S., & Ardianto, E. (2004). Dasar-dasar public relations. Bandung: Remaja Rosdakarya.

Sugiyono. (2014). Metode penelitian kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.

Sugiyono. (2017). Metode penelitian kualitatif, kuantitatif, dan R&D. Bandung: Alfabeta.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). New York: McGraw-Hill Education.


Refbacks

  • There are currently no refbacks.