Proposed Strategy to Increase the Number of Digi Users from Customers of Pt Bank Pembangunan Daerah Jawa Barat Dan Banten, Tbk.

Abstract

PT Bank Pembangunan Daerah Jawa Barat dan Banten, Tbk (BJB) is one of the largest regional development banks in Indonesia. One of the banking services offered by BJB is DIGI. DIGI is a mobile banking service provided by BJB for customers to access banking services provided by BJB through cell phones. Based on BJB’s annual report for 2022, the number of DIGI users in 2022 reached 849 thousand users. Even so, this number is still far away when compared to the number of accounts from BJB’s third party funds which reached 5.2 million in 2022. If we compare the number of DIGI users with the number of accounts from third party funds, the number of DIGI users is only 14.97 percent of the number of accounts from BJB’s third party funds. The purpose of this research is to increase the number of BJB customers who use DIGI. In this paper the author uses a mix method by mixing qualitative methods in the form of interviews with 10 customers and the BJB digital banking team and quantitative methods by distributing questionnaires to 230 BJB customers via google form. Smart PLS 3 is used to process data and test hypotheses that have been built based on the results of interviews and questionnaires from customers. The methods and hypotheses built in this study are based on the Unified Theory of Acceptance and Use of Technology proposed by Viswanath Venkatesh in 2003. Based on the results of the study, it was found that Performance Expectations and Effort Expectations affect a person’s intention to use DIGI. This study also found that Facilitating Conditions and customer intentions affect the likelihood of customers to apply DIGI in reality. Based on these findings and some internal and external analysis of the company, the author provides several strategies that can help BJB to increase the number of customers using DIGI using SWOT and TOWS tools. The strategies offered in this paper are building QRIS-based financial services in the DIGI application, collaborating with various e-commerce platforms by providing special payment services, building DIGI account activation services via mobile phones, and providing education to customers regarding the services and benefits of using DIGI.