Innovating Digital Banking to Enhance Service Quality at Bank

Sinarmas Pengayoman Makassar Branch

Mika Kristian Eka Putra

, Risma Niswaty

, Novayanti Sophia Rukmana

and Nawir Rahman

Universitas Negeri Makassar, Indonesia

Universitas Patompo, Indonesia

Keywords: Digital Bangking, Quality, Service.

Abstract: This study aims to analyze and examine digital banking innovation in improving the quality of services and

transactions at Bank Sinarmas, Pengayoman Makassar Branch. The research method used is qualitative

research. This study uses five indicators, namely excellence, suitability, complexity, possibility and

convenience. Data collection techniques used include observation, interviews, documentation. Meanwhile,

the data analysis techniques used are data reduction, data presentation and drawing conclusions. The results

of the study indicate that digital banking innovation in improving the quality of services at PT Bank Sinarmas

TBK, Pengayoman Makassar Branch based on Rogers' theory indicators, namely 1) excellence, namely in the

digital services of Bank Sinarmas by providing transactions with easy-to-use features and free transfer

services to interbanks without being charged; 2) suitability, namely continuous updates are carried out by

considering the advantages of previous innovations; 3) complexity, namely the complexity when innovation

lies in adapting to new features that are displayed so that customers need to adapt again in order to be able to

use digital banking optimally; 4) possibility, namely located in innovations that have been tested from

previous innovations, where Bank Sinarmas received the predicate as excellence mobile banking; 5)

Convenience, which lies in the various conveniences provided by Bank Sinarmas, such as free inter-bank

transfers, opening accounts using mobile banking, cash withdrawals without an ATM card and 24-hour digital

services.

1 INTRODUCTION

Banking is an existing financial institution that has an

important role for the sustainability of the Indonesian

economy. Economic development is directed to

develop the economic life of the people which is

based on a balanced market economic mechanism

with the principle of healthy competition and

attention to economic growth, the values of justice

continue to be applied so that equal opportunities are

guaranteed in trying and working (Mellor, 2006; Nur

et al., 2019). In this case, everyone has the same

opportunity in the business sector. Business

development is increasing and complex, causing

competition to arise (Magistretti et al., 2023; Paul et

al., 2023). The increasing intensity of competition

demands competition in the business world. The basic

goal of business is no longer profit, but the creation

and addition of value for customers. Adding value

means creating satisfied customers, decent employees

and big profits. After all, customers are the main goal

of a company, besides that another task of the

company itself is to find the right strategy in its

company management.

Along with the shift in life towards digital, various

activities are now shifting to follow the development

of digitalization. The development of information

technology has led to an evolution that leads to

Digital Banking Services. Technological innovations

that make life easier are now entering the financial

world. The development of Fintech (financial

technology) has innovated from banking activities

that initially seemed complicated by carrying out

various transaction activities having to come to the

branch office. However, with the presence of Digital

Banking, it has become a solution to banking matters

that are quite time-consuming, because now

everything is easy and can be done anywhere and

anytime (Peraturan Otoritas Jasa Keuangan No.

12/POJK/03/2018 Tanggal 8 Agustus 2018 Tentang

Penyelenggaran Layanan Perbankan Digital Oleh

Bank Umum, 2018; Riyanto et al., 2019). In digital

Putra, M. K. E., Niswaty, R., Rukmana, N. S. and Rahman, N.

Innovating Digital Banking to Enhance Service Quality at Bank Sinarmas Pengayoman Makassar Branch.

DOI: 10.5220/0013410800004654

In Proceedings of the 4th International Conference on Humanities Education, Law, and Social Science (ICHELS 2024), pages 221-228

ISBN: 978-989-758-752-8

221

banking, there are already various features that can be

used in banking transactions such as transfers,

checking balances, and even making payments, such

as online shopping payments (e-commerce). This

service aims to improve the efficiency of operational

activities and the quality of bank services to its

customers. For this reason, banks need to develop

business strategies that lead to digital banking

services.

Digital banking services are banking services or

activities using electronic or digital means owned by

the bank. Digital banking is part of a broader context

of moving to online banking, where banking services

are delivered via the internet (Shanti et al., 2022;

Susanti, 2019). The shift from traditional to digital

banking has been gradual, ongoing and based on

varying levels of digitization of banking services.

Digital Banking is a process where customers gain a

consistent experience across all channels and

interactions in accessing financial industry data that

emphasizes Analytics and Automation of processes

that require changes in products and services. Digital

Banking is also called digital banking services,

defined as banking services or activities through bank

offices using electronic/digital facilities owned by the

bank through digital media carried out independently

by customers that allow prospective customers and

customers to obtain information, communicate,

close accounts, including obtaining other transactions

outside of banking products, including financial

advisory (financial advice and opinions), investment,

e-commerce transactions and other needs.

Developing a business strategy that leads to digital

banking services requires adequate infrastructure

(Handayani & Anisa, 2023; Yunistira & Fudholi,

2020). Among them are risk management,

information technology adjustments, business

models, business processes, internal control, and

human resources, to support the convenience,

security and reliability of digital banking services in

providing information, communication, registration

and so on.

Currently, competition in the banking world,

especially competition in providing service facilities,

is getting tighter, as evidenced by several banks

issuing service innovations that are in accordance

with the needs of the community, such as I-Banking,

ATM (Automatic Teller Machine), EDC (Electronic

Data Capture), Electronic money and so on (Adela,

2020; Jesslyn et al., 2023). This makes every bank

compete to continue to improve the quality of service

in order to fulfill the desires and satisfaction of

customers and maintain the trust of customers to the

bank so that customers will be loyal to the bank.

Improving the quality of service must be taken into

account by the company, service must start from

customer needs which over time customers also

follow the latest technological trends and

sophistication (Digitalization). Digitalization is a new

breakthrough and new service that relies on digital

technology as a medium for banking services for

customers (Carbó-Valverde et al., 2020; Forcadell et

al., 2020). This is done so that accessing services

becomes easier and more effective with digital

banking, on the other hand also to improve the quality

of banking services so that the quality of banking

services improves.

Various efforts have been made by banks to

increase public access to financial services, one of

which is by developing digital banking. And through

these efforts, it is hoped that geographical and

demographic constraints in Indonesia can be

overcome. Meanwhile, according to the General

Chairperson of Perbanas, one of the causes of the low

level of inclusive finance in Indonesia is the low reach

of information technology and minimal infrastructure

in remote areas of Indonesia. To create this, a

financial industry is needed that can be in direct

contact with the community with the support of a

digital payment system so that it can expand financial

access in Indonesia. In this case, referring to the

Financial Services Authority Regulation No. 12 /

POJK.03 / 2018 concerning the Provision of Digital

Banking Services by Commercial Banks, it is stated

that the provision of digital banking services can have

an impact on increasing risks, especially operational

risks, strategic risks, and reputation risks, so it is

necessary to increase the implementation of risk

management in the use of information technology

effectively by banks.

In today's digital era, the banking world is also

aggressively improving digital services, one of which

is Bank Sinarmas. The innovation of PT. Bank

Sinarmas Tbk. (Bank Sinarmas) as a digital bank that

focuses on digital development has paid off, with the

awarding of 6th place in the Top 10 Chatbot

Performance and 2nd place in the Top 5 Conventional

Bank Live Chat Performance organized by Marketing

Research Indonesia (MRI) and Infobank. This

ranking was obtained due to Bank Sinarmas'

commitment to becoming a Payment & Transaction

Bank with the most complete and integrated

distribution network. Bank Sinarmas' achievement is

proof of the hard work and focus of the entire Bank

Sinarmas team who continue to transform in

optimizing the use of technological innovation in

order to always provide the best service and change

ICHELS 2024 - The International Conference on Humanities Education, Law, and Social Science

222

customer transactions to be easier and friendlier. By

focusing on digital technology, Bank Sinarmas will

continue to transform in implementing and utilizing

digital banking technology so that it can have a

greater impact on the lives of more Indonesian people

in need.

Several features, such as mobile banking with

another name, SimobiPlus, and also internet banking,

can make it easier for Bank Sinarmas customers to

transact comfortably without having to queue for a

long time like other banking services in general. Like

some time ago, Bank Sinarmas committed to Go

Digital, where opening an account 100% can be done

online. Adapting to banking needs, especially during

the pandemic, Bank Sinarmas is increasingly

realizing its commitment to becoming a Digital Bank

for the convenience of banking transactions for its

customers. Bank Sinarmas launched a digital account

opening service through the Simas Digi platform

which can be accessed via Bank Sinarmas mobile

banking, SimobiPlus. Through this platform,

prospective customers can open an account with just

a selfie and digital signature. Prospective customers

do not need to come to the office to meet face to face

and fill out various forms like before.

Since the launch of the simobi plus application,

there have been some complaints experienced by

customers such as disruptions to the network/provider

system, which resulted in failure when making

transactions by customers. Some time ago, Bank

Sinarmas customers filed a complaint to the bank

because they could not make transactions through the

Mobile Banking application or internet banking. The

failures experienced by customers were in the form of

not being able to make interbank transfers, and not

being able to make payments for plane tickets

electricity and purchasing credit through these

services. In addition, some customers consider the

features in the application to be still difficult to use

compared to other banking applications, such as BCA

and Mandiri. This is the reason why researchers want

to conduct research at Bank Sinarmas Pengayoman

Makassar Branch Office related to digital banking

innovation in improving services at PT Bank

Sinarmas Makassar Branch Office. Based on the

results of the researcher's observations, some

customers were still found to have not fully utilized

digital banking in their transactions. Some of them

consider the use of digital banking to be more

complicated and also some customers believe that

making transactions directly by visiting the Bank will

be much safer than using digital services provided by

PT Bank Sinarmas. Researchers also want to know

what obstacles cause digital banking to not yet be

implemented in services and transactions.

2 METHOD

This study uses a qualitative research method with the

aim of the study to analyze how digital banking

innovation improves service quality at PT Bank

Sinarmas Pengayoman Makassar Branch Office. The

type of qualitative research according to (Garna, 2000;

Sugiyono, 2022; Suprianto, 2024) is a form of

research that provides an overview of various types

of data collected from the field objectively and can

also produce descriptive data in the form of written or

spoken words from the party being observed.

The data sources in this study are sources where

research data is found, both from interviews,

observations, and documentation. Meanwhile, he

selection of informants in this study emphasized those

who could explain the rationale behind strategic

decisions related to innovation, such as technology

selection or resource allocation; have an overall

picture of the innovation project, including goals,

budget, and timeline; can provide valuable feedback

on ease of use, most useful features, and areas for

improvement; and provide insight into how the

innovation is accepted and used in everyday practice,

namely 1) Front Liner Supervisor of PT Bank

Sinarmas Makassar Branch Office; 2) Costumer

Service of PT Bank Sinarmas Makassar Branch

Office; and 3) Customers of PT Bank Sinarmas

Makassar Branch Office. The data collection

techniques used are observation, interviews and

documentation (Creswell & Clark, 2017; Sugiyono,

2022). To determine the validity of the data in this

study, testing was carried out, namely a credibility

test including triangulation, member checks, and the

use of reference materials (Baxter & Jack, 2008;

Bogdan & Taylor, 1990). Meanwhile, the data

analysis techniques used are data reduction, data

presentation and drawing conclusions, (Huberman &

Miles, 2002).

3 RESULT AND DISCUSSION

Digital banking innovation in improving service

quality at PT Bank Sinarmas Pengayoman Makassar

Branch Office is the company's response to

improving service quality from time to time. This

innovation is carried out to make it easier for

Innovating Digital Banking to Enhance Service Quality at Bank Sinarmas Pengayoman Makassar Branch

223

customers to make transactions either directly or

using online transactions.

Digital innovation encompasses a range of

important concepts and technologies such as big data

analysis, internet, artificial intelligence, peer to peer

technologies, social networks, near field

communication, crowdfunding and others.

Innovation using digital technology requires several

simultaneous adjustments to resources, employees,

culture, decision-making, communication and reward

systems (Zhen et al., 2021). Digital Innovation

Model (DIM) from Zhen et al. (2021). This model

consists of 4 variables, namely Digital Organizational

Culture (DOC), Digital Capabilities (DC),

Organizational Readiness (OR), and Digital

Innovation (DI)..

To find out in depth about the innovation in

improving service quality at PT Bank Sinarmas

Pengayoman Makassar Branch Office, data

processing and presentation are carried out in

accordance with the theory put forward by Rogers

(2015) which consists of a) Relative Advantage, b)

Suitability, c) Complexity, d) Possibility, e)

Convenience which can be described as follows:

3.1 Relative Advantage

Relative advantage is the superiority of an

innovation compared to existing ones. Relative

advantage is used to understand the value of novelty

contained in an innovation so that it can be a

benchmark for the benefits provided (Japutra et al.,

2022; Utomo et al., 2022). One of the relative

advantages of an innovation is having an update from

an innovation that already exists and an update is

made that can complement the shortcomings of the

previous one. The Supervisor of PT Bank Sinarmas,

Pengayoman Makassar Branch Office, revealed that

Bank Sinarmas' digital banking has advantages

compared to several other banks, one of which is the

transfer feature using the simobi plus application

where at Bank Sinarmas to make a transfer to another

bank is free of charge, where Bank Sinarmas still

provides subsidies for its customers, while at other

banks a fee of Rp2500 is charged as a bi fast service.

In addition, there is a cardless cash withdrawal feature

like other banks, which helps customers to make

withdrawals without using an ATM card. This will

greatly help customers who will make transactions.

In addition, a statement from the Teller Supervisor

of PT Bank Sinarmas, Pengayoman Makassar Branch

Office, revealed that Bank Sinarmas' digital banking

continues to be updated every time following the

development of today's technological era. Bank

Sinarmas' digital banking has also received an award

as Excellence in Mobile Banking at the Annual Retail

Banker Asi Trailblazer event held in Singapore. We

always see that in the future all types of transactions

will shift to digitalization so that we always make

updates so that we can continue to compete with

competitors in this case various other banking

institutions. And it is hoped that in the future, Bank

Sinarmas' digital services will become inclusive

services where all can be reached even though

customers are in remote areas.

Rogers (2015) stated that an innovation should

have advantages and more value compared to

previous innovations. Digital banking innovation in

improving services at Bank Sinarmas continues to

develop all the time. Currently, customers are

facilitated by the use of mobile banking where every

time they make a transfer transaction to another bank,

Bank Sinarmas still provides a subsidy where there is

no transfer fee with an online network (Real-time

transfer).

PT Bank Sinarmas shows that they continue to

innovate following the development of the times and

the needs of their customers, trying to ensure that

every service provided can help customers in making

transactions anywhere and anytime. Another relative

advantage of digital banking innovation in improving

the quality of service at PT Bank Sinarmas

Pengayoman Makassar Branch Office is by

continuing to socialize customers to utilize digital

banking in making transactions. According to the

Supervisor of PT Bank Sinarmas Pengayoman

Makassar Branch Office, Bank Sinarmas continues to

socialize its customers to always utilize digital

banking as a means to make transactions using Bank

Sinarmas social media. There are various guides in

using Bank Sinarmas digital banking, both mobile

banking, namely Simobi Plus, and Bank Sinarmas

internet banking. The statement was clarified by the

similarity made by the customer service of Bank

Sinarmas, Pengayoman Makassar Branch Office,

which stated that Bank Sinarmas continues to

socialize customers, such as when customers come to

Bank Sinarmas to make transactions, we as bank

officers will always remind customers to use their

digital banking such as mobile banking Simobi Plus

in making transactions such as transfers, paying

household bills and so on. That way, we hope that

customers will increase the use of digital banking for

their daily transactions.

Based on several statements above, it is concluded

that Bank Sinarmas as a banking service provider

strives to continuously innovate in digital banking

services to its customers by conducting socialization

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both using social media and directly to customers

who come to make transactions. In addition, Bank

Sinarmas continues to improve the quality of digital

banking provided to customers, this can be seen from

the awards achieved at an event held in Singapore

several years ago.

3.2 Compliance

Suitability is an innovation process that is consistent

with previously applied values based on past

experiences and current needs. The level of suitability

between innovation, conditions and expectations can

be reviewed from the factors of needs, values, and

ideas that have been introduced previously. Rogers'

theory in the level of suitability shows that in an

application of innovation it should be in accordance

with the conditions and expectations of society. The

level of suitability with needs is something that must

be met by someone. A need will continue to develop

and increase along with the times. Thus the presence

of innovation can be an answer to the development of

community needs.

Digital banking innovation in improving the

quality of service at PT Bank Sinarmas Pengayoman

Makassar Branch Office aims to facilitate every

customer in conducting their banking transactions.

However, adaptation from customers to previous

innovations that already exist is needed so that they

can definitely know what the advantages of the

innovation are and take advantage of the digital

banking that has been offered. According to Bank

Sinarmas customers, Bank Sinarmas always updates

and renews digital banking, especially the mobile

banking that I use. Every year 3-5 updates are carried

out which make us as customers have to be able to

adapt quickly to the changes that occur in mobile

banking. Sometimes we think that the previous

mobile banking conditions were much better but it

also cannot be ignored if there are better updates in

the latest innovations.

The statement above shows that in every

innovation, re-adaptation is needed by those in this

case, Sinarmas bank customers who use digital

banking to be able to quickly understand the various

new features that have been developed compared to

before. The statement above is also supported by

other Sinarmas bank customers, the following is what

is conveyed that the updates and innovations carried

out by Sinarmas bank are fairly fast following the

needs of its customers, for example on the previous

platform there were no PDAM payment transactions

in my area of Gowa, but with the current updates and

renewals it can be done. So there is an increase in

innovation from before, but we as users are required

to adapt quickly to the various updates made. This

statement is also supported by the Supervisor of PT

Bank Sinarmas, Pengayoman Makassar Branch

Office, who said that Sinarmas Bank will continue to

strive to update the digital banking platform it has, but

on the other hand, Sinarmas Bank also maintains

things that were good before and improves what is

still not optimal in the previous digital banking

platform. As previously stated, Bank Sinarmas is still

providing subsidies to customers to make transfers to

other banks at a free cost, where other banks charge a

fee of IDR 2,500, while Bank Sinarmas is still

subsidized until the end of this year.

Based on several statements above, it is concluded

that Bank Sinarmas continues to consistently make

improvements and innovations based on the needs of

the community or especially Bank Sinarmas

customers themselves. Bank Sinarmas also maintains

several previously good features such as transfers to

interbanks that are free of charge which are still

applied to the new application features so that

customers remain comfortable in making transactions

using digital banking features and platforms that have

been updated and renewed

3.3 Complexity

Complexity is the level of difficulty of an innovation

to understand and use. Innovation has a level of

complexity that can be higher than previous

innovations. However, an innovation usually offers a

newer and better way so that the existing level of

complexity is not an important problem. Digital

banking innovation in improving the quality of

service at PT Bank Sinarmas Pengayoman Makassar

Branch Office is basically not as complicated as

explained, it only requires re-adaptation to be able to

understand what new features are offered. This was

conveyed by the Supervisor of PT Bank Sinarmas

Pengayoman Makassar Branch Office, revealing that

basically there was no significant complexity felt

from the previous innovation to the new innovation

offered, it's just that it really goes back to each

customer's personality whether they can quickly

adapt to the new innovation offered or indeed need

some time to be able to really understand what is new

and needs to be re-adapted. Like the example that

happened in the previous update where there were

customers who complained because they did not find

a way to make cash withdrawals without an ATM

card on the new features offered. This is perhaps what

needs our attention from Bank Sinarmas to provide

socialization regarding this renewal.

Innovating Digital Banking to Enhance Service Quality at Bank Sinarmas Pengayoman Makassar Branch

225

The statement above is also supported by the

submission made by the Teller Supervisor of PT Bank

Sinarmas, Pengayoman Makassar Branch Office,

who revealed that in general the obstacles or

complexities faced by the digital banking updates and

innovations carried out by Bank Sinarmas are not too

complicated, it's just that some customers want the

updates not to change completely from before, both

in terms of appearance and the features offered so that

even though there are updates, they do not completely

change the appearance or features displayed. In

addition, network problems are also usually a

complication in themselves, such as when customers

make transfers and at the same time the network is

disconnected, it has an impact on failed transactions

such as balances being deducted while funds do not

reach their destination.

From the statement above, it can be concluded

that the complexity faced based on the impact of

innovation and change generally does not have

significant complexity only around the problem of

adaptation to innovation and renewal and network

problems. Most customers who use digital banking at

Bank Sinarmas said that the innovation and renewal

are basically not as complicated as imagined, they

believe that the renewal and innovation are

improvements from previous innovations where the

new features offered are expected to be more helpful

to customers in services and transactions.

3.4 Possibilities

Innovation can be accepted by the community if it has

been tested and proven to have advantages or added

value when compared to the previous one (Hanaysha

et al., 2022; Zhang et al., 2023). Innovative products

must go through a product testing phase first,

meaning that everyone has the opportunity to test the

quality of the innovation. Digital banking innovation

in improving the quality of service at PT Bank

Sinarmas Pengayoman Makassar Branch Office has

had a public testing phase on what are the advantages

or added value when compared to the previous one.

As conveyed by the Supervisor of PT Bank Sinarmas

Pengayoman Makassar Branch Office, Bank

Sinarmas digital banking innovation has transformed

from year to year, starting from previously with a

very simple appearance and still having many

shortcomings in features and developing until now

where the features offered are very complete and

complete in meeting customer needs.

The above statement is also supported by the

statement made by the Teller Supervisor of PT Bank

Sinarmas, Pengayoman Makassar Branch Office,

who revealed that around 2016, Bank Sinarmas'

digital banking was still very simple and incomplete,

there was no free transfer feature, no feature for

paying household expenses, no cash withdrawal

feature without an ATM, there were still frequent

problems such as the application not running.

Compared to now, which has been very well tested

where digital banking is very easy to use, has very

complete features such as opening an account using

mobile banking, opening shares with mobile banking,

being able to find out about various products offered

by Bank Sinarmas, opening a credit card through

mobile banking and many more. We also experienced

benefits in terms of profit where in 2020 until now

there has been a significant increase of around 600

billion.

From the statement above, it can be seen that Bank

Sinarmas always transforms every time in improving

digital banking in order to meet customer needs, in

addition, renewal and innovation also provide

benefits to customers as conveyed by other Bank

Sinarmas customers, that Bank Sinarmas digital

banking has been proven better than the previous few

years, such as now I almost use Bank Sinarmas

mobile banking in transactions, for example when

shopping only using QR so we no longer need to hold

cash, everything can be done using mobile banking.

In addition, I also take advantage of Bank Sinarmas

internet banking where previously customers had to

go to the bank to print bank statements, now

everything can be done using internet banking.

Based on several statements above, it can be

concluded that Bank Sinarmas continues to strive to

provide profitable innovations not only for Bank

Sinarmas itself but for each of its customers. Issuing

digital banking products that have been tested

compared to before so that customers continue to be

assisted in services and transactions. In addition,

Bank Sinarmas continues to strive to utilize digital

banking so that customers continue to use the

application to transact such as utilizing QR in making

payment transactions and utilizing the application in

terms of banking transactions such as opening an

account.

3.5 Convenience

Convenience is the degree of innovation observed by

others. This concept shows that the level of adoption

of innovative products will be high if people feel the

ease of reviewing the benefits offered. Innovation can

be observed in terms of performance and better

results. Digital banking innovation in improving the

quality of service at PT Bank Sinarmas Pengayoman

ICHELS 2024 - The International Conference on Humanities Education, Law, and Social Science

226

Makassar Branch Office has continued to be

implemented and updated by Bank Sinarmas. This

innovation and renewal have a very positive impact

on customers in terms of helping to facilitate flexible

transactions. According to Bank Sinarmas customers,

Bank Sinarmas' Digital Banking innovation is very

helpful and makes it easier for me to make

transactions. Many things can be done using Bank

Sinarmas digital banking. For example, when we are

not holding cash, we can use the QR feature to make

payments. In addition, we can also be helped in

paying bills such as electricity bills, PDAM, Internet,

and many other things. When making e-commerce

transactions, we can take advantage of payments with

free fees and are not charged to us as customers. In

addition, we are also assisted when we want to top up

e-money such as Gopay, Tokopedia and other e-

commerce applications.

The statement above is also reinforced by the

statement delivered by another customer of Bank

Sinarmas who stated that while using Bank Sinarmas

digital banking, many things helped me in making

transactions, such as when I wanted to open an

account where I was faced with a busy schedule that

could not come to Bank Sinarmas to make a

transaction, I could use Bank Sinarmas mobile

banking to open an account. In addition, when

making payments and transfers, I could also use

transfers without fees. Therefore, I think that with

digital banking, customers will be facilitated and

every banking transaction can be done at any time.

Based on this statement, it is known that Bank

Sinarmas digital banking is very helpful for

customers in services and transactions so that

customers no longer need to queue when they want to

make transactions because everything can be done

using Bank Sinarmas digital banking.

In addition, the Supervisor of PT Bank Sinarmas

Pengayoman Makassar Branch Office revealed that

Bank Sinarmas continues to contribute in terms of

providing the best service to customers by continuing

to innovate existing digital banking products. In

today's era where we are faced with the digital era, we

are required to continue to compete and develop the

digital products we have. Competition with

competitors continues to occur so that we must

continue to strive to improve our services to

customers so that these customers are loyal and stay.

Based on several statements above, it can be

concluded that customers are very helped and get

convenience in using digital banking bank sinarmas.

They become flexible in terms of banking

transactions, and with the existence of digital banking

bank sinarmas customers can also feel the positive

impact because all their needs can be met in a fast

way.

Ease is the degree of an innovation that is

observed by others. This concept shows that the

adoption rate of innovative products will be high if

the public feels that it is easy to review the benefits

offered. Here are some digital technologies that have

been adopted by Sinar Mas' business pillars, namely:

Drone Technology Forest Monitoring & Inventory;

use of artificial intelligence or Artificial Intelligence

(AI), quantum computing, and Internet of Things

(IoT) support; Financial Services; and MyRepublic as

a provider of fiber to the home (FTTH) internet

connection services.

4 CONCLUSION

Based on the research results obtained related to

digital banking innovation in improving service

quality at PT Bank Sinarmas, it can be concluded that

digital banking innovation in improving service

quality at PT Bank Sinarmas has 1) Advantages, in

digital services of Bank Sinarmas by providing

transactions with easy-to-use features and free

transfer services to interbanks without being charged.

2) Suitability, Continuous updates are carried out by

considering the advantages of previous innovations.

3) Complexity, the complexity of this innovation lies

in customer adaptation to the new features displayed

so that customers need to make adjustments again in

order to use digital banking optimally. 4) Possibility,

namely in innovations that have been tested from

previous innovations, where Bank Sinarmas received

the title of excellence mobile banking in an award

held in Singapore. 5) Convenience, namely in various

conveniences provided by Bank Sinarmas such as

free transfers between banks, opening accounts using

mobile banking, cash withdrawals without ATM

cards and 24-hour digital services.

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