Innovating Digital Banking to Enhance Service Quality at Bank
Sinarmas Pengayoman Makassar Branch
Mika Kristian Eka Putra
1
, Risma Niswaty
1
, Novayanti Sophia Rukmana
2
and Nawir Rahman
2
1
Universitas Negeri Makassar, Indonesia
2
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
Copyright © 2025 by Paper published under CC license (CC BY-NC-ND 4.0)
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,
register, open accounts, banking transactions, and
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
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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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