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

JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Vol. 9 No. 1, 2025 OPTIMIZING BSI MOBILE BANKING SERVICE THROUGH A THREE-DIMENSIONAL ANALYSIS : SOCIAL MEDIA, EXTERNAL AND INTERNAL Wahyudi1; Harimukti Wandebori2 School of Business & Management, Institut Teknologi Bandung, Indonesia1,2 Email : .id1; .id2 ABSTRACT The rise of mobile banking in Indonesia underscores the strategic role of platforms like BSI Mobile in meeting customer expectations. This study examines user perceptions of BSI Mobile services using big data from X (formerly Twitter) as a realtime source of public opinion. Sentiment data from X was analyzed using the CRISPDM framework, employing the Naive Bayes method for category and sentiment classification, which was then mapped onto the Importance-Performance Matrix (IPM). External analysis, using PESTEL, Porter's Five Forces, and competitor analysis, highlighting general, industry and competitor challenges. Internally, resource evaluations conducted through value chain analysis and the VRIO framework revealed that transitioning from BSI Mobile to the BYOND platform is a strategic step to strengthen technical and operational capabilities. The findings indicate an urgent need to enhance the app’s features and functionalities, followed by improvements in speed, reliability, security, and UI/UX. The study underscores the importance of strengthening both offline and online marketing strategies to promote BYOND’s features and functionalities, leveraging its Unique Selling Proposition (USP) as a sustained competitive advantage to drive digital adoption among both existing and new customers. Big data analytics helps identify improvements and track service performance. Keywords : BSI Mobile; Twitter; CRISP-DM Framework; VRIO Analysis; BYOND ABSTRAK Peningkatan penggunaan perbankan mobile di Indonesia menyoroti peran strategis platform seperti BSI Mobile dalam memenuhi ekspektasi pelanggan. Studi ini menganalisis persepsi pengguna terhadap layanan BSI Mobile dengan menggunakan big data dari X (sebelumnya Twitter) sebagai sumber opini publik secara real-time. Data sentimen dari X dianalisis menggunakan kerangka kerja CRISP-DM, dengan metode Naive Bayes untuk klasifikasi kategori dan sentimen, yang kemudian dipetakan ke dalam Importance-Performance Matrix (IPM). Analisis eksternal dilakukan dengan pendekatan PESTEL, Five Forces Porter, dan analisis pesaing untuk mengidentifikasi tantangan umum, industri, dan kompetitor. Analisis internal melalui evaluasi sumber daya menggunakan value chain analysis dan kerangka VRIO mengungkap bahwa transisi dari BSI Mobile ke platform BYOND adalah langkah strategis untuk memperkuat kapabilitas teknis dan operasional. Hasil studi menunjukkan perlunya peningkatan fitur dan fungsionalitas aplikasi secara mendesak, diikuti dengan peningkatan kecepatan, keandalan, keamanan, dan UI/UX. Studi ini juga menegaskan pentingnya memperkuat strategi pemasaran baik offline maupun online untuk mempromosikan fitur dan fungsionalitas BYOND, dengan memanfaatkan Unique Selling Proposition (USP) sebagai keunggulan kompetitif berkelanjutan untuk Submitted : 03/11/2024 |Accepted : 02/12/2024 |Published : 05/02/2025 P-ISSN; 2541-5255 E-ISSN: 2621-5306 | Page 1 JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Vol. 9 No. 1, 2025 mendorong adopsi digital di kalangan pelanggan lama maupun baru. Analisis big data membantu mengidentifikasi area perbaikan dan melacak kinerja layanan. Kata Kunci : BSI Mobile; Twitter; Kerangka CRISP-DM; Analisis VRIO; BYOND INTRODUCTION Digital transformation in Indonesia's banking sector has improved financial access and operational efficiency, driven by fintech innovations, mobile banking, and the use of big data and AI. While this process offers significant opportunities, it also brings challenges, such as cybersecurity risks and the need for talent development (Hermiyetti, 2024) . Previously, customers were required to visit branches to conduct transactions, but now services like money transfers and bill payments can be easily accessed through digital applications. This transformation can be explained through the 7P Marketing Mix for banking services consisting of product, price, place, promotion, people, process, and physical evidence (King, 2018). As the largest Islamic bank in Indonesia, PT Bank Syariah Indonesia Tbk (BSI) holds a strategic position in the financial market with its asset worth more than IDR 354 trillion and millions of customers across Indonesia (BSI, 2023). BSI Mobile, the mobile banking app of Bank Syariah Indonesia (BSI), is a crucial tool in addressing these challenges and driving its digital transformation efforts.BSI Mobile must optimally leverage big data to strengthen its competitiveness and relevance. Effective use of big data enables BSI to better understand customer behavior, predict future trends, and provide personalized services tailored to customer needs. Big Data analytics involves processing and analyzing large, complex datasets to uncover insights that support better decision-making and drive innovation. Despite its potential to enhance business operations and customer experience, it presents challenges related to data volume, speed, quality, privacy, and security. Addressing issues such as scalability and the need for skilled personnel is crucial for harnessing Big Data's full potential and gaining a competitive advantage across industries (Kumar, 2023). External and internal factors are crucial for the success of BSI Mobile's digital transformation. Externally, BSI must keep up with the ever-evolving digital banking landscape. Internally, BSI's resources and capabilities must be prepared to adapt to these changes. BSI faces challenges in the digital era, such as data security, technology integration, and regulatory adaptation. However, digitalization also opens opportunities Submitted : 03/11/2024 |Accepted : 02/12/2024 |Published : 05/02/2025 P-ISSN; 2541-5255 E-ISSN: 2621-5306 | Page 2 JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Vol. 9 No. 1, 2025 to enhance financial access, develop innovative products, and strengthen customer relationships through digital platforms. By understanding these challenges and opportunities, Islamic banking can devise strategies to leverage digitalization to expand reach and ensure sustainability (Hapiyah et al., 2024). Previous research on Bank Syariah Indonesia's (BSI) IT systems highlighted issues such as service disruptions, security concerns, and management quality that impact customer perceptions of BSI Mobile. Sentiment analysis of data from X (formerly Twitter), particularly during the ransomware incident, revealed customer dissatisfaction with the app, especially regarding e-wallet top-ups, payments, and security breaches (Sururi et al., 2024 . However, the study's main limitation is its focus on general sentiment rather than detailed analysis of specific digital services or issues faced by B (...truncated)