STRATEGI INOVASI BANK SYARIAH BERBASIS DIGITAL FINTECH DALAM MEMPERTAHANKAN LOYALITAS NASABAH BANK SYARIAH INDONESIA KCP GOWA

Abstrak

Penelitian ini bertujuan untuk menganalisis strategi inovasi berbasis dital financial technology (fintech) yang diterapkan oleh Bank Syariah Indonesia (BSI) KCP Gowa dalam mempertahankan loyalitas nasabah. Latar belakang penelitian ini didasari oleh perkembangan teknologi perbankan yang semakin pesat, khususnya layanan digital seperti internet banking, mobile banking, dan ATM, yang menuntut bank untuk terus berinovasi guna meningkatkan kepuasan serta kepercayaan nasabah. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Informan penelitian meliputi pegawai BSI KCP Gowa dan beberapa nasabah dari berbagai latar belakang. Hasil penelitian menunjukkan bahwa strategi inovasi yang dilakukan mencakup peningkatan fitur layanan mobile banking “BYOND BSI”, optimalisasi internet banking, edukasi nasabah terkait penggunaan teknologi, serta penguatan pelayanan berbasis nilai-nilai syariah. Implementasi inovasi ini berkontribusi positif terhadap peningkatan kenyamanan, kemudahan transaksi, dan kepercayaan nasabah, yang berdampak pada tingginya tingkat loyalitas. Namun, masih terdapat tantangan berupa kurangnya literasi digital pada sebagian nasabah dan kendala teknis seperti lupa PIN atau gangguan jaringan. Penelitian ini merekomendasikan peningkatan edukasi dan pendampingan penggunaan layanan fintech serta penguatan sistem keamanan digital. 

This study aims to analyze the digital financial technology (fintech)-based innovation strategies implemented by Bank Syariah Indonesia (BSI) Gowa Branch Office to maintain customer loyalty. The background of this research is based on the increasingly rapid development of banking technology, particularly digital services such as internet banking, mobile banking, and ATMs, which require banks to continuously innovate to increase customer satisfaction and trust.The research method used was descriptive qualitative, with data collection techniques through interviews, observation, and documentation. The research informants included BSI Gowa Branch Office employees and several customers from various backgrounds.The results indicate that the strategic innovations implemented included improving the "BYOND BSI" mobile banking service feature, optimizing internet banking, educating customers about technology use, and strengthening services based on Sharia values. The implementation of these innovations has positively contributed to increased convenience, ease of transactions, and customer trust, which has resulted in high levels of loyalty. However, challenges remain, including a lack of digital literacy among some customers and technical obstacles such as forgotten PINs or network disruptions. This study recommends improving education and support for fintech service users, as well as strengthening digital security systems.