p–ISSN: 2723 – 6609 e-ISSN: 2745-5254
Vol. 5, No. 11, November 2024 http://jist.publikasiindonesia.id/
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5175
Strategy for Developing Service Quality Through Banking
Digitalization at PT. BPR Tanaoba Lais Manekat
Rohmawati Kusumaningtias1*, Ritha Lidia Frare2
Universitas Negeri Surabaya, Indonesia
Email: [email protected]1*, [email protected]2
*Correspondence
ABSTRACT
Keywords: digital
transformation, banking
digitalization, service
quality.
This research aims to explore strategies for developing the
quality of banking services through digitalization in PT.
BPR Tanaoba Lais Manekat (TLM). In the era of Industry
4.0, digital transformation has become an urgent need to
improve service efficiency and meet customer needs. The
research method used is a descriptive qualitative approach
with a case study on BPR TLM in Kupang, East Nusa
Tenggara. Data was collected through interviews,
observations, and documentation. The results of the study
show that BPR TLM has utilized digital technology in the
development of its services, such as the use of social media
for promotion and implementation plans of self-service
service systems, including mobile banking and internet
banking. However, there are obstacles in the form of a lack
of competent human resources in managing social media
and digital infrastructure that are not optimal. This
transformation is expected to improve service quality,
customer loyalty, and the bank's competitiveness.
Introduction
In the era of Industry 4.0, which shows the rapid increase in digital media, it
produces major changes in the future. Some of these changes are predicted to occur in
several industrial sectors such as government, MSMEs, and banking. (Bhegawati &
Utama, 2020).
Current technological developments have a good influence on the performance of
banking management in improving service quality and shaping customer loyalty as well
as being a factor in modern lifestyle. (Mehdiabadi, Tabatabeinasab, Spulbar, Karbassi
Yazdi, & Birau, 2020).
This influence can be seen from management's performance in improving the
quality of new services and adjusting to the market and customer needs, initially as a
challenge and now turning into an opportunity (A et al., 2021). It is characterized by the
formation of a relationship between humans and machines, information openness, and
Vol. 5, No. 11, November 2024 http://jist.publikasiindonesia.id/
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5175
Strategy for Developing Service Quality Through Banking
Digitalization at PT. BPR Tanaoba Lais Manekat
Rohmawati Kusumaningtias1*, Ritha Lidia Frare2
Universitas Negeri Surabaya, Indonesia
Email: [email protected]1*, [email protected]2
*Correspondence
ABSTRACT
Keywords: digital
transformation, banking
digitalization, service
quality.
This research aims to explore strategies for developing the
quality of banking services through digitalization in PT.
BPR Tanaoba Lais Manekat (TLM). In the era of Industry
4.0, digital transformation has become an urgent need to
improve service efficiency and meet customer needs. The
research method used is a descriptive qualitative approach
with a case study on BPR TLM in Kupang, East Nusa
Tenggara. Data was collected through interviews,
observations, and documentation. The results of the study
show that BPR TLM has utilized digital technology in the
development of its services, such as the use of social media
for promotion and implementation plans of self-service
service systems, including mobile banking and internet
banking. However, there are obstacles in the form of a lack
of competent human resources in managing social media
and digital infrastructure that are not optimal. This
transformation is expected to improve service quality,
customer loyalty, and the bank's competitiveness.
Introduction
In the era of Industry 4.0, which shows the rapid increase in digital media, it
produces major changes in the future. Some of these changes are predicted to occur in
several industrial sectors such as government, MSMEs, and banking. (Bhegawati &
Utama, 2020).
Current technological developments have a good influence on the performance of
banking management in improving service quality and shaping customer loyalty as well
as being a factor in modern lifestyle. (Mehdiabadi, Tabatabeinasab, Spulbar, Karbassi
Yazdi, & Birau, 2020).
This influence can be seen from management's performance in improving the
quality of new services and adjusting to the market and customer needs, initially as a
challenge and now turning into an opportunity (A et al., 2021). It is characterized by the
formation of a relationship between humans and machines, information openness, and
Rohmawati Kusumaningtias, Ritha Lidia Frare
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5176
the ability to make decisions. The advantages of decision-making skills are that they can
increase accuracy and creativity, affordable budgets, human resource management, and
proper understanding and analysis of problems. This is motivated to use technological
advances to meet human needs, especially banking management (Rustidja et al., 2020).
The strategy for banking to excel is to focus on improving services and innovations that
focus on customers, to meet customer needs. Banking services always strive to meet the
interests of customers as a competitive strategy in maintaining the reputation of
banking. Therefore, the quality of banking services must start with customer needs and
end with the fulfillment of customer expectations and understanding of the quality of
banking services (Mehdiabadi et al., 2020).
Competition in the digital era requires all banks to transform towards the digital
era, namely the transition from traditional service systems based on paper management
or paper-based manual services to electronic services, as an effort to improve the quality
of service to customers. Digital banking services are related to electronic services by
utilizing customer data according to their needs and self-service while maintaining the
security of personal data. Every bank needs to improve the quality of service to retain or
get new customers because when customers get quality services, the bank continues to
be sought. (Arlina & Iskandar, 2019). However, when customers are not satisfied with
the services received, it has an impact on the level of customer trust in banking services.
When customers use banking services and get results that are not the same as expected,
that is where dissatisfaction with the services provided arises. This provides banks with
opportunities to innovate and improve service quality to meet customer demands and
desires and increase customer loyalty to the bank. (Syakur, 2023).
In Indonesia, banks are divided into 3 types according to their functions, namely
People's Credit Banks (BPR), central banks, and commercial banks. BPR is defined
according to Law Number 10 of 1998 as a bank that conducts its business activities
conventionally or based on Sharia principles, in carrying out its activities BPR does not
provide services in payment traffic. BPR activities are much smaller in scope compared
to commercial banks because BPRs are prohibited from accepting current account
deposits, foreign exchange activities, and insurance (Ojk, 2017).
The development of digital technology today plays an important role in the
development of banking and convenience for its customers, with a touch of
digitalization such as Automatic Teller Machine (ATM), SMS banking, internet
banking, mobile banking, and the use of social media as a marketing tool, in the banking
sector known as Self-Service Technology (SST). Based on Bank Indonesia data, in
April 2023 the value of digital banking transactions in Indonesia reached Rp.4,264.8
trillion. Technology banking services are a development of customer data. According to
the head of the BI communication department, Erwin Haryono, digital payment services
continue to improve, and the consistency of the service system (Ahdiat, 2023). This is
an opportunity for TLM bank management to improve service quality through Self-
Service Technology (SST) providing Automatic Teller Machine (ATM), mobile
banking, and internet banking. The management of TLM bank has been striving to
improve the quality of service through social media platforms such as Instagram,
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5176
the ability to make decisions. The advantages of decision-making skills are that they can
increase accuracy and creativity, affordable budgets, human resource management, and
proper understanding and analysis of problems. This is motivated to use technological
advances to meet human needs, especially banking management (Rustidja et al., 2020).
The strategy for banking to excel is to focus on improving services and innovations that
focus on customers, to meet customer needs. Banking services always strive to meet the
interests of customers as a competitive strategy in maintaining the reputation of
banking. Therefore, the quality of banking services must start with customer needs and
end with the fulfillment of customer expectations and understanding of the quality of
banking services (Mehdiabadi et al., 2020).
Competition in the digital era requires all banks to transform towards the digital
era, namely the transition from traditional service systems based on paper management
or paper-based manual services to electronic services, as an effort to improve the quality
of service to customers. Digital banking services are related to electronic services by
utilizing customer data according to their needs and self-service while maintaining the
security of personal data. Every bank needs to improve the quality of service to retain or
get new customers because when customers get quality services, the bank continues to
be sought. (Arlina & Iskandar, 2019). However, when customers are not satisfied with
the services received, it has an impact on the level of customer trust in banking services.
When customers use banking services and get results that are not the same as expected,
that is where dissatisfaction with the services provided arises. This provides banks with
opportunities to innovate and improve service quality to meet customer demands and
desires and increase customer loyalty to the bank. (Syakur, 2023).
In Indonesia, banks are divided into 3 types according to their functions, namely
People's Credit Banks (BPR), central banks, and commercial banks. BPR is defined
according to Law Number 10 of 1998 as a bank that conducts its business activities
conventionally or based on Sharia principles, in carrying out its activities BPR does not
provide services in payment traffic. BPR activities are much smaller in scope compared
to commercial banks because BPRs are prohibited from accepting current account
deposits, foreign exchange activities, and insurance (Ojk, 2017).
The development of digital technology today plays an important role in the
development of banking and convenience for its customers, with a touch of
digitalization such as Automatic Teller Machine (ATM), SMS banking, internet
banking, mobile banking, and the use of social media as a marketing tool, in the banking
sector known as Self-Service Technology (SST). Based on Bank Indonesia data, in
April 2023 the value of digital banking transactions in Indonesia reached Rp.4,264.8
trillion. Technology banking services are a development of customer data. According to
the head of the BI communication department, Erwin Haryono, digital payment services
continue to improve, and the consistency of the service system (Ahdiat, 2023). This is
an opportunity for TLM bank management to improve service quality through Self-
Service Technology (SST) providing Automatic Teller Machine (ATM), mobile
banking, and internet banking. The management of TLM bank has been striving to
improve the quality of service through social media platforms such as Instagram,
Strategy for Developing Service Quality Through Banking Digitalization at PT. BPR Tanaoba
Lais Manekat
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5177
Facebook, WhatsApp, YouTube, and the official website of TLM bank. However,
efforts to improve the quality of service are not optimal because TLM banks do not yet
have Self-Service Technology (SST) systems such as Automatic Teller Machines
(ATMs), mobile banking, and Internet banking. This makes customers not get easy
services in the current digitalization era (Aldabous, 2024).
This research aims to study the quality of banking services through digitalization
in PT. BPR Tanaoba Lais Manekat.
Method
This study uses a qualitative descriptive approach, which is a technique that
provides descriptions and opinions of researchers based on the data that has been
collected and then records all events that occur. (Sjadja’ah, Sopiah, & Wardhana, 2024).
This research is useful as a search for answers to problems that have been formulated
and as a means to produce solutions to problems that occur in the field. Qualitative
research is used to research natural objects, so the researcher himself is the key
instrument in this study.
The qualitative research method is used by researchers as a tool to fully examine
and describe the strategy for developing the quality of BPR Tanaoba Lais Manekat
services in the era of digitalization.
Place and Time of Research
This research is located in PT. Bank Perekonomian Rakyat Tanaoba Lais Manekat
(BPR TLM), has 3 cash offices in the province of NTT, namely the Kupang branch
office, Babau cash office, Naikoten cash office, and Oesapa cash office. This research is
located at the head office of PT. BPR Tanaoba Lais Manekat Jl. Ahmad Yani No.43
Oeba Kupang, East Nusa Tenggara. The location is used by researchers to obtain
accurate data.
Research Methods and Approaches
Qualitative case study research is the process of collecting data to conduct a
thorough examination of the bound system, by involving the investigation of a single
case defined as a study object that is limited by time and place. Case studies will be
used by researchers to investigate an object using several data collection methods, such
as interviews, field observations, and documentation. (Ruslan, Faijah, Luthfiyah, &
Alouzi, 2024).
Case studies relate to individuals, one group, one organization, and one program
of activities at a certain time. The goal is to get complete and in-depth information about
banking, then analyze the data, and finally describe it in a research report in detail.
(Malthouse, Haenlein, Skiera, Wege, & Zhang, 2013).
Data and data sources
The data obtained in this study used primary and secondary data.
a. Primary Data
The researcher directly obtained primary data from informants at PT. BPR TLM
both through direct observation (observation) and interviews (interviews), by observing,
asking questions directly to informants, listening to their answers, and being directly
Lais Manekat
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5177
Facebook, WhatsApp, YouTube, and the official website of TLM bank. However,
efforts to improve the quality of service are not optimal because TLM banks do not yet
have Self-Service Technology (SST) systems such as Automatic Teller Machines
(ATMs), mobile banking, and Internet banking. This makes customers not get easy
services in the current digitalization era (Aldabous, 2024).
This research aims to study the quality of banking services through digitalization
in PT. BPR Tanaoba Lais Manekat.
Method
This study uses a qualitative descriptive approach, which is a technique that
provides descriptions and opinions of researchers based on the data that has been
collected and then records all events that occur. (Sjadja’ah, Sopiah, & Wardhana, 2024).
This research is useful as a search for answers to problems that have been formulated
and as a means to produce solutions to problems that occur in the field. Qualitative
research is used to research natural objects, so the researcher himself is the key
instrument in this study.
The qualitative research method is used by researchers as a tool to fully examine
and describe the strategy for developing the quality of BPR Tanaoba Lais Manekat
services in the era of digitalization.
Place and Time of Research
This research is located in PT. Bank Perekonomian Rakyat Tanaoba Lais Manekat
(BPR TLM), has 3 cash offices in the province of NTT, namely the Kupang branch
office, Babau cash office, Naikoten cash office, and Oesapa cash office. This research is
located at the head office of PT. BPR Tanaoba Lais Manekat Jl. Ahmad Yani No.43
Oeba Kupang, East Nusa Tenggara. The location is used by researchers to obtain
accurate data.
Research Methods and Approaches
Qualitative case study research is the process of collecting data to conduct a
thorough examination of the bound system, by involving the investigation of a single
case defined as a study object that is limited by time and place. Case studies will be
used by researchers to investigate an object using several data collection methods, such
as interviews, field observations, and documentation. (Ruslan, Faijah, Luthfiyah, &
Alouzi, 2024).
Case studies relate to individuals, one group, one organization, and one program
of activities at a certain time. The goal is to get complete and in-depth information about
banking, then analyze the data, and finally describe it in a research report in detail.
(Malthouse, Haenlein, Skiera, Wege, & Zhang, 2013).
Data and data sources
The data obtained in this study used primary and secondary data.
a. Primary Data
The researcher directly obtained primary data from informants at PT. BPR TLM
both through direct observation (observation) and interviews (interviews), by observing,
asking questions directly to informants, listening to their answers, and being directly
Rohmawati Kusumaningtias, Ritha Lidia Frare
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5178
involved in the field to dig up data related to the implementation of BPR TLM digital
technology (Sinaga & Nasution, 2018). In this study, there are several informants from
BPR TLM such as KA. BAG. Marketing, KA. BAG. Operations, and Trains. BAG. HR
& General.
b. Secondary Data
The researcher knew secondary data from relevant previous research, photo
taking, reporting documents, and organizational structure in BPR TLM.
Data Acquisition Techniques
This study uses a purposive sampling technique (purposive or judgment
sampling). Purposive sampling is a technique for taking data sources based on the
researcher's consideration of the most useful data sources and supporting the research.
(Retnawati, 2022). The researcher uses the purposive sampling technique because the
researcher assumes that the source of the data taken is a population that understands the
problem to be researched. The use of purposive sampling in this study is based on the
reality that is by the object related to the research topic.
Based on this, the criteria for the research subject can be determined, namely
KaBag.Marketing, Ka.Bag.Operational, and Ka.Bag. HR & General BPR TLM.
Data Collection Techniques
To realize the results of this research, the researcher carried out various data
collections, both in the form of main data and supporting data. Therefore, the technique
used in collecting data for this research is in the form of interviews conducted with
resource persons, namely KA. BAG. Marketing, KA. BAG. Operations, and Trains. HR
& General BAG. The interview process was obtained from information based on
questions and answers face-to-face between the researcher and the resource person, with
or without using interview guidelines. The interviews were conducted individually and
in groups using tools in the form of recorders, to obtain oriental informatics data. The
researcher also took data using the observation method by taking data directly from the
BPR TLM on various actual situations and phenomena. In addition, the researcher took
data using the documentation available at BPR TLM in the form of letters, photo
recordings, meeting results, souvenirs, activity journals, and so on.
Data Analysis Techniques
The qualitative analysis used in this study is interactive analysis, which requires
all actions in analyzing data and carried out interactively and running continuously and
completely.
Research Limitations
This research was conducted using a qualitative descriptive method and using
primary data based on the results of interviews with informants. The researcher realized
that there was a limitation in this study, namely the subjectivity of the informant. This
research is based on the researcher's interpretation of the meaning underlying the
interview process, so that bias can always be present. To reduce this bias, a data source
classification process is carried out. The classification of data sources is carried out by
cross-verifying data with data in the field as well as with informants and previous
research results.
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5178
involved in the field to dig up data related to the implementation of BPR TLM digital
technology (Sinaga & Nasution, 2018). In this study, there are several informants from
BPR TLM such as KA. BAG. Marketing, KA. BAG. Operations, and Trains. BAG. HR
& General.
b. Secondary Data
The researcher knew secondary data from relevant previous research, photo
taking, reporting documents, and organizational structure in BPR TLM.
Data Acquisition Techniques
This study uses a purposive sampling technique (purposive or judgment
sampling). Purposive sampling is a technique for taking data sources based on the
researcher's consideration of the most useful data sources and supporting the research.
(Retnawati, 2022). The researcher uses the purposive sampling technique because the
researcher assumes that the source of the data taken is a population that understands the
problem to be researched. The use of purposive sampling in this study is based on the
reality that is by the object related to the research topic.
Based on this, the criteria for the research subject can be determined, namely
KaBag.Marketing, Ka.Bag.Operational, and Ka.Bag. HR & General BPR TLM.
Data Collection Techniques
To realize the results of this research, the researcher carried out various data
collections, both in the form of main data and supporting data. Therefore, the technique
used in collecting data for this research is in the form of interviews conducted with
resource persons, namely KA. BAG. Marketing, KA. BAG. Operations, and Trains. HR
& General BAG. The interview process was obtained from information based on
questions and answers face-to-face between the researcher and the resource person, with
or without using interview guidelines. The interviews were conducted individually and
in groups using tools in the form of recorders, to obtain oriental informatics data. The
researcher also took data using the observation method by taking data directly from the
BPR TLM on various actual situations and phenomena. In addition, the researcher took
data using the documentation available at BPR TLM in the form of letters, photo
recordings, meeting results, souvenirs, activity journals, and so on.
Data Analysis Techniques
The qualitative analysis used in this study is interactive analysis, which requires
all actions in analyzing data and carried out interactively and running continuously and
completely.
Research Limitations
This research was conducted using a qualitative descriptive method and using
primary data based on the results of interviews with informants. The researcher realized
that there was a limitation in this study, namely the subjectivity of the informant. This
research is based on the researcher's interpretation of the meaning underlying the
interview process, so that bias can always be present. To reduce this bias, a data source
classification process is carried out. The classification of data sources is carried out by
cross-verifying data with data in the field as well as with informants and previous
research results.
Strategy for Developing Service Quality Through Banking Digitalization at PT. BPR Tanaoba
Lais Manekat
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5179
Results and Discussion
PT. BPR TLM is one of the companies engaged in banking, which is
headquartered at Jl. Ahmad Yani No.43 Oeba Kupang, East Nusa Tenggara. Tanaoba
Lais Manekat comes from the Dawan language which means to carry out the thing of
love. BPR TLM's operational areas are spread across 3 areas in the city of Kupang,
namely the Babau cash office, Naikoten cash office, and Oesapa cash office.
BPR TLM is one of the five big dreams of the GMIT Synod Assembly in 1980.
BPR TLM is under the auspices of the Tanaoba Lais Manekat Foundation which is
committed to developing services by establishing a formal financial institution that can
utilize third-party funds and serve the community more broadly. BPR TLM was
established by the TLM Foundation on February 1, 2008, as a tool for the economic
empowerment of the congregation. BPR TLM is a business entity in the form of a bank
that aims to generate profits, part of the profits will be handed over to the TLM
Foundation as a shareholder. BPR TLM was established and developed by the TLM
Foundation to meet customer needs as access to small, medium, and micro capital loans.
The goal is to improve the welfare of the congregation and the community.
Number of Customers
The development of BPR TLM has experienced significant growth, especially
asset growth. On December 31, 2017, BPR TLM had assets of Rp.215 billion, while the
number of loans provided reached Rp.189 billion, savings of Rp.53 billion, deposits of
Rp.136 billion, paid-up capital of Rp.12 billion, and profit of Rp.4.9 billion, as well as
NPL of 2.38% with a total of 12,458 customers.
Barriers to Service Innovation
The digital transformation of banking is not only an opportunity for the banking
industry but also brings challenges that need to be watched out for. Some of these
challenges are related to personal data protection, data leakage risks, uneven
information technology infrastructure in Indonesia, and huge costs.
Employee Performance Development Program
In carrying out BPR TLM operations, the role of human resources is the most
important factor in the development of service quality. Human resources are the initial
and main capital in running BPR TLM operations. Therefore, a program is needed that
aims to develop the quality of BPR TLM's human resource performance.
Every 2 months the Management of BPR TLM conducts socialization about the
work system and service improvement, then every 2 weeks a kind of exam or quiz is
carried out that has special score standards for all fields within BPR TLM, the exam is
related to existing policies and SOPs and must be followed by all BPR TLM employees.
This aims to improve the ability of employees to know all work systems within BPR
TLM.
BPR TLM, which is one of the Christian institutions, has a culture of worshiping
together in the morning when starting all bank activities and also in the afternoon to end
all bank activities. This is done to foster the fear of God and increase the love to work in
accordance with the applicable rules in order to minimize the occurrence of fraud.
Lais Manekat
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5179
Results and Discussion
PT. BPR TLM is one of the companies engaged in banking, which is
headquartered at Jl. Ahmad Yani No.43 Oeba Kupang, East Nusa Tenggara. Tanaoba
Lais Manekat comes from the Dawan language which means to carry out the thing of
love. BPR TLM's operational areas are spread across 3 areas in the city of Kupang,
namely the Babau cash office, Naikoten cash office, and Oesapa cash office.
BPR TLM is one of the five big dreams of the GMIT Synod Assembly in 1980.
BPR TLM is under the auspices of the Tanaoba Lais Manekat Foundation which is
committed to developing services by establishing a formal financial institution that can
utilize third-party funds and serve the community more broadly. BPR TLM was
established by the TLM Foundation on February 1, 2008, as a tool for the economic
empowerment of the congregation. BPR TLM is a business entity in the form of a bank
that aims to generate profits, part of the profits will be handed over to the TLM
Foundation as a shareholder. BPR TLM was established and developed by the TLM
Foundation to meet customer needs as access to small, medium, and micro capital loans.
The goal is to improve the welfare of the congregation and the community.
Number of Customers
The development of BPR TLM has experienced significant growth, especially
asset growth. On December 31, 2017, BPR TLM had assets of Rp.215 billion, while the
number of loans provided reached Rp.189 billion, savings of Rp.53 billion, deposits of
Rp.136 billion, paid-up capital of Rp.12 billion, and profit of Rp.4.9 billion, as well as
NPL of 2.38% with a total of 12,458 customers.
Barriers to Service Innovation
The digital transformation of banking is not only an opportunity for the banking
industry but also brings challenges that need to be watched out for. Some of these
challenges are related to personal data protection, data leakage risks, uneven
information technology infrastructure in Indonesia, and huge costs.
Employee Performance Development Program
In carrying out BPR TLM operations, the role of human resources is the most
important factor in the development of service quality. Human resources are the initial
and main capital in running BPR TLM operations. Therefore, a program is needed that
aims to develop the quality of BPR TLM's human resource performance.
Every 2 months the Management of BPR TLM conducts socialization about the
work system and service improvement, then every 2 weeks a kind of exam or quiz is
carried out that has special score standards for all fields within BPR TLM, the exam is
related to existing policies and SOPs and must be followed by all BPR TLM employees.
This aims to improve the ability of employees to know all work systems within BPR
TLM.
BPR TLM, which is one of the Christian institutions, has a culture of worshiping
together in the morning when starting all bank activities and also in the afternoon to end
all bank activities. This is done to foster the fear of God and increase the love to work in
accordance with the applicable rules in order to minimize the occurrence of fraud.
Rohmawati Kusumaningtias, Ritha Lidia Frare
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5180
Employee Performance Measurement
The measurement of BPR TLM employee performance is carried out based on
employee performance assessment. Those who have authority over the performance
assessment of BPR TLM employees are superiors such as directors and commissioners
which are carried out qualitatively and quantitatively. Qualitative employee assessment
is seen from the accuracy and speed of employees in working on reports, then
quantitative assessments are carried out by looking at the results of numbers based on
previously given targets that are carried out every month.
Understanding and Implementation of Social Media in the Development of Service
Quality at PT. BPR TLM
Social media allows customers to receive information from banks in the form of
text, images, audio, and video. Social media is a supporting factor for the progress and
improvement of service quality in banking (Jodi & Dewi, 2022).
First, BPR TLM uses social media as a means of promotion. This is to the
statement from Mr. Andre as the head of marketing of PT. BPR TLM said: "Bank TLM
already has several social media such as Facebook, Instagram, YouTube, and the
official website. The purpose of using social media is to reach more markets, because
nowadays if you use social media, you will be left behind by other banks (Interview on
Monday, September 11, 2023 at 11.02 WITA).
The second is the challenges faced in managing social media based on the results
of interviews with Mr. Andre the Head of Marketing of PT. BPR TLM stated: "For
now, the problem we are facing is that we do not have technical human resources in
managing social media, so we summarize everything in one special section to manage
social media, namely the HR section while the one who makes posters and content is the
funding section". (Interview on Monday, September 11, 2023 at 11.02 WITA).
Based on the results of observations in the field, the researcher concluded that the
role of digital technology in service development at PT. BPR TLM has been running
efficiently in utilizing technology, where it has used technology in providing services to
customers. However, the obstacle is that the internet network is sometimes unstable,
which is what makes customer service not optimal.
Understanding and Implementation of Banking Digitalization
Banking digitalization or electronic banking (e-banking), is the use of information
and communication technology in the provision of financial services. Digital
transformation is a consequence of the era of disruption (industry 4.0) which provides
changes and overhauls the existing bank ecosystem to be more effective and innovative,
as well as complex and dynamic. Digital transformation causes banking to be more
effective and efficient, but it requires expert human resources and significant costs. The
presence of digital banking will reduce traditional banking that still uses manual
transactions (Jodi Gede Antok Setiawan I Wayan, et al, 2022).
First, BPR TLM Has Transformed Towards Digital Banking Based on
information from a resource person, Mrs. Rosalina the Head of the Operational
Division, who stated that: "it is planned that in early 2024 we will transform towards
digital banking". (Interview on Friday, September 29, 2023 at 10.15 WITA).
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5180
Employee Performance Measurement
The measurement of BPR TLM employee performance is carried out based on
employee performance assessment. Those who have authority over the performance
assessment of BPR TLM employees are superiors such as directors and commissioners
which are carried out qualitatively and quantitatively. Qualitative employee assessment
is seen from the accuracy and speed of employees in working on reports, then
quantitative assessments are carried out by looking at the results of numbers based on
previously given targets that are carried out every month.
Understanding and Implementation of Social Media in the Development of Service
Quality at PT. BPR TLM
Social media allows customers to receive information from banks in the form of
text, images, audio, and video. Social media is a supporting factor for the progress and
improvement of service quality in banking (Jodi & Dewi, 2022).
First, BPR TLM uses social media as a means of promotion. This is to the
statement from Mr. Andre as the head of marketing of PT. BPR TLM said: "Bank TLM
already has several social media such as Facebook, Instagram, YouTube, and the
official website. The purpose of using social media is to reach more markets, because
nowadays if you use social media, you will be left behind by other banks (Interview on
Monday, September 11, 2023 at 11.02 WITA).
The second is the challenges faced in managing social media based on the results
of interviews with Mr. Andre the Head of Marketing of PT. BPR TLM stated: "For
now, the problem we are facing is that we do not have technical human resources in
managing social media, so we summarize everything in one special section to manage
social media, namely the HR section while the one who makes posters and content is the
funding section". (Interview on Monday, September 11, 2023 at 11.02 WITA).
Based on the results of observations in the field, the researcher concluded that the
role of digital technology in service development at PT. BPR TLM has been running
efficiently in utilizing technology, where it has used technology in providing services to
customers. However, the obstacle is that the internet network is sometimes unstable,
which is what makes customer service not optimal.
Understanding and Implementation of Banking Digitalization
Banking digitalization or electronic banking (e-banking), is the use of information
and communication technology in the provision of financial services. Digital
transformation is a consequence of the era of disruption (industry 4.0) which provides
changes and overhauls the existing bank ecosystem to be more effective and innovative,
as well as complex and dynamic. Digital transformation causes banking to be more
effective and efficient, but it requires expert human resources and significant costs. The
presence of digital banking will reduce traditional banking that still uses manual
transactions (Jodi Gede Antok Setiawan I Wayan, et al, 2022).
First, BPR TLM Has Transformed Towards Digital Banking Based on
information from a resource person, Mrs. Rosalina the Head of the Operational
Division, who stated that: "it is planned that in early 2024 we will transform towards
digital banking". (Interview on Friday, September 29, 2023 at 10.15 WITA).
Strategy for Developing Service Quality Through Banking Digitalization at PT. BPR Tanaoba
Lais Manekat
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5181
From the results of the interview above, the researcher concluded that to improve
service to customers, BPR TLM needs to transform, namely by providing self-service
services by creating mobile banking, internet banking, and ATMs. Because so far,
customers have to come directly to the office, this transformation will make it easier for
BPR TLM to provide services to customers, which is in accordance with the vision and
mission of BPR TLM.
Conclusion
PT. BPR TLM is one of the financial institutions, BPR TLM is under the auspices
of the Tanaoba Lais Manekat Foundation which has a determination to develop services
to serve the community. BPR TLM was established by the TLM Foundation on
February 1, 2008, as a tool for the economic empowerment of the congregation.
As an effort to promote BPR TLM, namely by using social media Facebook,
Instagram, YouTube, and website. In providing better service to customers, PT. BPR
TLM utilizes technologies such as computers and hardware, office computers, laptops,
tablets, smartphones, servers, and other hardware including the internet, computer
networks, and telecommunications infrastructure that allows the transmission of digital
information between devices. Not only that, PT. BPR TLM is also migrating towards
digital banking, namely by presenting self-service service systems such as ATM, mobile
banking, and Internet banking.
However, the implementation has not gone well, this is triggered by several factors such
as the content uploaded on BPR TLM's social media accounts not providing the latest
content and less interesting content and the lack of technical human resources to
manage social media accounts. Because for now BPR TLM's social media accounts are
managed by HR and Funding. Meanwhile, digital-based banking services such as self-
service systems are still in the process of being made.
Lais Manekat
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5181
From the results of the interview above, the researcher concluded that to improve
service to customers, BPR TLM needs to transform, namely by providing self-service
services by creating mobile banking, internet banking, and ATMs. Because so far,
customers have to come directly to the office, this transformation will make it easier for
BPR TLM to provide services to customers, which is in accordance with the vision and
mission of BPR TLM.
Conclusion
PT. BPR TLM is one of the financial institutions, BPR TLM is under the auspices
of the Tanaoba Lais Manekat Foundation which has a determination to develop services
to serve the community. BPR TLM was established by the TLM Foundation on
February 1, 2008, as a tool for the economic empowerment of the congregation.
As an effort to promote BPR TLM, namely by using social media Facebook,
Instagram, YouTube, and website. In providing better service to customers, PT. BPR
TLM utilizes technologies such as computers and hardware, office computers, laptops,
tablets, smartphones, servers, and other hardware including the internet, computer
networks, and telecommunications infrastructure that allows the transmission of digital
information between devices. Not only that, PT. BPR TLM is also migrating towards
digital banking, namely by presenting self-service service systems such as ATM, mobile
banking, and Internet banking.
However, the implementation has not gone well, this is triggered by several factors such
as the content uploaded on BPR TLM's social media accounts not providing the latest
content and less interesting content and the lack of technical human resources to
manage social media accounts. Because for now BPR TLM's social media accounts are
managed by HR and Funding. Meanwhile, digital-based banking services such as self-
service systems are still in the process of being made.
Rohmawati Kusumaningtias, Ritha Lidia Frare
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5182
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supply chain dynamics within the food and beverage industry. Brunel University
London.
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Islamic senior high school students during shadow reading. International Journal
of Humanities and Innovation (IJHI), 2(1), 21–27.
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Indonesia in increasing economic growth and community welfare. South East
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Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270–
280.
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roadmap for banking systems in Industry 4.0. International Journal of Financial
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Rustidja, Ery Supriyadi, Wipartini, Yeni, Nugraha, Heri, Setiawati, Rosti, Ermaya, Sir
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