Penelitian ini bertujuan untuk menganalisis dan membandingkan implementasi transformasi digital pada dua aplikasi super app perbankan di Indonesia, yaitu BYOND by BSI dan BALE by BTN, dengan menggunakan pendekatan Technology Acceptance Model (TAM). Studi ini menggunakan metode kualitatif deskriptif melalui wawancara semi-terstruktur kepada nasabah aktif kedua aplikasi yang dipilih dengan teknik purposive sampling. Analisis data dilakukan menggunakan NVivo 14 untuk mengidentifikasi tema utama seperti Perceived Usefulness, Perceived Ease of Use, dan Perceived Security. Hasil penelitian menunjukkan bahwa BYOND by BSI memiliki kelengkapan fitur dan integrasi layanan keuangan syariah serta fitur spiritual, sehingga mengarah pada konsep super app. Sementara itu, BALE by BTN lebih berfokus pada layanan inti perbankan, khususnya monitoring dan pembayaran KPR, yang dinilai efektif dalam mendukung pengelolaan keuangan jangka panjang. Dari sisi keamanan, kedua aplikasi dinilai telah menerapkan sistem perlindungan berlapis seperti PIN, OTP, dan biometrik, meskipun masih terdapat kekhawatiran terkait risiko keamanan digital. Persepsi kemudahan penggunaan pada kedua aplikasi tergolong baik, namun stabilitas sistem dan pembaruan berkala menjadi faktor penting dalam menjaga kepuasan pengguna. Secara keseluruhan, penelitian ini menyimpulkan bahwa strategi diferensiasi fitur memengaruhi persepsi kegunaan, kemudahan, dan kepuasan nasabah dalam menggunakan layanan digital banking.


Deskripsi Lain

This study aims to analyze and compare the implementation of digitalrntransformation in two banking super app applications in Indonesia, namelyrnBYOND by BSI and BALE by BTN, using the Technology Acceptance Modelrn(TAM). This study used a descriptive qualitative method through semi-structuredrninterviews with active customers of both applications selected by purposivernsampling technique. Data analysis was conducted using NVivo 14 to identify keyrnthemes such Perceived Usefulness, Perceived Ease of Use, and PerceivedrnSecurity. The results of the study show that BYOND by BSI has a complete set ofrnfeatures and integration of Islamic financial services well spiritual features,rnthus leading to the concept of a super app. Meanwhile, BALE by BTN focuses morernon core banking services, especially monitoring and mortgage payments, which arernconsidered effective in supporting long-term financial management. In terms ofrnsecurity, both applications are considered to have implemented layered protectionrnsystems such PIN, OTP, and biometrics, although there are still concerns relatedrnto digital security risks. The perception of ease of use in both applications isrnrelatively good, but system stability and periodic updates are important factors inrnmaintaining user satisfaction. Overall, this study concludes that featurerndifferentiation strategies affect the perception of usability, convenience, andrncustomer satisfaction in using digital banking services.