Strategi Peningkatan Jumlah Pengguna dan Intensitas Penggunaan Mobile Banking Bank Sumut

Abstract

The advancement of information and communication technology has significantly transformed public behavior, particularly in accessing and transacting financial services. Mobile banking has become a key form of digital transformation in banking services, including Bank Sumut’s digital product, Sumut mobile. Although equipped with various features such as fund transfers, payments, purchases, and non-financial services, the adoption and usage levels of Sumut mobile remain low. This study addresses the phenomenon of a significant gap between the number of Sumut mobile users and the total number of savings customers at Bank Sumut, which exceeds 1.8 million, with only 26% adopting the mobile banking service. Furthermore, out of 477,040 registered users, only 46% are categorized as active, with most others being passive or inactive users. Usage intensity is also low, dominated by non-financial activities like balance inquiries and account mutations. This research aims to formulate effective strategies to increase both the number of users and the usage intensity of Sumut mobile. A qualitative approach was used through observation and interviews with 15 internal and external Bank Sumut respondents. Data were analyzed using the fishbone diagram to identify root causes, supported by the 5W+1H method and pareto diagram to determine the most significant factors. The study identifies six main causes: Man Power, Technology, Process, Policies, Customer, and Environment. The recommended strategies focus on enhancing digital literacy, improving app features, simplifying registration processes, strengthening internal communication, and improving service quality. This study is expected to serve as a foundation for formulating more adaptive, inclusive, and user-oriented digital banking strategies at Bank Sumut.