Tantangan Digital Branding Pada Bank Jatim Syariah Cabang Malang

Abstract

Given current technological developments, digital transformation has become an absolute necessity for various sectors, including the banking sector. Bank Jatim Syariah, Malang Branch, is one of the Regional Development Banks (BPD) facing challenges and obstacles in digital branding. The fundamental problem is that many people still lack understanding of Islamic banking, even assuming that Islamic banks operate on the same principles as conventional banks. This study aims to examine the challenges and obstacles to digital branding at Bank Jatim Syariah Malang Branch using a qualitative descriptive method, utilizing literature review from relevant books, journals, and websites. The study results indicate that the most fundamental challenge is that Bank Jatim Syariah Malang Branch is not granted the right to conduct digital branding, as digital branding is entirely controlled directly by the central office. However, each branch has socio-cultural and geographical differences that must be considered to enhance the presence of each Sariah branch, including the Malang branch. Other challenges include a lack of branding awareness and competition from digital banks and financial technology (fintech).