Inovasi Super App Mobile Banking Dalam Ekosistem Digital Banking; Perspektif Customer Centricity Untuk Peningkatan Customer Engagement = Super App Mobile Banking Innovation in Digital Banking Ecosystem; Customer Centricity Perspective for Enhancing Customer Engagement

ABSTRACT JUSRAN BURAERA. Inovasi Super App Mobile Banking dalam Ekosistem Digital Banking; Perspektif Customer Centricity untuk Peningkatan Customer Engagement (Dibimbing oleh Muhammad Asdar, Dian A.S. Parawansa, dan Andi Nur Baumaseppe Mappanyompa). Strategi perbankan membangun kapabilitas digital adalah inovasi mobile banking menjadi aplikasi super app mobile banking dengan memanfaatkan ekosistem digital banking sekaligus memperluas pengalaman interaksi nasabah. Penelitian bertujuan mengungkapkan inovasi super app melalui integrasi nilai nasabah dalam memperluas pengalaman nasabah serta dalam pengelolaan customer-facing ecosystem untuk peningkatan customer engagement. Kerangka kerja penelitian mengeksplorasi customer value creation dalam inovasi super app mobile banking. Penelitian berdasarkan pendekatan mixed-method, dengan menggunakan analisa Partial Least Square -Structural Equation Model dan In-depth Interview. Pengelolaan variabel ekosistem nasabah menegaskan novelty dibandingkan penelitian sebelumnya yang lebih menekankan kepada aspek pengalaman nasabah dengan pendekatan metode kualitatif. Hasil penelitian menunjukkan bahwa inovasi super app melalui integrasi customer value dalam variabel pengalaman dan ekosistem nasabah berpengaruh signifikan dan kuat terhadap peningkatan customer engagement. Integrasi hedonic value sangat kuat mempengaruhi variabel pengalaman nasabah, sedangkan social value sangat kuat mempengaruhi variabel ekosistem nasabah. Kontribusi utilitarian value tetap berpengaruh, namun relatif kecil. Penelitian sebelumnya menunjukkan dominasi pengaruh utilitarian value. Implikasi teoritis penelitian menegaskan relevansi keilmuan terhadap ekosistem digital banking dengan customer value creation. Secara manajerial, penelitian mendorong inisiatif strategis perbankan membangun kapabilitas digital dan ekosistem melalui strategic partnership dengan mitra bank, penguatan customer experience, serta kepemimpian dan infrastruktur digital. Penelitian selanjutnya dapat melakukan pengujian aktor orkestrasi ekosistem, yaitu bank dan mitra untuk mengungkapkan ekosistem nasabah dan mitra secara komprehensif. JUSRAN BURAERA. Super App Mobile Banking Innovation in the Digital Banking Ecosystem; Customer Centricity Perspective for Enhancing Customer Engagement (Supervised by Muhammad Asdar, Dian A.S. Parawansa, and Andi Nur Baumaseppe Mappanyompa). The banking strategy to enhance digital capabilities involves transforming mobile banking into a comprehensive super app that leverages the digital banking ecosystem and enriches user experience. This study aims to elucidate the evolution of super app by incorporating customer value, with the objective of enhancing user experience and managing ecosystems directly associated with customers to increase engagement. This study approach analyzes consumer value generation within the realm of mobile banking super app innovation. This study employed a mixed methodology, incorporating Partial Least Squares - Structural Equation Modeling analysis alongside comprehensive interviews. The management of customer ecosystem factors exhibits notable distinctiveness in contrast to prior research that predominantly emphasized customer experience using a qualitative methodology. Research indicates that super app innovation, by including customer value within the dimensions of customer experience and ecosystems, exerts a substantial and robust impact on enhancing customer engagement. The incorporation of hedonic value markedly affects customer experience variables, whereas social value considerably impacts customer ecosystem variables. The impact of utilitarian values is significant, yet somewhat limited. Previous research demonstrates the dominance of utilitarian ideals' impact. The theoretical implications of the research validate its scientific importance within the digital banking ecosystem for customer value generation. Research propels strategic banking initiatives focused on enhancing digital capabilities and ecosystems via collaborations with banking affiliates, while also improving customer experience and digital leadership and infrastructure. Future research may examine the ecosystem orchestrators, particularly banks and their affiliates, to comprehensively clarify the consumer and partner ecosystem.