BPD Digitalization Strategy: Human Resource Mapping Through Thematic Analysis
DOI:
https://doi.org/10.35134/jbe.v10i3.316Keywords:
BPD digital transformation, Thematic Analysis, Branding Strategy, Regulatory StrategyAbstract
Digital transformation has become a strategic agenda for Regional Development Banks (BPD) in facing technological disruption and rising customer expectations. The main problem in this research is how BPD’s digitalization strategies are constructed through the narratives of industry practitioners, as well as how thematic similarities and differences emerge based on the informants’ backgrounds. This study aims to map the strategic themes derived from the informants’ narratives and analyze the interrelations among perspectives based on contextual attributes such as position and industry type. The research employs a qualitative approach using thematic analysis (Braun & Clarke). The population consists of strategic narratives found in business media, with a sample of eight quotations from four informants interviewed in SWA magazine issue 06 2025: RH (President Director, Bank Jateng), SL (Head of IT Division, Bank BJB), AP (Chief Digital Officer, BPD DIY), and MY (Digital Transformation Consultant, PwC Indonesia). Data were analyzed using cluster analysis and project map comparison diagrams through NVivo software to identify thematic patterns and relationships among informants. The results reveal three dominant themes: organizational culture transformation, digital branding strategy, and regulatory synchronization. Although there are coding similarities among informants, differences emerge in strategic focus, influenced by their positions and industry types. In conclusion, BPD’s digitalization strategies are not uniform but are shaped by institutional contexts and the structural roles of each actor.
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