STRATEGIC MANAGEMENT OF PT. BANK RAKYAT INDONESIA IN FACING THE ERA OF DIGITAL TRANSFORMATION IN THE BANKING INDUSTRY

Digital transformation has brought significant changes to the banking industry, and PT. Bank Rakyat Indonesia (BRI), as one of the leading banks in Indonesia, is striving to face these challenges through the implementation of effective strategic management. This research aims to explore the strategies implemented by BRI in responding to the demands of the digital era and the challenges faced in the process. The method used in this research is a qualitative approach with a literature review that includes relevant literature sources. The research results show that BRI has adopted strategic initiatives, such as strengthening digital services through the BRIAPI platform and product innovations like BRImo and Ceria, which have successfully improved service quality and customer satisfaction. However, BRI faces challenges such as personal data protection and uneven communication infrastructure. Overall, the results of this study indicate that the strategies implemented by BRI not only have a positive impact on the organization's performance but also strengthen BRI's position in the increasingly competitive banking market. These findings are expected to provide valuable insights for decision-makers at BRI and the banking industry in general.