BANK JAKARTA: INTEGRATING STRATEGIC MARKETING, FINANCING, AND DIGITAL TRANSFORMATION FOR BANK HEALTH, REPUTATION, AND IPO READINESS IN THE ERA OF GLOBAL CITY
DOI:
https://doi.org/10.31000/combis.v7i4.15240Abstrak
This study aims to analyze the integration of strategic marketing, strategic financing, and digital transformation in strengthening the financial health, corporate reputation, and IPO readiness of Bank Jakarta in the era of global city competition. Using a qualitative approach based on financial reports, strategic documents, and in-depth interviews, the findings show that these three strategies strengthen the bank’s fundamentals: strategic financing improves CAR and reduces NPL, digital transformation enhances efficiency through a lower BOPO ratio and faster profit growth, and strategic marketing supports successful rebranding. The urgency of this research lies in the increasing pressure on regional banks to transform amidst tighter regulations, digital disruption, and the need to compete in global city financial ecosystems. Its novelty stems from offering an integrated framework that combines strategic marketing, financing, and digital transformation as a unified model for IPO readiness an approach rarely addressed collectively in prior studies. In conclusion, the synergy of these strategies forms a strong foundation for a sustainable IPO. Recommendations include accelerating IPO preparation, strengthening the investment narrative, and directing IPO proceeds toward deeper digital transformation and product innovation.
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