Improving the Regional Economy and Bank bjb Fee Based Income by Forming a Digital Ecosystem in West Java Province Using Bank bjb Digital Products

Bank bjb as a regional bank is required to support West Java Regional income with services and products that are profitable for banks, shareholders, customers. Currently has carried out digital transformation by producing increase customer satisfaction in transactions generate fee-based income. Currently, net profit from the sector still very small when compared total income, only able contribute less than 7.1% of So it challenge be its products. The author uses STP analysis marketing mix (7p) internal analysis, where results show strategy implemented not hitting market share targeting local government employees offer PESTEL, Porter 5 Forces, Competitor Analysis, Consumer Analysis tools used external analysis. From PESTEL was found if wants carry form ecosystem, needs ensure regulations regulators. threats financial industry today do come banking but emergence technology. there many choices regarding consumers. For qualitative interviews 7p conducted employees, customers, non-customers. consumer low perception After finding root problem, determine right Java's revenue. Therefore, will Proposed Marketing Mix Communication Strategy such forming ecosystem third parties, enriching features products, promotional programs, others. Which turn especially government.