Keywords:
public sentiment
islamic digital banking
BSI mobile
sentiment analysis

  • Abstract

    Islamic banking in Indonesia has experienced significant growth since its introduction in the early 1990s, with digital transformation becoming a critical driver of financial inclusion and service accessibility. The establishment of Bank Syariah Indonesia (BSI) in 2021, formed through the merger of several state-owned Islamic banks, marked a pivotal moment in the sector's development. BSI Mobile, as the bank's primary digital platform, serves as a crucial interface for delivering Sharia-compliant financial services to millions of users. However, despite rapid technological advancement, questions remain regarding user satisfaction, trust, and the effectiveness of digital Islamic banking services. This study explores public sentiment toward BSI Mobile by analyzing 25,592 user reviews collected from the Google Play Store using Natural Language Processing (NLP) and Machine Learning techniques. Sentiment classification was conducted based on Ekman's Six Basic Emotions framework, categorizing user feedback into Joy, Surprise, Fear, Sadness, Disgust, and Anger. Two supervised machine learning models—Naïve Bayes and Logistic Regression—were employed to classify reviews into four key aspects: App Performance, Security & Privacy, App Functionality, and User Interaction. Both models demonstrated high accuracy (89.7%) with equivalent performance metrics (AUC: 0.948, F1: 0.898). The findings reveal a highly polarized user experience, with 10,618 one-star ratings and 10,554 five-star ratings, indicating that users have either very positive or very negative experiences. While Joy (11,180 cases) and Surprise (9,943 cases) dominated positive sentiments, Fear (3,072 cases) emerged as a significant concern, primarily related to security and transaction reliability. App Performance and Security & Privacy were identified as the most critical factors influencing user satisfaction. The study provides actionable insights for improving digital Islamic banking services, emphasizing the need for enhanced system stability, robust security measures, and continuous feature optimization. These findings contribute to the broader understanding of digital transformation in Islamic finance and offer practical recommendations for banking institutions, policymakers, and FinTech developers to strengthen user trust and promote wider adoption of Sharia-compliant financial technology solutions.

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How to cite

Rumra, A., Sandy, T. A., Sarif, A., Wibawa, K. D., Darman, Alwi, A. C., & Septianto, T. (2025). Exploring public sentiment toward Islamic banking apps: A case study of BSI mobile in Indonesia. Multidisciplinary Science Journal, 8(6), 2026385. https://doi.org/10.31893/multiscience.2026385
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