<![CDATA[This study aims to analyze the BSM perspective on the phenomenon of the digital banking system in the midst of competition and technological change with the unit of analysis, namely benefits, effects, constraints, and strategies. The approach used is a qualitative approach using a single case study descriptive research method. Data collection through semi-structured interviews with informants representing BSM to describe the BSM perspective on digital banking system phenomena that occur there. In addition to BSM, researchers also interviewed other banks to increase the researchers' reports. The results of perspective research in each unit of analysis indicate that BSM behavior is less aggressive in the application of the digital banking system so as to produce a lower market reach that can reduce their competitiveness. 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