Analisis Peran Marketing dalam Membangun Kepercayaan Nasabah pada Produk BRI di Kabupaten Nabire
DOI:
https://doi.org/10.8844/cs0hvj43Keywords:
marketing perbankan, kepercayaan nasabah, kualitas pelayanan, layanan digital, BRIAbstract
Kepercayaan nasabah merupakan faktor penting dalam meningkatkan daya saing perbankan, khususnya di tengah berkembangnya layanan keuangan digital. Penelitian ini bertujuan menganalisis peran marketing dalam membangun kepercayaan nasabah terhadap produk Bank Rakyat Indonesia (BRI) di Kabupaten Nabire serta mengidentifikasi faktor-faktor yang memengaruhinya. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Data diperoleh melalui wawancara mendalam terhadap delapan informan yang terdiri atas pegawai marketing, customer service, account officer, serta nasabah pengguna produk tabungan dan kredit BRI. Analisis data dilakukan menggunakan model interaktif Miles, Huberman, dan Saldaña melalui tahapan reduksi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa marketing berperan strategis dalam membangun kepercayaan nasabah melalui penyampaian informasi yang jelas, edukasi produk, komunikasi interpersonal, serta pelayanan yang ramah, profesional, responsif, dan transparan. Kepercayaan nasabah dipengaruhi oleh kualitas pelayanan, reputasi bank, keamanan transaksi, kompetensi pegawai, serta kemudahan akses layanan digital. Temuan ini menegaskan bahwa penguatan kompetensi marketing, peningkatan literasi keuangan masyarakat, dan optimalisasi layanan digital menjadi strategi penting untuk memperkuat kepercayaan nasabah dan mendorong hubungan jangka panjang antara bank dan pelanggan.
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Copyright (c) 2026 Nirma Nirma, Baharuddin Baharuddin, Kristian Hoegh Pride Lambe (Author)
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