STRATEGI KOMUNIKASI PEMASARAN TERPADU DALAM MEMBANGUN KEPERCAYAAN NASABAH PADA MARKETING MIKRO BANK SYARIAH INDONESIA

Abstract

Competition in the Islamic banking industry demands a well-directed marketing communication strategy, while the implementation of marketing communication elements within the Micro Marketing unit of Bank Syariah Indonesia (BSI) Bandung Suniaraja Branch Office has not necessarily been optimally integrated. This study aims to analyze the planning, implementation, obstacles, and evaluation of the Integrated Marketing Communication (IMC) strategy carried out by BSI Bandung Suniaraja's Micro Marketing unit in building customer trust. This research employs a qualitative descriptive method with a case study approach and a constructivist paradigm, referring to the Integrated Marketing Communication theory of Kotler and Keller (2022) and the three-dimensional trust model of Mayer, Davis, and Schoorman (1995). Data were collected through observation, in-depth interviews with six informants, and documentation, then analyzed through data reduction, display, and conclusion drawing, and validated through source and technique triangulation. The results show that the IMC strategy planning was systematically designed through cross-functional coordination, yet it still leaves a gap between the commitment to transparency and the limitations of the promotional media used. The implementation of the seven IMC elements was uneven, with a strong reliance on personal selling and direct marketing as the primary determinants of communication quality with customers, while the obstacles encountered were largely rooted in issues of information transparency, message inconsistency across branches, and low public financial literacy. The internal evaluation process remains oriented toward conversion target achievement and has not been able to capture the actual depth of trust formed among customers. Ultimately, customer trust is more strongly determined by the consistency and completeness of the information received than by the friendliness of the marketing personnel's personal approach, making message integration across every touchpoint the key factor in building sustainable customer trust.