Strategi Komunikasi Bisnis dalam Pembentukan Citra Lembaga Keuangan Syariah: Studi Kasus BNI Syariah Tasikmalaya

Abstract

Business communication is a crucial factor influencing the success of Islamic financial institutions in building and maintaining a positive public image. A favorable institutional image can enhance trust, loyalty, and public interest in utilizing the products and services offered. This study aims to examine and analyze business communication in the context of building the image of an Islamic financial institution, specifically at BNI Syariah Tasikmalaya. A qualitative research method with a case study approach was employed. Data collection techniques included observation, in-depth interviews, and documentation. Research informants consisted of management personnel, service staff, and customers. Data analysis was conducted using the interactive model developed by Miles, Huberman, and Saldaña, which encompasses data reduction, data display, and conclusion drawing. The validity of the data was verified through triangulation of sources, techniques, and time. The findings indicate that the business communication implemented by BNI Syariah Tasikmalaya has been effective, characterized by information transparency, message consistency, ease of access to information, service responsiveness, and strong public relations. Transparency regarding Sharia-compliant products and services has improved customer understanding and trust. Consistency in the messages conveyed across various communication channels has strengthened the institution's identity as a trustworthy and professional Islamic bank. Ease of access to information and responsive service have provided a positive experience for customers. Furthermore, maintaining good relationships with the community through various educational and social initiatives has contributed to the development of a positive institutional image. The resulting image reflects that BNI Syariah Tasikmalaya is perceived as a reliable, professional Islamic financial institution committed to Sharia principles. In conclusion, business communication plays a strategic role in shaping the image of an Islamic financial institution; the more effective the business communication, the stronger the positive image formed in the eyes of customers and the public.