Strategi Komunikasi Relationship Manager dalam Membangun Kepercayaan Nasabah Pembiayaan Korporasi

Abstract

This study aims to analyze the communication strategies of Relationship Managers (RMs) in building customer trust in corporate financing through the Productive Capital Loan (PMP) with an Invoice Financing scheme at PT Pegadaian (Persero). This study employed a qualitative approach with a case study design. The research was conducted from August 4 to 24, 2026, at PT Pegadaian (Persero) Head Office in Central Jakarta. Informants were selected purposively and consisted of one RM as the main informant, three internal company informants as supporting informants, and five corporate customers as key informants. Data were collected through interviews, observation, and documentation, and were analyzed through data reduction, data display, and conclusion drawing using source and technique triangulation. The findings show that RM communication strategies are developed through understanding business needs, RM competence, information clarity and transparency, responsiveness, consistency, expectation management, and problem solving. These strategies contribute to customer trust through credibility, reliability, competence, and integrity. Trust does not always remain stable, because process delays, additional clarification requirements, and delayed updates may reduce customer trust. Trust can be restored through transparency, consistent follow-up, and clear explanations regarding process developments. Relationship continuity is supported by communication adjusted to transaction needs, monitoring, and the business benefits perceived by customers. This study demonstrates that RM communication functions as a relational mechanism connecting customer business needs, the financing process, trust formation, and the continuity of corporate relationships.