KOMUNIKASI INTERPERSONAL TELLER BNI DALAM MENGEDUKASI NASABAH UNTUK MENGGUNAKAN LAYANAN DIGITAL BANKING

Abstract

The development of digital banking services provides convenience in banking activities; however, not all customers have the same level of understanding and readiness to use these services. This condition makes interpersonal communication by bank tellers important in educating customers about digital banking services. This study aims to analyze the interpersonal communication of BNI tellers in educating customers to use digital banking services. This research employed a constructivist paradigm with a qualitative approach. Data were collected through interviews, observation, and documentation, then analyzed using the Miles and Huberman model and validated through triangulation technique. The findings indicate that tellers’ interpersonal communication in educating customers about digital banking services reflects five interpersonal communication aspects proposed by DeVito: openness, empathy, supportiveness, positiveness, and equality. Tellers provide information about service benefits and features, adjust their language and communication methods to customers’ levels of understanding, provide assistance and practical demonstrations, and allow customers to ask questions. The educational process still encounters barriers, including differences in digital literacy, adaptation difficulties among elderly customers, and concerns regarding digital transaction security. Therefore, interpersonal communication serves as a bridge between digital banking services and customers’ ability to understand and utilize these services.