Bank Communication in Building a Saving Culture at Bank Muamalat Indonesia Madiun Sub-Branch Office

Abstract

Communication is needed by every individual or group in interacting. Without community communication, it is impossible to form, on the contrary, without society, it is impossible for humans to develop communication. Communication is very important in an institution, one of which is Bank Muamalat Indonesia KCP Madiun. Based on the results of interviews conducted with customers, it can be said that communication at Bank Muamalat Indonesia KCP Madiun is good, but CS neglects to inform the advantages and other service features in the product so that it does not affect customers to make transactions at the Bank, especially in terms of saving. This is not in accordance with the theory put forward by Harold Laswell that communication is defined as: Who Says What Through What Channel To Whom With What Effect?. The main purpose of this research is to describe several things which include bank communication patterns, narration of communication language, and the impact of narration of communication language on the culture of saving at Bank Muamalat Indonesia KCP Madiun. Methods This research uses qualitative research methods. While the data collection techniques used were interviews, observation, and documentation. The results of the study conclude that there are 4 communication patterns used at Bank Muamalat Indonesia KCP Madiun in building a culture of saving, namely primary, linear, secondary and circular communication patterns. The narration of the communication language applied by Bank Muamalat Indonesia KCP Madiun is that it has used good language, easy to understand and in accordance with the script recommended by the bank, but in the CS section the narrative used is still not optimal, which is indicated by the negligence of CS in conveying the advantages of products and features other services. The impact arising from the application of the language communication narrative is the lack of knowledge and understanding of customers about the product so that it does not generate customer interest in saving.