Pengalaman Nasabah Dalam Menggunakan Produk Bank Perekonomian Rakyat Unisritama: Analisis Kualitatif Terhadap Faktor-Faktor Yang Mempengaruhi Loyalitas
DOI:
https://doi.org/10.37385/ceej.v7i2.11757Keywords:
Pengalaman Nasabah, Loyalitas, BPR, Studi Kasus, Relationship MarketingAbstract
Industri Bank Perekonomian Rakyat (BPR) di Indonesia menghadapi tekanan berupa penurunan jumlah bank, kontraksi laba, dan perlambatan pertumbuhan aset di tengah ketidakpastian ekonomi. Kondisi ini menuntut BPR untuk memperkuat loyalitas nasabah sebagai fondasi keberlanjutan bisnis. Pengalaman nasabah menjadi faktor penting dalam membangun kepuasan, kepercayaan, dan komitmen jangka panjang. Penelitian ini bertujuan untuk menganalisis pengalaman nasabah dalam menggunakan produk Bank Perekonomian Rakyat Unisritama serta mengidentifikasi faktor-faktor yang memengaruhi loyalitas. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara mendalam dengan nasabah aktif dan pihak manajemen, serta didukung observasi dan analisis dokumen. Analisis data dilakukan menggunakan Reflexive Thematic Analysis (RTA) untuk mengidentifikasi tema-tema utama dari pengalaman nasabah. Hasil penelitian menunjukkan bahwa loyalitas nasabah terbentuk melalui dua dimensi utama, yaitu pengalaman fungsional dan pengalaman relasional. Pengalaman fungsional tercermin dari kemudahan administrasi, kecepatan pelayanan, dan fleksibilitas prosedur kredit yang meningkatkan kepuasan. Sementara itu, pengalaman relasional dibangun melalui interaksi rutin, sistem penggajian internal (captive market), dan komunikasi langsung yang memperkuat kepercayaan serta kedekatan emosional. Kesimpulannya, loyalitas nasabah di BPR Unisritama memiliki karakteristik hibrida antara loyalitas struktural dan relasional, sehingga pengalaman nasabah menjadi strategi penting dalam menjaga daya saing dan keberlanjutan bank.
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