Pemulihan Kepercayaan Nasabah Bank Syariah Pasca Kegagalan Layanan Digital: Analisis Komunikasi Krisis Dan Reputasi Perusahaan Pada Byond By BSI
DOI:
https://doi.org/10.71153/jimmi.v3i1.490Keywords:
Komunikasi Krisis, BYOND By BSI, Kepercayaan NasabahAbstract
Gangguan layanan digital merupakan tantangan serius bagi industri perbankan, terutama dalam menjaga kepercayaan nasabah. Penelitian ini bertujuan untuk menganalisis kegagalan layanan aplikasi BYOND by Bank Syariah Indonesia (BSI) serta strategi komunikasi krisis dan peran reputasi perusahaan dalam proses pemulihan kepercayaan nasabah. Penelitian ini menggunakan pendekatan kualitatif dengan metode literature review, studi kasus, yang memanfaatkan data sekunder berupa informasi resmi perusahaan, tampilan website, serta dokumentasi publik terkait gangguan layanan BYOND by BSI pada September 2025. Hasil pembahasan menunjukkan bahwa gangguan layanan digital berpotensi menimbulkan krisis kepercayaan apabila tidak disertai dengan komunikasi yang cepat dan transparan. Respons BSI melalui klarifikasi dan permintaan maaf resmi di website perusahaan mencerminkan penerapan prinsip komunikasi krisis yang bertanggung jawab. Selain itu, reputasi perusahaan berperan sebagai faktor penyangga yang membantu meredam dampak negatif gangguan layanan terhadap persepsi nasabah. Penelitian ini menegaskan pentingnya integrasi antara pemulihan teknis, komunikasi krisis, dan pengelolaan reputasi dalam menjaga keberlanjutan perbankan digital syariah.
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