Strategi Komunikasi Interpersonal Dalam Mempertahankan Loyalitas Nasabah Di PT. Pegadaian (PERSERO) Cabang Medan Sunggal

Abstract

The lack of effective interpersonal communication at PT. Pegadaian (Persero) Cabang Medan Sunggal has led to a decline in customer loyalty, highlighting the need for appropriate communication strategies to build trust and maintain loyalty. This study aims to identify the interpersonal communication strategies used by employees to retain customer loyalty at PT. Pegadaian (Persero) Cabang Medan Sunggal. Using a descriptive qualitative method, data were obtained through interviews, observations, and documentation involving two employees and three customers. The results indicate that although employee communication tends to be friendly, time constraints, lack of patience, and low initiative in delivering information hinder communication effectiveness and reduce customer comfort. Supporting factors include employee friendliness and the use of digital media. It is concluded that improving interpersonal communication training and implementing empathetic approaches are necessary to strengthen customer trust and loyalty.