Peranan public relations influencer terhadap perilaku nasabah dalam menggunakan mobile banking Bank Syariah Indonesia (BSI)

Abstract

This study aims to analyze the role of Public Relations (PR) influencers on customer behavior in using Bank Syariah Indonesia (BSI) mobile banking. Along with the development of technology and social media, influencers have become an important part of PR strategies, especially in attracting attention and building customer trust. The research method used is qualitative descriptive with a literature review approach. The results of the study show that influencers help improve customer understanding of the features and benefits of mobile banking services while addressing concerns about transaction security. Content relevance, influencer credibility, and active interaction with the audience play a major role in increasing interest and adoption of digital services. However, challenges such as low digital literacy and audience boredom due to monotonous campaigns need to be considered. BSI is advised to be more selective in choosing influencers and continue to innovate in campaigns to remain effective. In addition, education about application security and the socialization of digital literacy needs to be intensified to strengthen trust and increase customer loyalty. These findings confirm that the right influencer PR strategy can play a significant role in strengthening the adoption of mobile banking services and building long-term relationships with customers.