Analisis Strategi Bank Sumut KCP Pangkalan Brandan dalam Meningkatkan Minat Nasabah Menggunakan Pembayaran Berbasis QRIS

Abstract

This study aims to determine the strategies implemented by Bank Sumut KCP Pangkalan Brandan in increasing customer interest in using QRIS-based payments. This study also aims to identify the obstacles faced by the bank in introducing and increasing the use of QRIS among customers and merchants. This study uses a qualitative method with data collection techniques consisting of observation, interviews, and documentation. The research subjects are employees responsible for customer service, marketing, and digital banking services at Bank Sumut KCP Pangkalan Brandan. The results show that Bank Sumut KCP Pangkalan Brandan uses several strategies to increase customer interest in QRIS, including direct education, personal service, promotion, assistance to merchants, explanation of transaction benefits, and encouragement to use digital banking services. The bank also introduces QRIS as a practical payment method that can reduce the need for cash transactions and make transaction records easier. The strategy is supported by the increasing use of smartphones and digital payment services among the community. The main obstacles include some customers who are still accustomed to cash payments, limited understanding of QRIS among certain groups, concerns about transaction security, internet connection problems, and the need for continuous education. The study concludes that education, good service, merchant assistance, and continuous promotion are important strategies for increasing customer interest in QRIS-based payments.