Building Public Trust in Government-Owned Banking Products through Integrated Marketing Communication

Abstract

This study examines the role of Integrated Marketing Communication (IMC) in building public trust in government-owned banking products. Using a qualitative literature review approach, this research synthesizes relevant theories and empirical findings from reputable academic sources. The results show that public trust is influenced not only by financial performance but also by communication consistency, transparency, and the alignment between messages and actual service experiences. IMC serves as an integrative mechanism that aligns communication across multiple channels, creating consistent and credible perceptions among customers. The findings also indicate that IMC affects trust indirectly through mediating factors such as customer satisfaction, service quality, and perceived security. In the digital era, IMC becomes increasingly important in reducing information asymmetry and perceived risk while strengthening customer confidence. However, inconsistent communication may weaken trust. In government-owned banks, trust-building is more complex due to their dual role as commercial and public institutions, requiring communication that is both persuasive and accountable. This study concludes that IMC enhances trust through improved transparency, better customer experience, and reduced perceived risk. Its effectiveness depends on the integration of communication, service quality, and governance. A consistent and holistic communication strategy is essential to build long-term credibility and public trust.