Analysis of the Influence of Communication and Commitment on the Trust of Savings Account Customers (Case Study of Bank Lampung KCP Way Jepara)

The purpose of this research is to examine how communication and commitment affect the trust of customers who have savings at Bank Lampung KCP Way Jepara. The quantitative method was used in this research. The Structural Equation Modelling (SEM) technique and the LISREL 8.8 program were used, and 250 respondents were randomly selected. The research results show that, with path coefficient values exceeding the significance threshold, communication has a significant influence on commitment and trust. Commitment also shows positive evidence towards customer trust, demonstrating its role as a link between communication and trust. The results show that affective communication includes transparency, constructive feedback, and the dissemination of clear information, as well as the banks’s commitment to providing innovative and consistent services that build customer trust. This research emphasizes the importance of an integrated communication strategy and the ongoing commitment of Bank Lampung KCP Way Jepara to enhace customer loyalty amidst the competitive financial industry.