<![CDATA[Declining public trust in cooperative-based financial institutions due to various cooperative-related issues poses a challenge for Credit Union Kerja Bermakna Berkarya in building and maintaining member trust. This study aims to analyze the persuasive communication strategies employed by employees of Credit Union Kerja Bermakna Berkarya in building member trust. This study uses a qualitative method with a case study approach. Data were obtained through in-depth interviews, observation, and documentation, and analyzed using Carl Hovland Persuasive Communication Theory, which consists of five stages: attention, comprehension, learning, acceptance, and retention. The findings show that persuasive communication strategies are implemented through personal approaches to attract members’ attention, messages tailored to their needs and understanding, information transparency, and responses to doubts by giving members space to consider their decisions. Communication continues after members join through direct interaction and personal WhatsApp communication, including information provision, reminders, and service convenience. The findings indicate that the three Hovland elements are interconnected in building and maintaining trust. An open, responsive, and continuous communication strategy plays an important role in establishing a trusting relationship between employees and members of Credit Union Kerja Bermakna Berkarya.]]>
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