PERAN BAHASA MANADO MELAYU DALAM PELAYANAN NASABAH PENSIUNAN DI BNI CABANG MANADO

Abstract

Banking services for retired customers require an adaptive, empathetic, and contextual communication approach, given the characteristics of old age and the socio-cultural background inherent in this group. In Manado City, most retired customers use Manado Malay as their primary language in daily life. This difference has the potential to create a communication gap that impacts service effectiveness. This study uses Roman Jakobson's theory of language function. The results show that the use of Manado Malay plays a significant role in improving customer understanding, building emotional closeness, and creating a sense of comfort and trust in service interactions. In particular, the emotive, conative, and metalingual functions of language appear to be dominant in banking service practices, where regional languages serve not only as a means of conveying information but also as a means of building more humanistic interpersonal relationships.