Analisis Pengaruh Pelayanan Prima Terhadap Kepuasan Nasabah Dan Loyalitas Nasabah Menggunakan Structural Equation Modeling (Studi Kasus Di Pt. Bank Rakyat Indonesia Kanca Malang Martadinata)

Achlam, SteffiMelati (2014) Analisis Pengaruh Pelayanan Prima Terhadap Kepuasan Nasabah Dan Loyalitas Nasabah Menggunakan Structural Equation Modeling (Studi Kasus Di Pt. Bank Rakyat Indonesia Kanca Malang Martadinata). Sarjana thesis, Universitas Brawijaya.

Abstract

Seiring Berkembangnya Zaman, Nasabah Tidak Lagi Hanya Mengukur Kualitas Bank Berdasarkan Produk-Produk Yang Ditawarkan, Melainkan Seberapa Bagus Pelayanan Yang Diberikan. Berdasarkan Hasil Bank Service Excellence Monitor (BSEM) 2014, Diketahui Bahwa BRI Berada Pada Peringkat Keempat. Dalam Survei Tingkat Kepuasan Dan Loyalitas Nasabah Perbankan, Yaitu Indonesian Bank Loyalty Award (IBLA) 2014, BRI Menempati Peringkat Ketiga. Hasil Survei Tersebut Mengindikasikan Bahwa Tingkat Kepuasan Dan Loyalitas Dari Nasabah BRI Masih Kurang. Hal Ini Didukung Oleh Data Jumlah Nasabah Yang Melakukan Transaksi Pinjaman Dan Simpanan Di BRI Cabang Malang Martadinata Pada Bulan Januari Hingga Desember 2013. Jumlah Peningkatan Nasabah Pinjaman Dan Nasabah Simpanan Tidak Terjadi Secara Signifikan, Yaitu Di Bawah 2,5% Di Setiap Bulannya. Bahkan, Terdapat Persentase Peningkatan Nasabah Yang Mendekati Angka 0%, Yang Berarti Hampir Tidak Terjadi Peningkatan Sama Sekali. Di Samping Itu, Persentase Peningkatan Nasabah Simpanan Di Bulan Agustus 2013 Menunjukkan Nilai Negatif (-1,23%). Penelitian Ini Bertujuan Untuk Mengetahui Pengaruh Pelayanan Prima Terhadap Kepuasan Nasabah Dan Loyalitas Nasabah. Metode Yang Digunakan Dalam Penelitian Ini Adalah Structural Equation Modeling (SEM). SEM Adalah Sebuah Metode Yang Merupakan Gabungan Dari Analisis Faktor Dan Analisis Regresi Berganda. Pada Penelitian Ini, Terdapat Tiga Konstruk Yang Digunakan, Yaitu Pelayanan Prima, Kepuasan Nasabah, Dan Loyalitas Nasabah. Setiap Konstruk Tersebut Dijelaskan Oleh Indikator-Indikator Tertentu. Pelayanan Prima Terdiri Atas Tiga Indikator, Yaitu Layanan Frontliner (A1), Layanan Telepon (A2), Dan Fasilitas Fisik (A3). Kepuasan Nasabah Terdiri Atas Empat Indikator, Yaitu Rasa Senang (B1), Keluhan Pelanggan (B2), Pilihan Utama (B3), Dan Komunikasi (B4). Sementara Itu, Loyalitas Nasabah Terdiri Atas Lima Indikator, Yaitu Pembelian Berulang (C1), Pembelian Antarlini (C2), Informasi (C3), Rekomendasi, (C4) Dan Retensi (C5). Penggunaan Metode SEM Dalam Penelitian Ini Dilakukan Dengan Bantuan Software AMOS 22. Dari Hasil Analisis SEM Berdasarkan Data Kuesioner Yang Disebarkan Kepada 120 Responden, Diketahui Bahwa Pelayanan Prima Memiliki Pengaruh Terhadap Kepuasan Nasabah Dan Loyalitas Nasabah. Pengaruh Pelayanan Prima Terhadap Kepuasan Nasabah Adalah Sebesar 0,79 Dan Pengaruh Pelayanan Prima Terhadap Loyalitas Nasabah Adalah Sebesar 0,56. Kepuasan Nasabah Juga Memiliki Pengaruh Sebesar 0,49 Terhadap Loyalitas Nasabah. Indikator Pelayanan Prima Yang Berpengaruh Secara Signifikan Terhadap Kepuasan Nasabah Dan Loyalitas Nasabah Adalah Layanan Frontliner (A1) Dengan Nilai Korelasi 0,750 Dan Fasilitas Fisik (A3) Dengan Nilai Korelasi 0,674. Indikator Kepuasan Nasabah Yang Memiliki Pengaruh Signifikan Terhadap Loyalitas Nasabah Adalah Pilihan Utama (B3) Dengan Nilai Korelasi Sebesar 0,723 Dan Komunikasi (B4) Dengan Nilai Korelasi Sebesar 0,760. Indikator-Indikator Inilah Yang Kemudian Dikembangkan Sebagai Rekomendasi Yang Akan Diberikan Kepada BRI Cabang Malang Martadinata.

English Abstract

Nowadays, Customers Are No Longer Measuring The Quality Of The Bank Based On The Products Offered Only, But Also How Good Is The Service Provided. Based On The Result Of The Bank Service Excellence Monitor (BSEM) In 2014, BRI Was Ranked Fourth. In The Survey Of Banking Customer Satisfaction And Loyalty Levels, Namely The Indonesian Bank Loyalty Award (IBLA) 2014, BRI Ranked Third. The Survey Results Indicate That The Level Of Customer Satisfaction And Customer Loyalty In BRI Is Still Lacking. This Was Confirmed By The Number Of Customers Who Conduct Transactions In Loans And Savings In BRI Martadinata Branch Office Malang From January To December 2013. The Amount Of Increase In Loan Customer And Saving Customer Did Not Occur Significantly, Which Is Below 2.5% In Each Month. Moreover, There Is An Increasing Percentage Of Customers Around 0%, Which Means Nearly There Is No Increase At All. The Percentage Of Increase In Saving Customer On August 2013 Also Showed A Negative Value (-1.23%). This Study Aims To Determine The Effect Of Service Excellence On Customer Satisfaction And Customer Loyalty. The Method Used In This Study Is Structural Equation Modeling (SEM). SEM Is A Combination Method Of Factor Analysis And Multiple Regression Analysis. In This Study, There Are Three Constructs Used, Namely Service Excellence, Customer Satisfaction, And Customer Loyalty. Each Of The Construct Is Explained By Certain Indicators. The Service Excellence Consists Of Three Indicators Including Frontliner Services (A1), Telephone Services (A2), And Physical Facilities (A3). Customer Satisfaction Is Comprised Of Four Indicators Including Pleasure (B1), Customer Complaints (B2), Main Choice (B3), And Communication (B4). Meanwhile, Customer Loyalty Consists Of Five Indicators Including Repeat Purchases (C1), Cross Buying (C2), Information (C3), Recommendations (C4), And Retention (C5). The SEM Method In This Study Was Conducted Using AMOS 22 Software. From The Results Of SEM Analysis Based On A Questionnaire That Distributed To 120 Respondents, It Is Found That Service Excellence Has An Effect On Customer Satisfaction And Customer Loyalty. The Effect Of Service Excellence On Customer Satisfaction Was 0.79 And The Effect Of Service Excellence On Customer Loyalty Was 0.56. Customer Satisfaction Also Has An Effect On Customer Loyalty 0,49. Service Excellence Indicators That Significantly Affect Customer Satisfaction And Customer Loyalty Are Frontliner Services (A1) With Correlation Value Of 0.750 And Physical Facilities (A3) With Correlation Value Of 0.674. Indicators Of Customer Satisfaction That Have A Significant Effect On Customer Loyalty Are Main Choice (B3) With Correlation Value Of 0.723 And Communication (B4) With The Correlation Value Of 0.760. These Indicators Are Then Developed As Recommendations For BRI Martadinata Branch Office Malang.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FT/2014/751/051500269
Subjects: 600 Technology (Applied sciences) > 670 Manufacturing
Divisions: Fakultas Teknik > Teknik Industri
Depositing User: Budi Wahyono Wahyono
Date Deposited: 20 Jan 2015 09:12
Last Modified: 22 Oct 2021 01:35
URI: http://repository.ub.ac.id/id/eprint/143089
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