PENGARUH KUALITAS JASA PERBANKAN PADA KEPUASAN NASABAH DI BANK NIAGA CILEGON

Wisudantoro, Didik, B.M. Purwanto, Dr., M.B.A.

2008 | Tesis | S2 Magister Management

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan Bank Niaga Cabang Cilegon pada Kepuasan Nasabah (Customer Satisfaction). Dimensi kualitas jasa disini terdiri dari enam dimensi yaitu Responsiveness, Emphaty, Staff Conduct, Access, Communication dan Reliability. Populasi dalam penelitian ini adalah seluruh customer Bank Niaga yang berada di wilayah Cilegon. Penulis mengambil sampel sebanyak 100 orang dengan menggunakan metode convenience sampling. Metode pengumpulan data primer menggunakan kuesioner yang diukur dengan skala likert. Hipotesis pada penelitian ini diuji dengan menggunakan software SPSS 11.5 melalui uji regresi linear. Hasil dari regresi linear memperlihatkan bahwa variabel yang berpengaruh signifikan terhadap Kepuasan Nasabah Bank Niaga Cilegon (Customer Satisfaction) adalah Responsiveness, Emphaty, Acces dan Reliability. Sedangkan Staff conduct dan communication tidak berpengaruh secara signifikan terhadap kepuasan nasabah. Dari semuanya emphaty adalah variabel independent yang paling besar nilai mean nya, didukung nilai koefisien regresi yang paling tinggi emphaty merupakan variabel independent yang paling penting. Kata kunci : Perceived Service, Customer Satisfaction, Responsiveness, Emphaty, Staff Conduct, Access, Communication dan Reliability.

The goal of this research is to analize the influences of Bank Niaga's service quality at branch Cilegon toward customer satisfaction. This service quality analized in its six dimension such as: Responsiveness, Emphaty, Staff Conduct, Access, Communication dan Reliability. The populations in this research are all of Bank Niaga's customer in Cilegon's area. 100 peoples captured as sample using convenience sampling method. Questionnaire applied for primer data gathering and measured by Lickert Scale. Hypothesis's was assessed using SPSS 11.5 through linear regression. The result of linear regression shows that the service quality's dimensions significantly influencing toward customer satisfaction are Responsiveness, Emphaty, Acces and Reliability. In the other side Staff Conduct and Communication are such dimensions that not significantly influencing service quality. Among those dimensions, Empathy shows up as the most important variable/dimension which has the bigest value in mean number and regression coefficient. Key word: Service Quality , Customer Satisfaction, Responsiveness, Emphaty, Staff Conduct, Access, Communication, Reliability.

Kata Kunci : Perceived Service, Customer Satisfaction, Responsiveness, Emphaty, Staff Conduct, Access, Communication, Reliability