ANALISIS TINGKAT KEPUASAN NASABAH TERHADAP MOBILE BANKING BALE BY BTN MENGGUNAKAN METODE IMPORTANCE-PERFORMANCE ANALYSIS (IPA): STUDI KASUS PADA BANK BTN KCP UGM YOGYAKARTA

Ribka Novianty Illem, Dr. Agusta Ika Prihanti Nugraheni, S.E., MBA.

2026 | Tugas Akhir | D4 PERBANKAN

Perkembangan teknologi digital mendorong sektor perbankan untuk terus meningkatkan kualitas layanan berbasis elektronik, termasuk layanan mobile banking. Salah satu layanan digital yang dikembangkan oleh Bank BTN adalah Bale by BTN. Penelitian ini bertujuan untuk menganalisis tingkat kepuasan nasabah terhadap layanan mobile banking Bale by BTN menggunakan metode Importance Performance Analysis (IPA) pada nasabah Bank BTN KCP UGM Yogyakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada 100 responden pengguna Bale by BTN yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan metode Importance Performance Analysis (IPA) dengan membandingkan tingkat kepentingan dan tingkat kinerja pada setiap atribut layanan. Instrumen penelitian terdiri atas dimensi fulfillment, responsiveness, compensation, efficiency, system availability, privacy, dan contact. Hasil penelitian menunjukkan bahwa secara umum layanan mobile banking Bale by BTN telah mampu memenuhi harapan nasabah dengan cukup baik. Nilai rata-rata tingkat kepentingan sebesar 4,0624 lebih tinggi dibandingkan tingkat kinerja sebesar 3,3764, yang menunjukkan masih terdapat kesenjangan antara harapan dan kinerja layanan. Hasil diagram kartesius IPA menunjukkan bahwa beberapa atribut berada pada Kuadran I sebagai prioritas utama perbaikan, sedangkan beberapa atribut lainnya berada pada Kuadran II yang perlu dipertahankan kualitas layanannya.

Advances in digital technology are driving the banking sector to continuously improve the quality of its electronic services, including mobile banking. One of the digital services developed by Bank BTN is Bale by BTN. This study aims to analyze customer satisfaction levels with Bale by BTN’s mobile banking services using the Importance-Performance Analysis (IPA) method among customers of Bank BTN’s UGM Yogyakarta Branch. This study employs a quantitative approach with data collection conducted through the distribution of questionnaires to 100 respondents who are users of Bale by BTN, selected using purposive sampling. Data analysis was conducted using the Importance Performance Analysis (IPA) method by comparing the importance and performance levels of each service attribute. The research instrument consisted of the dimensions of fulfillment, responsiveness, compensation, efficiency, system availability, privacy, and contact. The results of the study indicate that, in general, the Bale by BTN mobile banking service has been able to meet customer expectations quite well. The average importance score of 4.0624 is higher than the performance score of 3.3764, indicating that there is still a gap between expectations and service performance. The results of the IPA Cartesian diagram show that some attributes are in Quadrant I as top priorities for improvement, while others are in Quadrant II, where service quality needs to be maintained.

Kata Kunci : mobile banking, Bale by BTN, kepuasan nasabah, Importance Performance Analysis (IPA), kualitas layanan.