Analisis pengaruh Determinant of Bank Selection terhadap keputusan menjadi nasabah di PT Bank Tabungan Negara (Persero) :: Studi kasus Nasabah KPR Griya Utama Bank BTN Cabang Bandung

BIMAWAN, Djagat, Teguh Budiarto, Drs.,MIM

2005 | Tesis | Magister Manajemen

Seiring dengan perubahan kebijakan pengelolaan Badan Usaha Milik Negara oleh pemerintah sebagai pemilik perusahaan, Bank BTN sebagai sebuah Badan Usaha Milik Negara mengalami perubahan orientasi dari bank penyalur KPR subsidi menjadi bank umum yang fokus pada penyaluran Kredit Pemilikan Rumah non subsidi. Perubahan orientasi tersebut mengandung konsekuaensi bahwa Bank BTN harus menghadapi persaingan dengan bank-bank umum lain dalam memperebutkan porsi pasar KPR di Indonesia. Dalam kondisi persaingan industri perbankan yang semakin ketat dan agresif, maka tidak ada satu bank yang akan mampu menjadi leader yang dapat memenuhi seluruh kebutuhan nasabah (Zineldin, 1996). Mengidentifikasi faktor-faktor yang mempengaruhi keputusan nasabah dalam memilih suatu Bank merupakan salah satu kata kunci yang harus selalu diperhatikan oleh manajemen bank untuk menghadapi karakteristik lingkungan bisnis yang sangat turbulence dan kompetitif. Melalui penelitian ini, penulis menganalisis pengaruh determinants of bank selection yang terdiri atas service quality, credit availability & price competition, delivery system, promotion dan image/reputation terhadap keputusan nasabah untuk memilih KPR Griya Utama di Bank BTN. Penelitian dilakukan dengan menyebar kuesioner dan selanjutnya mengolah jawaban responden dengan menggunakan uji regresi dengan program bantu SPSS Ver. 12 for Windows Hasil yang diperoleh menunjukkan bahwa variabel-variabel dalam determinants of bank selection secara simultan berpengaruh terhadap keputusan menjadi nasabah KPR Griya Utama di Bank BTN. Variabel yang mempunyai tingkat pengaruh dominan adalah variabel reputation dan variable credit availability & price competition.

Government of Republic Indonesia via Ministry of BUMN, has made some adjustments on the State Owned Enterprise management policy to create a healthy and profitable companies. Bank BTN as one of State Owned Bank has shift its business orientation from subsidiary housing loan disbursement to the commercial bank, focus in non subsidiary housing loan. The business orientation changes may lead a consequence for Bank BTN to deal with the banking competition in order to gain the Indonesian housing loan market share. In tight and aggressive banking competition these days, no bank can offer all products or services that meet all customer’s needs and become the best or leading bank for all customers (Zineldin, 1996). One of the keyword that a bank management should pay a sensible attention in order to deal with turbulence and competitive business environment in banking industry is to identify numbers of factors which are influenced customer decision in selecting their bank. In this study, the author analyze the impact of determinants of bank selection, which are, service quality, credit availability & price competition, delivery system, promotion and image/reputation on the customer decision in selecting Griya Utama Housing Loan in Bank BTN. Empirical data were collected by administering survey to Griya Utama Housing Loan customer in Bank BTN Bandung Branch, and responses were analyzed with regression method using SPSS Ver. 12 for Windows. Results of a case detailed study show that determinants of bank selection are simultaneously and significantly have impact on customer decision in selecting Griya Utama Housing Loan in Bank BTN. Dominant variables are reputation and credit availability & price competition.

Kata Kunci : Perilaku Konsumen,Determinants of Bank Selection, Determinants of bank selection, consumer behavior, Regression