Analisis Hubungan Pelayanan Prima Terhadap Kepuasan Nasabah Pada Bank Rakyat Indonesia Kantor Unit Klewer Kabupaten Sukoharjo, Jawa Tengah

LUTHFAN HAKIM, Anisa Nurpita, SE.,M.Ec.Dev.

2015 | Tugas Akhir | D3 EKONOMIKA TERAPAN SV

Pelayanan prima merupakan totalitas pelayanan yang diberikan secara sadar, terpadu dan konsisten mengacu pada standar kualitas pelayanan yang setinggi tingginya dengan maksud untuk memuaskan kebutuhan nasabah. Dengan pelayanan yang sangat baik tentunya nasabah akan merasa senang dan puas. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh tangibles realibility, responsiveness, assurance, emphaty terhadap kepuasan nasabah pada Bank Rakyat Indonesia kantor Unit Klewer, serta untuk mengetahui demografi nasabah. Penelitian ini mengunakan metode deskriptif kualitatif. Responden penelitian berjumlah 100 orang yang dipilih menggunakan random sampling. Dalam pengumpulan data, peneliti menggunakan metode kuesioner dan dilengkapi dengan wawancara, observasi dan dokumen. Sedangkan metode analisis yang digunakan adalah analisis korelasi spearman. Hasil menunjukkan bahwa demografi responden Bank BRI Unit Klewer berdasarkan jenis kelamin terbesar adalah laki-laki 60%, berdasarkan umur terbanyak 31-40 tahun 34%, berdasarkan pendidikan terbesar SMA/Sederajad 49% , berdasarkan pekerjaan, jumlah wiraswasta tertinggi 43% dan berdasarkan lama menjadi nasabah terbesar > 3 thn, sebesar 53%. Dari Uji Korelasi Spearmen : hubungan antara pelayanan prima dengan kepuasan ada hubungan positif yang signifikan. Variabel tangibles memiliki korelasi bermakna dengan signifikansi 0,013, dengan nilai korelasi sebesar 0,248; Variabel realibility memiliki korelasi bermakna dengan signifikansi 0,026, dengan nilai korelasi sebesar 0,223; Variabel responsiviness memiliki korelasi tidak bermakna dengan signifikansi 0,120, dengan nilai korelasi sebesar 0,156; Variabel assurance memiliki korelasi bermakna dengan signifikansi 0,003, dengan nilai korelasi sebesar 0,293; Variabel empathy memiliki korelasi bermakna dengan signifikansi 0,015, dengan nilai korelasi sebesar 0,243.

Service excellent is the totality of service that given consciously, integratedly and consistently refers to the standard of the highest service quality in order to satisfy the customers need. By the best service, it can make the customers feel excited and satisfied. The research was purposed to know and analyze the influence of tangibles, realibility, responsiveness, assurance, emphaty to wards customers satisfaction to Bank Rakyat Indonesia at Klewer Unit Office, and also to know the customers demography. The research used the method of qualitative descriptive. The respondents of the research amount 100 people that were chosen by random sample. In the data collection, the researcher used the quesioner method and completed by interview, observation and documents. Meanwhile, the analysis method used the analysis of corelation spearman. The result showed that the respondents demography of BRI Bank at Klewer Unit Office based on the gender were mostly men of 60%, based on the age were mostly 31-40 years old of 34%, based on the education were mostly Senior High School /the same degree of 49% , based on the occupation was 43% for the businessmen and based on the customers duration were mostly more than 3 years of 53%. Based on the experiment of correlation Spearmen : the correlation between the first-rate service and the satisfaction showed significantly positive correlation. Thetangiblesvariablehad the meaningful correlation by the significance of 0,013, by correlation showed amount 0,248;The realibility of variabel had correlation meaning by significance of 0,026, with the correlation value amount 0,223; The variable of responsiveness had the unmeaningful correlation by significance amount 0,120, with the correlation value amount 0,156; The assurance variable had the meaningful correlation by significance 0,003, with the correlation value amount 0,293; The empathy variable had the meaningful correlation by significance 0,015, by the correlation value amount 0,243.

Kata Kunci : Pelayanan prima, Kepuasan pelanggan