Analisis faktor penentu kepuasan nasabah PT Bank BPD Jateng Cabang Semarang dengan model diskriminan
SUBYAKTO, Yoanita, Drs. Gunawan Adisaputro, MBA
2003 | Tesis | Magister ManajemenTujuan utama penelitian ini adalah untuk mengetahui variabel-variabel kualitas pelayanan yang menjadi pembeda antara nasabah yang puas di Bank BPD Jateng Cabang Semarang. Variabel kualitas pelayanan yang diteliti adalah: Tangibles, Reliability, Responsiveness, Assurance dan Empathy. Penelitian dilakukan dengan pendekatan survey dengan responden sebanyak 350 orang yang berasal dari, nasabah Tabungan Simpeda 131 orang, nasabah Tabungan Bima 126 orang, Nasabah Deposito 93 orang. Nasabah yang diteliti adalah nasabah yang memenuhi kriteria: aktif melakukan transaksi minimal dalam 2 tahun terakhir, dan menjadi nasabah tabungan atau nasabah deposito. Hasil penelitian menunjukkan : I) Kepuasan nasabah Bank BPD Cabang Semarang tergolong tinggi (3,5). 2) Pengujian hipotesis pertama penelitian dengan uji goodness of fit menunjukkan secara sigmfkan bahwa pelayanan Bangk BPD Jateng Cabang Semarang saat ini telah mampu memberikan kepuasan kepada para nasabahnya (Xehitung=122,01>x2tabd=3,84). 3) Atribut-atribut Tangibles (Xi), Reliability (X2), Responsiveness (X3), Assurance (X4) dan Empathy (X5) merupakan atribut penentu kepuasan nasabah Bank BPD Jateng Cabang Semarang. Fungsi diskriminan standar yang diperoleh adalah: W = —0.080X1 —0.271X2 +0.618X3 + 0.333X4 + 0.566X5 Fungsi diskriminan tersebut memiliki ketepatan prediksi yang tergolong tinggi yaitu 72.3%. Nilai cutplibagi nasabah yang Puas dan Tidak Puas adalah Zc=0. Saran yang dapat disampaikan kepada pihak manajemen Bank BPD Jateng Cabang Semarang adalah: I) Untuk lebih meningkatkan kepuasan para nasabahnya manajemen Bank BPD Jateng Cabang Semarang hams selalu meningkatkan kinerja abibut-abibut penentu kepuasan yaitu: Tangibles (Xi), Reliability (X2), Responsiveness (X3), Assurance (X4) dan Empathy (X5). 2) Atribut-atribut tangibles dan responsiveness dalam waktu segera hams ditingkatkan kualitas kinerjanya sehingga mampu memberikan meningkatkan kepuasan nasabah, karena selama ini kinerja kedua atribut masing tergolong kurang balk. Beberapa keterbatasan dari hasil penelitian ini antara lain: 1) model diskriminan yang diperoleh hanya didasarkan pada data responden yang diteliti pada tahun 2002, sehingga generalisasi model yang diperoleh ini masih perlu diuji, 2) Belum semua responden yang dirniliki oleh BPD Jateng diteliti, tetapi hanya nasabah yang dimiliki oleh BPD Jateng Cabang Semarang, 3) Atribut-atribut yang digunakan masih terbatas pada atribut kualitas pelayanan dari Parasuraman.
The main goal of this research is to know the distinguishing services quality variables among satisfied clients in Bank BPD Jateng Branch of Semarang. Service quality variable examined is Tangibles, Reliability, Responsiveness, Assurance and Empathy. Research was conducted by survey approach with respondents amount of 350 customers originated from, Simpeda Saving clients 131 persons, Bima Saving clients 126 persons, and Deposit clients 93 persons. Examined clients were clients who met criterion: being active in making transaction at least for last two years and to be clients of saving or deposit. Results of research showed that: (1) satisfaction of Bank BPD Jateng clients, Semarang Branch was high (3.5); (2) the testing of first hypothesis of research with goodness of fit test showed significantly that services of Bank BPD Jateng, Semarang Branch today has been able to give satisfaction to its clients (x2 statistic = 122.01 > x2 table = 3.84); (3) Tangibles (X1), Reliability (X2), Responsiveness (X3), Assurance (X4), and Empathy (X5) attributes were attributes of satisfaction determinant of Bank BPD Jateng, Branch of Semarang's clients. Standard discriminated function gained was: W = -0.080X1 — 0.271X2 + 0.618X3 + 0.333X4 + 0.566X5 That discriminant function has highly prediction precision that was 72.3%. Cut-off value for satisfied and dissatisfied clients were Zc 0. Recommendations that able to be conveyed to management of Bank BPD Jateng Branch of Semarang were: 1) To more increase satisfaction of its clients, management of Bank BPD Jateng, Branch of Semarang always had to increase the performances of satisfaction determinant attributes, that were: Tangibles (X1), Reliability (X2), Responsiveness (X3), Assurance (X4), and Empathy (X5). 2) Tangibles and responsiveness attributes in short times must be increased their performance so that capable in giving clients' satisfaction rise, due to as long as this time both attributes each other still poor. Several limitations of this research results among them were: 1) discriminant model obtained only was based upon respondents data examined in 2002, so that the generalization of this gained model needs to be checked, 2) not all respondents owned by Bank BPD Jateng were examined, but also clients whom owned by Bank BPD Jateng, Branch of Semarang, 3) attributes used were still restricted on services quality attributes from Parasuraman.
Kata Kunci : Customer Satisfaction, Discriminant Analysis, Cut Off