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ANALISIS PENGARUH KUALITAS PELAYANAN PERBANKAN TERHADAP KEPUASAN NASABAH PADA PT. BANK NIAGA, TBK.

(KANTOR CABANG KALIMALANG BEKASI)


Melly Agustin SE Jl. Cut Mutia 01/02 No. 4 Kel. Sepanjang Jaya - Kec.Rawalumbu Bekasi Timur 17114 Unique_mey@yahoo.com

Abstrak : Tujuan dari penelitian ini adalah untuk mengukur pengaruh kualitas pelayanan terhadap kepuasan pada nasabah PT. Bank Niaga, Tbk. (Kantor Cabang Kalimalang Bekasi). Metode yang digunakan adalah Analisis Deskriptif, Metode Regresi, Uji Validitas dan Reliabilitas, Uji Hipotesis dan Uji F-Test. Dan hasil yang di dapat dari penelitian tersebut adalah bahwa nasabah PT. Bank Niaga, Tbk. (Kantor Cabang Kalimalang Bekasi), pada Metode Regresi (Uji Responsiveness) terdapat penurunan kepuasan nasabah. Kata Kunci : Kualitas, Kepuasan Nasabah

PENDAHULUAN Persaingan perbankan pada saat ini sangat ketat. Untuk itu menuntut setiap bank untuk mempertahankan atau mendapatkan nasabah baru. Pentingnya faktor pelayanan memang tidak dapat di hindari oleh bank, karena bisnis perbankan merupakan bisnis layanan (service). Bank-bank yang memberikan layanan lebih baik yang akan dicari oleh para nasabah. Dan ketidakpuasan nasabah akan mudah sekali membuat para nasabah tersebut pindah ke bank lain.

Untuk itu penulis melakukan penelitian sebagai mengukur pengaruh tingkat kepuasan terhadap rekomendasi nasabah terhadap bank dan tentunya untuk mengetahui pangaruh kualitas pelayanan terhadap kepuasan pada nasabah. Bolton and Drew,1991; Cronin and Taylor,1992;Taylor and Baker,1994;Spreng and Mackoy,1996,Customer Service Quality in The Greek Cypriot Banking Industry: Customer satisfaction in another important aspect for service organizations and is highly related with service quality. Zeithaml,Valerie.A.,Parasuraman,A.,Berry,Leonard.,1990,Delivering Quality Service: Balancing Customer Perception and Expectations: Terdapat 10 kriteria yang dapat digunakan untuk menilai kualitas pelayanan : Tangible, Responsiveness, Competence, Courtesy, Credibility, Security, Access, Communication, and Understanding The Customer. A.Subonteng et,al,Relationship Between Online Service Quality and Customer Satisfaction: Service quality can be defined as the difference between customers expectation for service performance prior to the service encounter and their perception of the service received.

METODE PENELITIAN Untuk populasi dalam penelitian ini adalah semua nasabah PT. Bank Niaga, Tbk Cabang Kalimalang Bekasi. Data yang dikumpulkan adalah dengan metode probability sampling dan menggunakan purposive sampling, dimana pengambilan sampel populasi dilakukan secara acak. Variabel penelitian terdiri dari : Variabel Bebas (Independent Variable) : X1(Tangibles), X2(Reliability), X3(Responsiveness), X4(Assurance)dan X5(Empathy). Variabel Terikat (Dependent Variable) : Y Metode analisis data ; Analisis Deskriptif, Digunakan untuk menyusun data yang jumlahnya relative banyak kedalam suatu table frekwensi. Uji Validitas, Tujuannya adalah agar data yang diambil benar-benar valid, yakni benar-benar mengukur apa yang hendak diukur. Uji Reliabilitas, Digunakan untuk mengukur suatu kuesioner yang merupakan indicator dari variable. Kuesioner dikatakan reliable, jika jawaban seseorang gerhadap pertanyaan adalah konsisten atau stabil dari waktu ke waktu. Metode Regresi, Digunakan antara satu Dependent Variable (Variabel Terikat) dengan beberapa (lebih dari satu) Variable Independent (Variabel Bebas) Uji Hipotesis, Untuk mengetahui ada tidaknya perbedaan antara pendapat dan harapan nasabah terhadap kualitas pelayanan.

Uji F-Test, Digunakan untuk menguji hubungan 2 variabel bebas secara bersamasama dengan variable terikat.

HASIL DAN PEMBAHASAN Populasi yang diambil sebanyak 100 orang.

Uji Validitas XI ( TANGIBLES ) RELIABILITY ANALYSIS - SCALE ( ALPHA ) N of Cases = 100,0


Summary Item Statistics Maximum / Mean Item Means Item Variances Inter-Item Covariances Inter-Item Correlations 5.323 .970 .422 .435 Minimum Maximum Range 5.130 .871 .327 .359 5.430 1.084 .471 .485 .300 .213 .144 .127 Minimum 1.058 1.245 1.442 1.353 Variance .028 .012 .005 .004 N of Items 3 3 3 3

The covariance matrix is calculated and used in the analysis.

Item-Total Statistics Scale Scale Mean if Item Deleted P1 P2 P3 10.56 10.84 10.54 Variance if Item Deleted 2.976 2.479 2.897 Corrected Item-Total Correlation .496 .574 .478 Squared Multiple Correlation .259 .330 .236 Cronbach's Alpha if Item Deleted .630 .528 .651

Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha .698 .698 3

Dengan Uji Validitas didapatkan nilai Alpha = 0,698. Tingkat signifikansi 5% di dapat dari table r = 0,1279. Dengan r hitung > r table (0,1279) bernilai positif, maka hasilnya adalah valid.

Uji Validitas X2 (RELIABILITY) RELIABILITY ANALYSIS - SCALE ( ALPHA ) N of Cases = 100,0 Summary Item Statistics Maximum / Mean Item Means Item Variances Inter-Item Covariances Inter-Item Correlations 5.368 1.255 .635 Minimum 4.930 .856 .467 Maximum 5.750 1.884 .864 Range .820 1.028 .396 Minimum 1.166 2.201 1.849 .120 .201 .020 4 4 4 Variance N of Items

.519

.439

.564

.125

1.285

.002

The covariance matrix is calculated and used in the analysis. ]Item-Total Statistics Scale Scale Mean if Item Deleted P4 P5 P6 P7 16.18 15.72 15.97 16.54 Variance if Item Deleted 7.927 8.628 7.343 6.392 Corrected Item-Total Correlation .641 .580 .671 .628 Squared Multiple Correlation .411 .354 .452 .406 Cronbach's Alpha if Item Deleted .746 .776 .729 .764

Reliability Statistics Cronbach's Alpha .804 Cronbach's Alpha Based on Standardized Items .812 N of Items 4

Reliability Coefficients 4 items

Dengan Uji Reliability didapat nilai Alpha = 0,804, Standardized Item Alpha = 0,812. Dengan r hitung > r table (0,1279) bernilai positif, maka hasilnya adalah valid.
Uji Validitas X3 ( Responsiveness ) RELIABILITY ANALYSIS - SCALE ( ALPHA ) N of Cases = 100,0 Summary Item Statistics Maximum / Mean Item Means Item Variances Inter-Item Covariances 5.323 1.448 1.059 Minimum 5.190 1.287 .962 Maximum 5.460 1.634 1.114 Range .270 .347 .152 Minimum 1.052 1.270 1.158 Variance .018 .031 .006 N of Items 3 3 3

Inter-Item .734 .711 .759 Correlations The covariance matrix is calculated and used in the analysis. Item-Total Statistics Scale Scale Mean if Item Deleted 10.78 10.51 10.65 Variance if Corrected Item-Total

.048

1.067

.000

Squared Multiple

Cronbach' s Alpha if Item Deleted .843 .859 .831

P8 P9 P10

Item Deleted Correlation Correlation 5.284 .791 .628 5.121 4.634 .769 .805 .592 .650

Cronbach's Alpha

Cronbach's Alpha Based on Standardized Items .891 .892

Reliability Coefficients 3 items

Dengan Uji Responsiveness didapat Alpha = 0,891, Standardized Item Alpha = 0,892. Dengan r hitung > r table (0,1279) bernilai positif, maka hasilnya adalah valid.
Uji Validitas X4 (Assurance) RELIABILITY ANALYSIS - SCALE ( ALPHA ) N of Cases = 100,0 Summary Item Statistics Maximum / Mean Item Means Item Variances Inter-Item Covariances 5.538 1.241 .715 Minimum 5.380 1.091 .567 Maximum 5.700 1.450 .802 Range .320 .359 .235 Minimum 1.059 1.329 1.415 Variance .020 .026 .008 N of Items 4 4 4

Inter-Item Correlations

.578

.468

.620

.152

1.323

.003

The covariance matrix is calculated and used in the analysis. Item-Total Statistics

Scale Mean if Item Deleted P11 P12 P13 P14 16.68 16.77 16.55 16.45

Scale Variance if Item Deleted 8.341 7.351 8.189 8.169

Corrected Item-Total Correlation .658 .726 .713 .632

Squared Multiple Correlation .460 .528 .510 .418

Cronbach's Alpha if Item Deleted .812 .783 .791 .824

Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items .845 .846

Reliability Coefficients 4 items

Dengan Uji Assurance didapat Alpha = 0,845, Standardized Item Alpha = 0,846. Dengan r hitung > r table (0,1279) bernilai positif, maka hasilnya adalah valid.
Uji Validitas X5 ( Empathy ) RELIABILITY ANALYSIS - SCALE ( ALPHA ) N of Cases = 100,0 Summary Item Statistics Maximum / Minimum 1.038 1.144 1.304 1.302

Mean Item Means Item Variances Inter-Item Covariances Inter-Item Correlations Item-Total Statistics Scale Mean if Item Deleted P15 P16 P17 P18 Scale 5.438 .970 .561 .579

Minimum 5.320 .899 .491 .503

Maximum 5.520 1.028 .640 .655

Range .200 .129 .149 .152

Variance .007 .004 .004 .004

N of Items 4 4 4 4

Corrected Item-Total Correlation .689 .670 .723 .649

Squared Multiple Correlation .509 .475 .542 .465

Cronbach' s Alpha if Item Deleted .801 .810 .787 .819

Variance if

Item Deleted 16.43 6.126 16.23 16.31 16.28 6.482 6.196 6.305

Reliability Statistics Cronbach's Cronbach's Alpha .846 Reliability Coefficients 4 items Alpha Based on Standardized Items .846 N of Items 4

Dengan Uji Empathy didapat Alpha = 0,846, Standardized Item Alpha = 0,846. Dengan r hitung > r table (0,1279) bernilai positif, maka hasilnya adalah valid.

Model Summary untuk XI, X2 , X3, X4 dan X5 Model Summary Adjusted R Square 1 .644(a) .414 .383 Std. Error of the Estimate .724

a Predictors: (Constant), Empathy, Reliability, Tangibles, Responsiveness, Assurance

Hasil Anova untuk XI , X2 , X3 , X4 dan X5 ANOVA(b) Sum of Model 1 Regression Residual Squares 34.886 49.304 df 5 94 Mean Square 6.977 .525 F 13.302 Sig. .000(a)

Total 84.190 99 a Predictors: (Constant), Empathy, Reliability, Tangibles, Responsiveness, Assurance b Dependent Variable: Y1

Hasil Coefficients untuk XI, X2 , X3 , X4 dan X5 Coefficients(a) Unstandardized Coefficients B 1 (Constant) Tangibles Reliability Responsiveness Assurance Empathy a Dependent Variable: Y1 1.360 .098 .065 -.076 .044 .070 Std. Error .600 .042 .028 .030 .036 .033 Standardize d Coefficients Beta .249 .249 -.267 .173 .248 2.267 2.369 2.334 -2.568 1.201 2.138 .026 .020 .022 .012 .233 .035

Model

Sig.

Dapat di lihat bahwa nilai R = 0,644 merupakan koefisian korelasi berganda antara variable tidak bebas (kepuasan nasabah) dengan himpunan variable bebas. Dan nilai R Square = 0,414. Persamaan Regresi : Y1 = 1,360 + 0,098 Tangibles + 0,065 Reliability 0,076 Responsiveness + 0,070 Empathy

Model Summary untuk Kepuasan Nasabah Model Summary Adjusted R Square Model 1 R ,587(a) R Square .344 .337 .851 Std. Error of the Estimate

a Predictors: (Constant), Y1 Hasil Anova untuk Kepuasan Nasabah ANOVA(b) Sum of Model 1 Regression Residual Total a Predictors: (Constant), Y1 b Dependent Variable: Y2 Squares 37.209 70.901 108.110 df 1 98 99 Mean Square 37.209 .723 F 51.431 Sig. .000(a)

Hasil Coefficients untuk Kepuasan Nasabah Coefficients(a) Model B 1 (Constant) Y1 a Dependent Variable: Y2 1.454 .665 Unstandardized Coefficients Std. Error .525 .093 Standardized Coefficients Beta .587 2.768 7.172 .007 .000 t Sig.

Dapat dilihat nilai R = 0,587 merupakan koefisien korelasi berganda antara variable tidak bebas dengan variable bebas yaitu kepuasan nasabah. Nilai R Square = 0,344. Persamaan Regresi : Y2 = 1,454 + 0,665 kepuasan nasabah. KESIMPULAN DAN SARAN Variabel Tangibles diukur dengan perlengkapan bank yang modern. Variable Reliability diukur dengan tepat waktunya bank dalam memenuhi janjinya. Variable Empathy diukur dengan perhatian secara personal kepada nasabah-nasabahnya. Variable Assurance diukur dengan karyawan bank yang sopan, pengetahuan perbankan yang baik.Variable Responsiveness diukur dengan pelayanan yang baik dari karyawan bank. Bank harus sangat memperhatikan tingkat kepuasan nasabah, karena dapat menjadi rekomendasi nasabah terhadap bank.

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