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
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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
Minimum Maximum Range
Minimum
Variance
N of Items
5.323
5.130
5.430
.300
1.058
.028
3
Item Variances
.970
.871
1.084
.213
1.245
.012
3
Inter-Item Covariances
.422
.327
.471
.144
1.442
.005
3
Inter-Item Correlations
.435
.359
.485
.127
1.353
.004
3
The covariance matrix is calculated and used in the analysis.
Item-Total Statistics Scale Scale Mean if Item Deleted
Corrected
Squared
Cronbach's
Variance if Item
Item-Total
Multiple
Alpha if Item
Deleted
Correlation
Correlation
Deleted
P1
10.56
2.976
.496
.259
.630
P2
10.84
2.479
.574
.330
.528
P3
10.54
2.897
.478
.236
.651
Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha .698
.698
3
Dengan Uji Validitas didapatkan nilai Alpha α = 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
Minimum
Maximum
Range
Variance
N of Items
Minimum
Item Means
5.368
4.930
5.750
.820
1.166
.120
4
Item Variances
1.255
.856
1.884
1.028
2.201
.201
4
Inter-Item
.635
.467
.864
.396
1.849
.020
4
Covariances Inter-Item Correlations
.519
.439
.564
.125
1.285
.002
4
The covariance matrix is calculated and used in the analysis. ]Item-Total Statistics Scale Scale Mean if Item Deleted
Corrected
Squared
Cronbach's
Variance if
Item-Total
Multiple
Alpha if Item
Item Deleted
Correlation
Correlation
Deleted
P4
16.18
7.927
.641
.411
.746
P5
15.72
8.628
.580
.354
.776
P6
15.97
7.343
.671
.452
.729
P7
16.54
6.392
.628
.406
.764
Reliability Statistics Cronbach's Alpha
Cronbach's Alpha Based on Standardized Items .812
.804
N of Items 4
Reliability Coefficients 4 items
Dengan Uji Reliability didapat nilai Alpha α = 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
Minimum
Maximum
Range
Minimum
Variance
N of Items
Item Means
5.323
5.190
5.460
.270
1.052
.018
3
Item Variances
1.448
1.287
1.634
.347
1.270
.031
3
Inter-Item Covariances
1.059
.962
1.114
.152
1.158
.006
3
Inter-Item .734 .711 .759 Correlations The covariance matrix is calculated and used in the analysis.
.048
1.067
.000
3
Item-Total Statistics Scale Scale Mean
Variance if
Corrected
Squared
Cronbach'
Item-Total
Multiple
s Alpha if Item
P8
if Item Deleted 10.78
Item Deleted Correlation Correlation 5.284 .791 .628
Deleted
P9
10.51
5.121
.769
.592
.859
P10
10.65
4.634
.805
.650
.831
.843
Cronbach's Alpha
Cronbach's Alpha Based on Standardized Items .891 .892
3
Reliability Coefficients 3 items
Dengan Uji Responsiveness didapat Alpha α = 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
Minimum
Maximum
Range
Minimum
Variance
N of Items
Item Means
5.538
5.380
5.700
.320
1.059
.020
4
Item Variances
1.241
1.091
1.450
.359
1.329
.026
4
Inter-Item Covariances
.715
.567
.802
.235
1.415
.008
4
Inter-Item Correlations
.578
.468
.620
.152
1.323
.003
4
Squared Multiple
Cronbach's Alpha if Item
The covariance matrix is calculated and used in the analysis. Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
P11
16.68
Item Deleted 8.341
P12
16.77
P13 P14
Corrected Item-Total Correlation
Correlation
Deleted
.658
.460
.812
7.351
.726
.528
.783
16.55
8.189
.713
.510
.791
16.45
8.169
.632
.418
.824
Reliability Statistics Cronbach's Alpha
Cronbach's Alpha Based on Standardized Items .845 .846
4
Reliability Coefficients 4 items
Dengan Uji Assurance didapat Alpha α = 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
Mean
Maximum
Range
Maximum / Minimum
5.438
5.320
5.520
.200
1.038
.007
N of Items 4
Item Variances
.970
.899
1.028
.129
1.144
.004
4
Inter-Item Covariances
.561
.491
.640
.149
1.304
.004
4
Inter-Item Correlations
.579
.503
.655
.152
1.302
.004
4
Item Means
Minimum
Variance
Item-Total Statistics Scale
Scale
Corrected
Mean if Item
Variance if
Item-Total
Multiple
Correlation
Correlation
Deleted
Squared
Cronbach' s Alpha if Item
P15
Item Deleted 16.43 6.126
.689
.509
Deleted .801
P16
16.23
6.482
.670
.475
.810
P17
16.31
6.196
.723
.542
.787
P18
16.28
6.305
.649
.465
.819
Reliability Statistics Cronbach's Cronbach's
Alpha Based on
Alpha
Standardized Items .846
N of Items .846
4
Reliability Coefficients 4 items
Dengan Uji Empathy didapat Alpha α = 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
Std. Error of the Estimate .383
.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
Mean df
Square 5
6.977
94
.525
Total 84.190 99 a Predictors: (Constant), Empathy, Reliability, Tangibles, Responsiveness, Assurance b Dependent Variable: Y1
F 13.302
Sig. .000(a)
Hasil Coefficients untuk XI, X2 , X3 , X4 dan X5 Coefficients(a) Unstandardized Coefficients
Model
B 1
Standardize d Coefficients
Std. Error
t
Sig.
Beta
(Constant) Tangibles
1.360 .098
.600 .042
.249
2.267 2.369
.026 .020
Reliability
.065
.028
.249
2.334
.022
-.076
.030
-.267
-2.568
.012
Assurance
Responsiveness
.044
.036
.173
1.201
.233
Empathy
.070
.033
.248
2.138
.035
a Dependent Variable: Y1
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
Std. Error of the Estimate
R Square ,587(a)
.344
.337
.851
a Predictors: (Constant), Y1 Hasil Anova untuk Kepuasan Nasabah ANOVA(b) Sum of Model 1
Squares
Mean df
Square
F
Regression
37.209
1
37.209
Residual
70.901
98
.723
108.110
99
Total a Predictors: (Constant), Y1 b Dependent Variable: Y2
51.431
Sig. .000(a)
Hasil Coefficients untuk Kepuasan Nasabah Coefficients(a) Model
Unstandardized Coefficients B
1
(Constant) Y1
Standardized Coefficients
Std. Error
1.454 .665
t
Beta .525 .093
.587
2.768 7.172
a Dependent Variable: Y2
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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Marketing Terms, American
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