SURYAWAN, WAFY FAHRUL (2024) PENGARUH PELAYANAN CUSTOMER SERVICE DANA TER-HADAP CITRA PERUSAHAAN PT. ESPAY DEBIT INDONESIA (Survei Terhadap Pengguna Dana Di Wilayah Kota Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In today's digital era, the quality of customer service is a crucial factor that greatly affects customer perception and satisfaction. Dana, as one of the leading digital finance platforms in Indonesia, relies heavily on effective customer service to maintain user image and trust. Tangerang is one of the dynamic urban areas, with the number of digital financial service users continuing to increase. The purpose of this study is that this study aims to find out the extent to which customer service has an effect on the corporate image of PT Espay Debit Indonesia. This research uses the theory of social penetration. This study uses a quantitative methodology, the positivism paradigm, with the type of explanatory research, using a survey method and a simple linear regression analysis test. The data in this study was taken from as many as 100 Tangerang residents aged 15 – 44 years. From the results of the study with the title of the research used by the researcher, namely "The Influence of Customer Service Dana on the Corporate Image of PT Espay Debit Indonesia.", it has a strong relationship level, which is between 0.800 – 1,000, this can be seen from the results of the analysis of the spearman correlation coefficient test with a correlation value of 0.869. It can be concluded that customer service is a very important thing that has an influence on the company's image at PT Espay Debit Indonesia. The finding that 79.8% of a company's image is affected by the quality of customer service indicates that companies should seriously invest in the training and development of customer service staff. By improving their skills in terms of reliability, responsiveness, assurance, empathy, and tangibles (physical evidence such as professional communication), companies can improve customer perception and increase satisfaction. Di era digital saat ini, kualitas pelayanan customer service menjadi faktor krusial yang sangat memengaruhi persepsi dan kepuasan pelanggan. Dana, sebagai salah satu platform keuangan digital terkemuka di Indonesia, sangat bergantung pada pelayanan pelanggan yang efektif untuk menjaga citra dan kepercayaan pengguna. Tangerang merupakan salah satu wilayah urban yang dinamis, dengan jumlah pengguna layanan keuangan digital yang terus meningkat. Tujuan dari penelitian ini adalah Penelitian ini bertujuan untuk mengetahui sejauh mana pelayanan customer service berpengaruh terhadap citra perusahaan dari PT Espay Debit Indonesia. Penelitian ini menggunakan teori penetrasi sosial. Penelitian ini menggunakan metodologi kuantitatif, paradigma positivisme, dengan jenis penelitian explanatory, menggunakan metode survei dan uji analisis regresi linier sederhana. Data pada penelitian ini diambil dari sebanyak 100 warga Tangerang berusia 15 – 44 tahun. Dari hasil penelitian dengan judul penelitian yang digunakan oleh peneliti yaitu “Pengaruh Pelayanan Customer Service Dana terhadap Citra Perusahaan PT Espay Debit Indonesia.”, memiliki tingkat hubungan yang kuat yaitu diantara angka 0.800 – 1.000 hal tersebut dapat dilihat dari hasil Analisa uji koefisien korelasi spearman dengan nilai korelasi sebesar 0.869. Hal ini dapat disimpulkan bahwa pelayanan customer service merupakan hal yang sangat penting yang memiliki pengaruh atas citra perusahaan itu di PT Espay Debit Indonesia. Temuan bahwa 79.8% citra perusahaan dipengaruhi oleh kualitas pelayanan customer service mengindikasikan bahwa perusahaan harus serius berinvestasi dalam pelatihan dan pengembangan staf customer service. Dengan meningkatkan keterampilan mereka dalam hal reliability (keandalan), responsiveness (kecepatan merespons), assurance (jaminan), empathy (empati), dan tangibles (bukti fisik seperti komunikasi profesional), perusahaan dapat memperbaiki persepsi pelanggan dan meningkatkan kepuasan. Kata kunci : Customer Service, Citra, Reliability, Responsive, Komunikasi.
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