OCTAVIANI, TRI AJENG (2020) PENGARUH KUALITAS LAYANAN MOBILE BANKING BCA TERHADAP KEPUASAN NASABAH BCA PADA MAHASISWA UNIVERSITAS MERCU BUANA FAKULTAS ILMU KOMUNIKASI (Program Studi : Marketing Communication and Advertising Reguler 2 Periode 2020). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Competition in various sectors cannot be avoided, including in the banking sector which is getting tougher in competition from day to day. The mobile banking service is one of the innovations in meeting the needs of banking services. Excellent service (service excellent) in electronic banking services is an important role in increasing customer satisfaction. The purpose of this research is to analyze the effect of the quality ofservices mobile banking which consists of e-SERVQUAL dimensions, namely efficiency, fulfillment, reability, privacy, responsiveness, compensation, and contact on customer satisfaction. The main theory used for service quality dimension variables is Zeithaml theory. The main theory of customer satisfaction variables uses Irawan's (2008) theory. The results showed that the correlation between service quality and customer satisfaction was at 0.777 which is a strong level. So, based on the results of hypothesis testing, there is an influence between service quality variables on customer satisfaction variables. The result of the T test for variable X, namely the quality of service, has a value of 11,513 where tcount is 11,513> from the ttable 1,988 so that (Ho) is rejected and (Ha) is accepted, meaning that there is an influence between the quality ofservices mobile banking on customer satisfaction. For R2 of 0.604 or 60.4%. This means that 60.4% of customer satisfaction is influenced by the quality ofservices mobile banking while the remaining 39.6% is influenced by other factors outside of research. Keywords: Excellent Service, Quality of Electronic Services, Mobile Banking, Customer Satisfaction, Banking Persaingan dalam berbagai sektor tidak dapat dihindari termasuk dalam sektor perbankan yang semakin hari semakin ketat dalam bersaing. Layanan mobile banking merupakan salah satu inovasi dalam memenuhi kebutuhan layanan perbankan. Pelayanan sempurna (service excellent) dalam layanan perbankan elektronik adalah peran penting untuk meningkatkan kepuasan pelanggan. Tujuan penelitian ini untuk menganalisis pengaruh kualitas layanan mobile banking yang terdiri dari dimensi e-SERVQUAL yaitu efficiency, fulfillment, reability, privacy, responsiveness, compensation, dan contact terhadap kepuasan nasabah. Teori utama yang digunakan untuk variabel dimensi kualitas layanan adalah teori Zeithaml. Untuk teori utama variabel kepuasan pelanggan menggunakan teori Irawan (2008). Hasil penelitian menunjukkan bahwa korelasi antara kualitas layanan dan kepuasan pelanggan berada pada 0,777 yaitu level kuat. Jadi, berdasarkan hasil pengujian hipotesis terdapat pengaruh antara variabel kualitas layanan terhadap variabel kepuasan pelanggan. Hasil uji T variabel X yaitu kualitas layanan memiliki nilai sebesar 11.513 dimana thitung sebesar 11.513 > dari nilai ttabel 1.988 sehingga (Ho) ditolak dan (Ha) diterima, artinya terdapat pengaruh antara kualitas layanan mobile banking terhadap kepuasan pelanggan. Untuk R2 sebesar 0,604 atau 60,4%. Hal ini berarti 60,4% kepuasan pelanggan dipengaruhi kualitas layanan mobile banking sedangkan sisanya yaitu 39,6% dipengaruhi oleh faktor lain diluar penelitian. Kata Kunci: Service Excellent, Kualitas Layanan Eletronik, Mobile banking, Kepuasan Pelanggan, Perbankan.
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