PENGARUH KUALITAS PELAYANAN BANK SYARIAH INDONESIA TERHADAP CITRA PERUSAHAAN (Survey pada Nasabah Bank Syariah Indonesia di KCP Jakarta Kedoya)

LESTARI, YUNITA (2026) PENGARUH KUALITAS PELAYANAN BANK SYARIAH INDONESIA TERHADAP CITRA PERUSAHAAN (Survey pada Nasabah Bank Syariah Indonesia di KCP Jakarta Kedoya). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The increasingly intense competition in the Islamic banking industry requires banks to provide high service quality in order to build a positive corporate image in the eyes of customers. This study aims to determine the effect of service quality on corporate image among customers of Bank Syariah Indonesia KCP Jakarta Kedoya. Service quality in this study refers to Kotler’s concept in Ruslan (2018), which consists of reliability, responsiveness, assurance, empathy, and tangibles,while corporate image refers to Ruslan (2018) as well as Firdauzia and Yunus (2021), which include personality, reputation, value, and corporate identity. This research employs a quantitative approach with a survey method using a closed-ended questionnaire distributed to 71 active customers selected through purposive sampling, and the data are analyzed using simple linear regression with the assistance of SPSS version 26. The results show that service quality has a positive and significant effect on corporate image, with a regression coefficient of 0.523 and a coefficient of determination of 24.3%, indicating thatservice quality explains 24.3% of the variance in corporate image, while the remaining 75.7% is influenced by other factors beyond this study. Dimensional analysis further reveals that responsiveness is the most prominent dimension of service quality in shaping the corporate image in the perception of customers. This study recommends that BSI’s Jakarta Kedoya Branch improve its customer service, particularly in terms of empathy and the consistency of service solutions, to strengthen the company’s image. Keywords: Service Quality, Corporate Image, Public Relations, Bank Syariah Indonesia Persaingan industri perbankan syariah yang semakin ketat menuntut bank untuk memberikan kualitas pelayanan yang baik guna membangun citra perusahaan yang positif di mata nasabah. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan terhadap citra perusahaan pada nasabah Bank Syariah Indonesia KCP Jakarta Kedoya. Kualitas pelayanan dalam penelitian ini mengacu pada konsep Kotler dalam Ruslan (2018) yang terdiri atas dimensi reliability, responsiveness, assurance, empathy, dan tangibles, sedangkan citra perusahaan mengacu pada konsep Ruslan (2018) serta Firdauzia dan Yunus (2021) yang meliputi personality, reputation, value, dan corporate identity. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner tertutup kepada 71 nasabah aktif yang dipilih dengan teknik purposive sampling, dan dianalisis menggunakan regresi linear sederhana dengan bantuan SPSS versi 26. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap citra perusahaan dengan koefisien regresi sebesar 0,523 dan koefisien determinasi 24,3%, yang berarti kualitas pelayanan mampu menjelaskan 24,3% variasi citra perusahaan, sedangkan 75,7% sisanya dipengaruhi faktor lain di luar penelitian. Berdasarkan analisis dimensi, responsiveness (ketanggapan) merupakan dimensi kualitas pelayanan yang paling menonjol dalam membentuk citra perusahaan di mata nasabah. Penelitian ini menyarankan agar BSI KCP Jakarta Kedoya meningkatkan pelayanan prima terutama pada aspek empati dan konsistensi solusi layanan untuk memperkuat citra perusahaan. Kata kunci: Kualitas Pelayanan, Citra Perusahaan, Public Relations, Bank Syariah Indonesia

Item Type: Thesis (S1)
NIM/NIDN Creators: 44222110003
Uncontrolled Keywords: Kualitas Pelayanan, Citra Perusahaan, Public Relations, Bank Syariah Indonesia
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.1 Banks/Bank, Perbankan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.1 Organizations/Manajemen Organisasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: khalimah
Date Deposited: 11 Jul 2026 04:05
Last Modified: 11 Jul 2026 04:05
URI: http://repository.mercubuana.ac.id/id/eprint/102384

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