INDRIANI, FITRIA (2018) PENGARUH AKTIVITAS CUSTOMER RELATIONS TERHADAP KEPUASAN NASABAH PT BANK ARTHA GRAHA INTERNASIONAL, Tbk CABANG CIPULIR. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Bank is an economic institution that serves people to get a better life. The banking competition which is getting tougher makes the company focus on implementing customer relations activities to get customer satisfaction. PT Bank Artha Graha Internasional, Tbk of Cipulir Branch try to get customer satisfaction by conducting customer relations activities. The concept of this research used customer relations theory by Fraser P. Seitel and customer satisfaction theory according by Maslow. This research used a quantitative approach with causal explanation design. The method used is survey by distributed questionnaires consist of 20 positive statements with measurement of likert scale. The population is 484 customers PT Bank Artha Graha Internasional, Tbk of Cipulir Branch with used slovin technique that give result of sample is 83 customers. The sample allocation used proportional random sampling technique so it can be generalized to the population. The results of this study show that the influence of customer relations activities (variable X) on customer satisfaction (variable Y) PT Bank Artha Graha Internasional, Tbk of Cipulir Branch is 45.3%, while the rest of 54.7% are influenced by other factors. Pearson correlation value of 0.673 show that there is a strong positive relationship between the two variables. This research concluded that PT Bank Artha Graha Internasional, Tbk of Cipulir Branch has positive value to customer satisfaction, especially because The marketing team has run the activities of customer relations well. PT Bank Artha Graha Internasional, Tbk of Cipulir Branch should always develop customer relations activities to get customer satisfaction Bank merupakan lembaga keuangan resmi yang berlandaskan demokrasi ekonomi untuk meningkatkan taraf hidup masyarakat. Persaingan perbankan yang semakin ketat mengarahkan fokus perusahaan untuk menerapkan aktivitas customer relations dalam mencapai kepuasan nasabah. PT Bank Artha Graha Internasional, Tbk Cabang Cipulir berupaya untuk meningkatkan kepuasan nasabah salah satunya dengan cara menjalankan aktivitas customer relations. Konsep penelitian ini menggunakan landasan teori yang diungkapkan oleh Fraser P. Seitel tentang customer relations dan teori kepuasan pelanggan menurut Maslow. Penelitian ini menggunakan pendekatan kuantitatif dengan paradigma postivisme dan desain kausal eksplanatif. Metode survei dengan penyebaran kuesioner berisi 20 butir pernyataan positif dengan pengukuran skor jawaban menggunakan skala likert. Jumlah populasi adalah 484 nasabah PT Bank Artha Graha Internasional, Tbk Cabang Cipulir dengan menggunakan teknik slovin diperoleh sampel berjumlah 83 nasabah. Alokasi sampel menggunakan teknik proportional random sampling sehingga dapat digeneralisasi terhadap populasi. Hasil penelitian ini menunjukkan bahwa pengaruh aktivitas customer relations (variabel X) terhadap kepuasan nasabah (variabel Y) PT Bank Artha Graha Internasional, Tbk Cabang Cipulir adalah sebesar 45,3%, sedangkan sisanya 54,7% dijelaskan oleh model lain di luar penelitian ini. Nilai korelasi Pearson sebesar 0,673 menunjukkan bahwa adanya hubungan yang kuat positif (searah) antara kedua variabel tersebut. Penelitian ini menyimpulkan bahwa PT Bank Artha Graha Internasional, Tbk Cabang Cipulir memiliki nilai positif terhadap kepuasan nasabah, serta segenap manajemen khususnya tim marketing telah menjalankan aktivitas customer relations dengan baik. PT Bank Artha Graha Internasional, Tbk Cabang Cipulir hendaknya senantiasa mengembangkan aktivitas customer relations agar dapat meningkatkan kepuasan nasabah.
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