Analisis Beberapa Variabel Yang Mempengaruhi Keputusan Nasabah Dalam Memilih Produk Jasa Perbankan (Studi pada PT. Bank Internasional Indonesia Tbk, Cabang Makassar)

Authors

  • Nur Fatwa Sekolah Tinggi Ilmu Ekonomi Makassar Maju, Makassar
  • Chairul Ihsan Burhanuddin Sekolah Tinggi Ilmu Ekonomi Makassar Maju, Makassar

DOI:

https://doi.org/10.33509/jan.v20i1.4

Keywords:

Kualitas pelayanan, Produk jasa perbankan, Keputusan nasabah.

Abstract

Abstrak : Perbankan mempunyai peranan yang penting dalam perekonomian seiring dengan fungsinya untuk menyalurkan dana dari pihak yang mempunyai kelebihan dana kepada pihak-pihak yang membutuhkan dana. Apabila sistem keuangan tidak bekerja dengan baik, maka perekonomian menjadi tidak efisien dan pertumbuhan ekonomi yang diharapkan tidak akan tercapai. Penelitian ini bertujuan untuk menganalisis variabel paling dominan dan pengaruh variabel kualitas pelayanan, kemudahan fasilitas, produk, biaya, brand image, bunga dan kelengkapan, terhadap keputusan nasabah dalam memilih produk jasa perbankan di PT. Bank Internasional Indonesia Tbk, cabang Makassar. Metode yang digunakan dalam penelitian adalah asosiatif dengan melakukan survai terhadap seratus delapan puluh satu nasabah yang terdiri dari nasabah yang memilih menutup dan membuka rekening di PT. Bank Internasional Indonesia Tbk, cabang Makassar. Hasil dari penelitian ini menunjukkan bahwa faktor-faktor seperti kualitas pelayanan, kemudahan fasilitas, produk, biaya, bunga dan kelengkapan, berpengaruh signifikan terhadap keputusan nasabah dalam memilih produk jasa perbankan di PT. Bank Internasional Indonesia Tbk, cabang Makassar. Adapun faktor yang paling dominan adalah kualitas pelayanan.

Kata kunci : Kualitas pelayanan, Produk jasa perbankan, Keputusan nasabah.

 

Abstract : Banking has an important role in the economy along with the  function to channel funds from parties who have excess funds to the parties that need funds. If the financial system is not working properly, then the economy becomes inefficient and the expected economic growth will not be achieved. This study aims to analyze the most dominant variables and variables influence the  quality of service, ease of facilities, products, pricing, brand image, interest  and premium, against a decision in choosing products customers of banking services  at PT. Bank Internasional Indonesia Tbk, a branch of Makassar. The method of this research is a field survey by interviewing one hundred and eighty-one customers that consists of customers who has chosen to close and open accounts at Bank Internasional Indonesia Tbk, Branch of Makassar. The result of this study indicates that factors such as quality of services, ease of facilities, products, costs, interest and premium, has significantly influenced customers’ decisions in choosing a banking service product at PT. Bank Internasional Indonesia Tbk, Makassar branch. While, the most dominant factor is the quality  of services.

Keywords : Service quality, Bank service product, Customer’s decision.

Downloads

Download data is not yet available.

References

Buana, Widyo Pura. 2006. Cara Mudah Mengunakan SPSS Data Entry. Jakarta: Elex Media Komputindo.

Hurriyati, 2005. Bauran Pemasaran dan Loyalitas Konsumen. Cetakan ke- 1. Bandung: Alfabeta.

Kasmir, 2008. Bank dan Lembaga Keuangan Lainnya. Edisi Revisi. Cetakan ke-8. Jakarta: RajaGrafindo Persada.

Kuncoro, Mudrajat. 2004. Metode Kuantitatif. Yogyakarta: UPP AMP YKPN.

Puspa, Yan Pramadya. 1977. Kamus Hukum. Semarang: Aneka Ilmu.

Tjiptono, 2005. Pemasaran Jasa, Edisi pertama, Cetakan Pertama. Malang: Bayumedia Publishing.

Downloads

Published

2014-04-06

How to Cite

Fatwa, Nur, and Chairul Ihsan Burhanuddin. 2014. “Analisis Beberapa Variabel Yang Mempengaruhi Keputusan Nasabah Dalam Memilih Produk Jasa Perbankan (Studi Pada PT. Bank Internasional Indonesia Tbk, Cabang Makassar)”. Jurnal Administrasi Negara 20 (1):27-35. https://doi.org/10.33509/jan.v20i1.4.

Issue

Vol. 20 No. 1 (2014): Jurnal Administrasi Negara

Section

Articles

License

Policy for Journals That Offer Open Access

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).