CD Skripsi

Analisis Kualitas Layanan Terhadap Kepuasan Nasabah Mobile Banking Brimo Di Pekanbaru Dengan Pendekatan Importance Performance Analysis (IPA)

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Digital services in Indonesia have experienced significant developments, one of which is in the financial services economy in the banking sector, one of the innovations applied by this banking sector is mobile banking, where mobile banking is useful for facilitating customer financial transactions. From the most mobile banking user data in 2022, BRI occupies the 2nd position with 26 percent points, but lately there have been several complaints from customers submitted directly through BRI bank social media accounts. These complaints can become a serious problem and have a bad impact on BRImo if not heeded. The purpose of this study is to determine the attributes of service quality that are considered important based on customer perception and determine the level of satisfaction with the quality of digital service of the BRImo application.
The method used is quantitative descriptive, the source of the data comes from respondents of BRI customers who use the BRImo application who are domiciled in Pekanbaru as many as 133 respondents. Measurement using the Importance Performance nalysis (IPA) analysis approach is used to determine the level of importance and level of performance of the digital service quality attributes of the BRImo application. Data was processed using validity tests and reliability tests with IBM SPSS 2 9 and Microsoft Excel 2010 software test tools.
Based on the IPA analysis, it was found that the attributes in the first quarter that were prioritized were 12, 15, 17, and 19. In quadrant II the attributes included include attributes 4, 7, 8, and 16 which must be maintained the quality of service. Attributes included in quadrant III include attributes 2, 3, 5, 9, 11, 13, 14 and 18 which are considered by customers to be less important and too exaggerated, but their performance is not too special. Attributes included in quadrant IV include attributes 1, 6 and 10 where customers consider service performance too exaggeratedThe results of the analysis of the Importance Performance Analysis (IPA) method show that the level of quality of BRImo mobile banking services has not fully met customer expectations. In importance performance analysis, we get service attributes that are in quadrant I of the cartesian diagram. Which attributes in the quadrant are highly recommended for customers to be improved in quality because this factor is considered important by customers while in its implementation these service attributes are still below customer expectations.



Keywords : IPA, Service Quality and Customer Satisfaction

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002110720

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002110720

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Vina

Versi lain/terkait

Lampiran Berkas

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