Pengaruh promosi model EWOM dan kualitas pelayanan terhadap keputusan nasabah pembiayaan di Bank Syariah Mandiri KC Ujung Berung Bandung

Noor, Qur'ani (2018) Pengaruh promosi model EWOM dan kualitas pelayanan terhadap keputusan nasabah pembiayaan di Bank Syariah Mandiri KC Ujung Berung Bandung. Masters thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA: Masyarakat cenderung melakukan keputusan penggunaan jasa perbankan syariah termasuk jasa pembiayaan berdasarkan kejelasan informasi yang diberikan pihak bank syariah, beberapa nasabah masih ragu-ragu untuk memutuskan menjadi nasabah pembiayaan di bank syariah karena kurang mengetahui informasi tentang bank syariah, , manajemen perbankan juga harus memperbaiki kualitas layanan kepada calon nasabah dan nasabahnya, sehingga mereka menjadi tergerak dan termotivasi untuk menggunkan Jasa Perbankan Syariah khususnya di bank Syariah Mandiri Cabang Ujung Berung Bandung. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh promosi model EWOM dan kualitas pelayanan terhadap keputusan nasabah Pembiayaan di Bank Syariah Mandiri Kantor CabanUjung Beurung Kota Bandung, untuk mengetahui variabel mana yang dominan mempengaruhi keputusan menjadi nasabah pembiayaan. Teori yang digunakan untuk mendukung pembahasan dalam penelitian ini adalah teori dan konsep tentang promosi model EWOM, konsep dan teori tentang kualitas pelayanan serta teori dan konsep tentang keputusan nasabah dalam memilih bank untuk melakukan transaksi pembiayaan. Kerangka pemikiran dalam penelitian ini adalah bahwa keputusan menjadi nasabah perbankan syariah diawali oleh proses yang panjang, salahsatunya adanya promosi dan sosialisasi yang dilakukan manajemen bank, peningkatan kualitas layanan yang diberikan pihak bank sehingga menjadi daya tawar yang menarik bagi calon nasabah, tujuan akhirnya mendapatkan nasabah yang sebanyak-banyaknya termasuk nasabah pembiayaan. Metode pengumpulan data dilakukan dengan wawancara, daftar pertanyaan, serta studi dokumentasi. Model analisis data yang digunakan adalah analisis regresi liner berganda. Pengujian hipotesis secara simultan maupun parsial dilakukan dengan menggunakan sofware SPSS versi 20. Estimasi populasi penelitian ini berjumlah kurang lebih 411 orang. Penentuan jumlah sample dalam penelitian ini menggunakan rumus Slovin, yaitu berjumlah 100 orang. Hasil penelitian menunjukan bahwa Pengaruh Promosi Model E-Wom dan Kualitas Pelayanan terhadap keputusan menjadi nasabah Pembiayaan di Bank Syariah Mandiri KC Ujung Berung Bandung secara simultan memiliki pengaruh positif yang signifikan. Kemudian nilai koefisien korelasi (R) sebesar 0,737 menunjukkan bahwa terdapat hubungan yang cukup kuat antara Promosi Model E-Wom dan Kualitas Pelayanan terhadap Keputusan Nasabah Pembiayaan di Bank Syariah Mandiri KC Ujung Berung Bandung. Koefisien determinasi ( R Square ) sebesar 0,542 menunjukkan bahwa kontribusi Promosi Model E-Wom dan Kualitas Pelayanan terhadap Keputusan Nasabah di Bank Syariah Mandiri KC Ujung Berung Bandung sebesar 54,2%, sedangkan sisanya 45,8% merupakan kontribusi variabel lain yang tidak dibahas dalam penelitian ini. Hasil penelitian ini sekaligus mendukung dan menguatkan Penelitian sebelumnya yang dilakukan oleh Atanasius Hardian Permana Yoga. Judul Penelitian: “Pengaruh Bagi Hasil, Promosi, dan Kualitas Pelayanan Terhadap Keputusan Penggunaan Jasa Perbankan Syariah Tabungan Mudharabah”. Variabel Penelitian, Bebas: Bagi Hasil, Promosi, dan Kualitas Pelayanan, Terikat: Keputusan Penggunaan Jasa Perbankan, Alat Analisis, Regresi Berganda. Hasil Temuan, Bagi Hasil, promosi dan kualitas layanan memiliki pengaruh positif signifikan terhadap keputusan penggunaan jasa perbankan ENGLISH: The public tends to make decisions on the use of Islamic banking services including financing services based on the clarity of information provided by Islamic banks, some customers are still hesitant to decide to become financing customers in Islamic banks because they do not know the information about Islamic banks, banking management must also improve service quality to prospective customers and their customers, so they become motivated and motivated to use Islamic Banking Services, especially in Syariah Mandiri Bank Ujung Berung Branch Bandung. The purpose of this study was to determine and analyze the influence of EWOM model promotion and service quality on customer decisions. Financing at Bank Syariah Mandiri Caban Office, Ujung Beurung, Bandung City, to find out which variables predominantly influence the decision to become financing customers. The theory used to support the discussion in this study is the theory and concept of promotion of EWOM models, concepts and concepts about service quality as well as theories and concepts about customer decisions in choosing banks to conduct financing transactions. The framework of thought in this study is that the decision to become a sharia banking customer begins with a long process, one of which is the promotion and socialization carried out by bank management, improving the quality of services provided by the bank so that it becomes an attractive bargaining power for prospective customers, the ultimate goal of getting customers who as much as possible including financing customers. Data collection methods are carried out by interviews, questionnaires, and documentation studies. The data analysis model used is multiple linear regression analysis. Hypothesis testing both simultaneously and partially is done using SPSS version 20 software. The estimated population of this study is approximately 411 people. Determination of the number of samples in this study using the Slovin formula, the number of samples of this study amounted to 100 people. The results showed that the Influence of E-Wom Model Promotion and Service Quality on the decision to become a customer Islamic banking financing in Mandiri Syariah Bank KCP Ujung Berung had a significant positive effect. Then the coefficient of determination (R Square) of 0.542 or 54.2%, this indicates that there is a fairly strong relationship between the Promotion of the E-Wom Model and Service Quality on the decision to become a financing customer in the independent Islamic bank branch of the bank of the end of the chest. The coefficient of determination that has been adjusted by 54.2% shows that the contribution of the E-Wom Model Promotion and Service Quality to the decision to become a customer is 54.2%, while the remaining 45.8% is the contribution of other variables not addressed in this study. The results of this study also support and strengthen the previous research conducted by Atanasius Hardian Permana Yoga. Research Title: "The Effect of Profit Sharing, Promotion and Service Quality on the Decision on the Use of Sharia Banking Services in Mudharabah Savings". Research Variables, Free: Profit Sharing, Promotion and Service Quality, Bound: Decision on Using Banking Services, Analysis Tools, Multiple Regression. Findings, Profit Sharing, promotion and service quality have a significant positive influence on the decision to use banking services.

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