Inovasi costumer relationship management melalui Aplikasi Sambara dalam mengoptimalkan pelayanan: Analisis deskriptif Aplikasi Sambara Bapenda Jawa Barat

Pauziyah, Ina Rotul (2021) Inovasi costumer relationship management melalui Aplikasi Sambara dalam mengoptimalkan pelayanan: Analisis deskriptif Aplikasi Sambara Bapenda Jawa Barat. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Bapenda Jabar merupakan badan penyelenggara layanan publik yang bertugas melayani masyarakat di bidang perpajakan. Customer relationship management yang dilakukan Bapenda bertujuan untuk mengoptimalkan setiap layanan agar sesuai dengan keinginan dan kebutuhan masyarakat. Bentuk optimalisasi dilakukan Bapenda melalui inovasi yang disesuaikan dengan perkembangan teknologi. Tahun 2018 Bapenda mengeluarkan inovasi berbentuk aplikasi yang bernama Sambara (Samsat Mobile Jawa Barat) yang terdiri dari 17 fitur untuk mengoptimalkan layanan perpajakan. Tujuan penelitian ini untuk mengetahui lebih dalam bagaimana inovasi Customer Relationship Management melalui aplikasi sambara dalam mengoptimalkan layanan di Bapenda Jabar. Mengingat pentingnya manajemen hubungan pelanggan yang dilakukan lembaga terhadap publiknya agar pelayanan yang dilakukan dapat tepat sasaran. Teori yang digunakan dalam penelitian ini adalah IDIC (identity, differentiate, interact, customize) dari Don Pappers dan Martha Rogers. Teori ini dipilih karena mampu menyediakan tahapan pelayanan publik yang dilakukan lembaga mulai dari identifikasi pelanggan sampai menyesuaikan kebutuhan yang dinginkan pelanggan. Paradigma yang dilakukan dalam penelitian ini adalah kontruktivisme dengan metode penelitian analisis deskriptif, karena peneliti ingin menggambarkan proses pelayanan publik dibidang perpajakan oleh Bapenda Jabar. Teknik pengumpulan data yang digunakan peneliti adalah wawancara, observasi dan dokumentasi. Hasil penelitian ini menunjukan bahwa inovasi Customer Relationship Management melalui aplikasi sambara terdiri dari empat tahapan yaitu : 1) Tahap identity, dilakukan dengan cara memasukan No plat kendaraan dan warna dasar kendaraan. Terdiri dari empat fitur yaitu fitur info PKB dan Kode bayar, update no handphone, proteksi kepemilikan dan bukti bayar. 2) Tahap differentiation, dilakukan dengan cara membedakan pelanggan disesuaikan dengan letak geografis. Terdiri dari dua fitur yaitu fitur lokasi pelayanan Samsat dan jadwal Samling & Samdong. 3) Tahap interaction, terjadinya komunikasi antara lembaga dengan publiknya, dilakukan melalui dua fitur yakni fitur saran pengaduan dan fitur FAQ. 4) Tahap costumize, mengelola setiap masukan dan saran menjadi sebuah fitur baik pembaharuan atau pembuatan fitur baru. Terdiri dari fitur pembayaran, mekanisme e-Samsat, panduan, pengumuman, sipandu, monitoring Samsat, persyaratan pendaftaran Samsat, fitur scan qrcode dan pengiriman. Ina Rotul Pauziyah, Customer Relationship Management Innovation Through The Sambara Application In Optimizing Services (Descpritve Analysis Of The West Java Bapenda Sambara Application). Bapenda Jabar is a public service organization that is engaged in serving the public in the taxation sector. To optimize each service, Bapenda always innovates in accordance with technological developments and community needs. In 2018 Bapenda issued an innovations in the form of an application called Sambara (West Java Samsat Mobile), consists of 17 features to optimize each service. The purpose of this research is to find out the form of customer relationship management innovation that Bapenda has implemented to facilitate services, speed up services and streamline each service in the form of application through its features. The final achievement is that there is a good relationship between the institution and external parties. This optimal service is the key to the implementation of the institutions goals. The theory used in the study is IDIC (Identity, differentiate, interact, costumize) from Don Pappers and Martha Rogers. This theory was chosen beause it is able to provide the stages of public services carried out by an institution so that it can be felt optimally for the public. The paradigm carried out in this study is contructivism with descriptive analysis research methods, because researchers want to describe the stage of the process of public service in the field of taxation by the west java Bapenda. Data collection techniques used by researchers are interviews and observation. The result of this study indicate that the innovation of customer relationship management through the Sambara application consists of four stages, namely 1) The identity stage, carried out by entering the venicle plate number and the vehicle’s base color. Consists of four features, namely the PKB info feature and pay code, mobile number updates, ownership protection and proof of payment. 2) The differentiating stage is carried out by differentiating customers according to geographic location. Consists of two features, namely the Samsat service location feature and the interactions stage, where communication occurs between the institutions and the public, is carried out through two features. 3) The interaction stage, where communication occurs between the institution and the public, is carried out through two feature and the FAQ feature. 4) The customization stage, managing every input and suggestion into a feature, either updating or creating new features. Consists of payment features, e-Samsat, mechanisms, guide, announcements, sipandu, Samsat monitoring, Samsat registration requirements, Qrcode scan feature and delivery.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Inovasi; Pelayanan Publik; Aplikasi; Costumer Relationship Management; Bapenda; Hubungan Masyarakat;
Subjects: Educational Institutions, Schools and Their Activities
General Management
General Management > General Publications of Marketing
Divisions: Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat
Depositing User: Ina Rotul Pauziyah
Date Deposited: 14 Sep 2021 05:25
Last Modified: 14 Sep 2021 05:25
URI: https://digilib.uinsgd.ac.id/id/eprint/43415

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