PENGARUH KUALITAS LAYANAN DAN PESAN IKLAN TERHADAP NIAT NASABAH UNTUK MENGGUNAKAN LAYANAN MOBILE BANKING DI BPR KARYAJATNIKA SADAYA BANDUNG
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Date
2013
Authors
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Publisher
Magister Management Universitas Widyatama Bandung
Abstract
Improving the quality of banking services to customers more varied with the
technology that is currently perceived by many parties, including in this research that
the benefits of mobile-banking technology to facilitate customer transactions. Many
banks were so eager and motivated to develop mobile-banking services, only one of
the BPR Karyajatnika Sadaya. BPR KS Bank has done in the introduction of mobilebanking
services to its customers in February 2012 found that a phenomenon
concerning product marketing services, in this case related to the introduction of
mobile-banking services to its customers. The media campaign is a means to inform
the presence of these services are performed for customers interested to do the
activation and use mobile-banking application for the transaction.Advertising mobile-banking BPR KS has been done in several media such as
newspapers "Pikiran Rakyat", Megatron Display, Brochure and Flyer are available at
any branch specifically in BPR KS branches in Bandung. Socializing done in each
branch office conducted by the Customer Service BPR KS Bank intensity the number
of visitors on average 50 customers per day, with about 500,000 the number of
customers registered in the system of customer data on core banking system.
However, this still does not meet the expectations of management, where a
few months after the introduction of mobile-banking services, the percentage of users
of mobile-banking is still very low at 0.0024%, or an estimated 1,200 customers who
use mobile-banking.
This study aimed to determine the effect of service quality and advertising
messages on the intention to use mobile-banking customers in BPR KS. The research
method used in this research is descriptive method verification with population of
mobile-banking users in the BPR KS. The research was carried out on clients with
various categories of age, gender, profession customer to education. Variables used in
this study is the quality of the service, advertising messages, and customer goodwill.
samples in this study were 126 respondents were taken using simple random sampling
method (simple random sampling). Data was collected using primary data collection
method, by using questionnaires two ways: (1) Conventional and (2) Online. The
conventional way is given a question sheet directly to the respondents to be filled.
While the online way is sent via email and send back the results of the questionnaires.
Analysis of the data is to use the data validity and reliability test data from the results
of the questionnaire questions.
The results showed that users of mobile-banking customer feedback BPR KS
is they feel the ease of transacting on mobile-banking, trust to feel safe and
comfortable use of electronic banking services. But relatively many customers provide
input on improving the quality and completeness of the types of transactions in mobilebanking, because of its current transaction is said to be sufficient to meet the needs of
the customer transaction, expectations of improved service is the varied types of
transactions.
Quality of service and advertising messages together influence the intention
to use mobile-banking services BPR KS with 33.51% and the remaining percentage is
influenced by other factors not examined in this study. Of the total 33.51% below the
percentage value of each variable, quality of service is otherwise accounted for 20.22%
and 13.29% of the advertising message.
Description
Keywords
Service Quality, customer, Advertising messages, BPR, mobile banking