HUBUNGAN ANTARA KEPUASAN NASABAH DENGAN POST PURCHASE BEHAVIOR STUDI EMPIRIS DI BSM DEPOK

CORRELATION BETWEEN CUSTOMER SATISFACTION WITH POST PURCHASE BEHAVIOUR: EMPIRICAL STUDY IN BSM DEPOK

  • Reny Fitriana Kaban Program Studi Ekonomi Syariah, Perbanas Institute

Abstract

This research aimed to analyze the relationship between customer satisfaction with post-purchase behavior for a marketing strategy development in Bank Syariah Mandiri (BSM) branch Depok. This research was conducted by interview using questionnaires to the customers who made a transaction in BSM branch Depok during the year time before this study. The obtained data on customer satisfaction and post-purchase behavior were formed on a Likert scale. The data were classified by cross-tabulation and analyzed by (χ²) Chi-Square test. The results show that there was a correlation between customer satisfaction and post-purchase behavior on loyalty, in the forms of saying positive things about sharia bank to other people, recommending sharia bank to others, remaining loyal to sharia bank, and keep doing business with Syariah bank. Another post-purchase behavior that correlated with customer satisfaction was moving, such as switching to competitors due to better prices, and two external responses. such as negative statements to the other customers and complaining to external agencies. Although, in general, the customers’ rate satisfies on service quality delivered by BSM branch Depok and agree to be loyal and pay more, it is strongly suggested that the bank keep maintaining and improving its service quality and respond to the complaints of unsatisfied customers. Increasing the speed of service, providing facilities to support customer convenience, and strengthening the brand or image of the bank are some things that need to be considered more seriously by bank management.

Keywords: customer satisfaction, post purchase behavior, service quality, chi square test, syariah bank

Abstrak: Penelitian ini bertujuan mengetahui seberapa besar hubungan kepuasan nasabah dengan post purchase behavior sebagai dasar penetapan strategi pemasaran dan pengembangan Bank Syariah Mandiri (BSM) Kantor Cabang Depok. Data yang diperoleh berupa peringkat kepuasan nasabah dan post purchase behavior dibentuk dalam skala Likert. Data yang diperoleh selanjutnya diklasifikasikan dan dianalisis dengan uji Chi Square (χ²) dan tabulasi silang. Hasil penelitian menujukkan ada kecenderungan hubungan yang cukup kuat antara kepuasan nasabah dengan post purchase behavior yang berbentuk loyalitas seperti membicarakan hal-hal positif kualitas pelayanan bank syariah kepada orang lain, merekomendasikan jasa bank syariah kepada orang lain, tetap loyal dengan bank syariah dan melakukan bisnis lebih banyak dengan bank syariah. Perilaku post purchase behavior lainnya yang memiliki hubungan cukup kuat dengan kepuasan nasabah yakni pindah dalam bentuk mengalihkan bisnis kepada kompetitor karena harga yang lebih baik dan dua bentuk respon eksternal, yakni mengeluh kepada nasabah lain dan mengeluh kepada pihak ketiga. Kendati secara umum nasabah telah menilai puas atas kualitas pelayanan yang diberikan BSM Kantor Cabang Depok dan menyatakan setuju untuk loyalitas dan bayar lebih, disarankan kepada pihak bank untuk terus meningkatkan kualitas pelayanannya serta memperhatikan keluhan nasabah yang merasa tidak puas. Meningkatkan kecepatan pelayanan, pengadaan fasilitas penunjang kenyamanan nasabah serta memperkuat brand atau citra bank adalah beberapa hal yang perlu diperhatikan lebih serius oleh manajemen bank.

Kata kunci: kepuasan nasabah, post purchase behavior, kualitas pelayanan, uji Chi Square, bank syariah

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Published
2020-01-25
How to Cite
Kaban, R. F. (2020). HUBUNGAN ANTARA KEPUASAN NASABAH DENGAN POST PURCHASE BEHAVIOR STUDI EMPIRIS DI BSM DEPOK: CORRELATION BETWEEN CUSTOMER SATISFACTION WITH POST PURCHASE BEHAVIOUR: EMPIRICAL STUDY IN BSM DEPOK. Jurnal Aplikasi Bisnis Dan Manajemen (JABM), 6(1), 63. https://doi.org/10.17358/jabm.6.1.63