ANALISIS STRATEGI PEMASARAN KREDIT, PROSEDUR PEMBERIAN KREDIT, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN NASABAH KOPERASI SIMPAN PINJAM
DOI:
https://doi.org/10.55606/jimak.v1i3.508Kata Kunci:
Credit Marketing Strategy, Credit Procedures, and Service Quality, and Customer SatisfactionAbstrak
Customer satisfaction is an important element as a determinant of the success of a business entity in meeting the needs and expectations of the community. The effect of customer dissatisfaction and disloyalty to a product or service depends on the service provided. The purpose of this study was to identify and analyze credit marketing strategies, procedures for granting credit, and service quality to customer satisfaction at the Dhuafa Savings and Loans Cooperative Office (Komida). The type of research used is field research, namely by looking for data directly in the field. This research was conducted at the Komida Wiradesa Branch Office. Sources of data in this study using primary data derived from the results of respondents' answers to research instruments in the form of a set of questionnaires given to customers. In this study, the population is all customers who have applied for credit, amounting to 2,577 people. Furthermore, the number of samples obtained was 96 respondents. The analysis used in conducting the research is quantitative descriptive analysis by describing the data obtained from filling out the questionnaires that have been carried out and then easy to understand and then draw conclusions. The results of the study indicate that the credit marketing strategy has an effect on customer satisfaction; the procedure of giving credit has an effect on customer satisfaction; and service quality affect customer satisfaction. Based on the results of the multiple regression equation obtained Y = (12,554) + 0.317X1 + 0.234X2 + 0.176X3 + e. It means that the constant value (α) is positive at 12,554, meaning that there is a unidirectional effect between the independent variable and the dependent variable. The result of the coefficient of determination (Adjusted R Square) is 0.436. This means that the contribution of the Credit Marketing Strategy (X1), Credit Provisioning Procedure (X2), and Service Quality (X3) variable contribution to Customer Satisfaction (Y) is 43.60%, while the remaining 56.40% is explained by other variables that are not revealed in this study.
Referensi
Raharjo, Budi, and Slamet Bambang Riono. "Pengaruh Kualitas Pelayanan dan Kinerja Pegawai Kelurahan terhadap Kepuasan Masyarakat Desa Kertasinduyasa." Equivalent Jurnal Ilmiah Sosial Teknologi 1.2 (2019): 99-105.
Riono, S.B., Harini, D., Syaifulloh, M., & Utami, S.N. (2020). “Analisis Pelayanan Publik dan Relationship Marketing terhadap Loyalitas Nasabah di Bank Perkreditan Rakyat Muhadi Setia Budi (BPR MSB) Kabupaten Brebes”. Jurnal Investasi Vol.6 No.2, November 2020, hlm.143-154.
Undang-undang Perbankan Nomor 10 Tahun 1998, tentang Perbankan.
Fadilah, Astrid Nur (2022) Optimalisasi Proses On The Spot (OTS) dalam Menentukan Kelayakan Kredit Calon Nasabah Bank Negara Indonesia 46 Kantor Cabang Singaparna Tasikmalaya. Diploma thesis, Universitas Siliwangi.
Kotler, Phillip dan Kevin Lane Keller.(2016). Manajemen Pemasaran edisi 12 Jilid 1. & 2.Jakarta: PT. Indek
Prasastono, Ndaru, and Fajar Pradapa, Sri Yulianto. "Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan Konsumen Kentucky Fried Chicken Semarang Candi." Dinamika Kepariwisataan, vol. 11, no. 2, Oct. 2012.
Ikatan Bankir Indonesia, Strategi Bisnis Bank Syariah, Edisi ke-1, (Jakarta: PT Gramedia Pustaka Utama, 2015), hlm. 115
Kasmir. 2010. Pemasaran Bank, Edisi Revisi, (Jakarta: Prenada Media), hlm. 65
Febrianto, Rozy Ardi (2022) Strategi Pemasaran Kredit Pemilikan Rumah (KPR) Hijrah pada PT Bank Muamalat Indonesia Cabang Solo. Undergraduate (S1) thesis, IAIN Ponorogo.
Yudhi Oktavianus. 2020. “Strategi Pemasaran Produk Kredit Perbankan (Kasus Bank Nagari Cabang Pekanbaru)”. Jurnal Online Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik, Vol 1, No 1
Yunni Rusmawati Dj. 2017. “Penerapan Strategi Segmentasi Pasar dan Positioning Produk dengan Pendekatan Analisis Swot untuk Peningkatan Penjualan pada UD Surya Gemilang Motor di Surabaya”. Jurnal IEKBIS Vol. XVII/No. 1 Edisi Maret 2017
Buchari Alma., 2016 Manajemen Pemasaran dan Pemasaran Jasa. Bandung. Alfabeta
Tambunan M Rudi, 2013, Pedoman Penyusunan Standard Operating Prosedur, Edisi 2013, Penerbit Maiesta
Kasmir, 2014. Analisis Laporan Keuangan, cetakan ke-7. Jakarta: PT. RajaGrafindo Persada
K. Lisa, S. A. Putu Arie Indraswarawati, and I. M. E. Lesmana Putra, “Analisis Sistem dan Prosedur Pemberian Kredit dalam Upaya Meminimalisir Kredit Bermasalah pada Lembaga Perkreditan Desa ( LPD ) Desa Adat Manggissari”, HAK, vol. 3, no. 3, pp. 249-259, Jul. 2022.
Firdaus, H. Rachmat dan Maya Ariyanti. 2011. Manajemen Perkreditan Bank Umum. Bandung : Alfabeta.
Feigenbaum, Nuryani A, K, Ni. 2016. Pengaruh Kualitas Pelayanan terhadap Kepuasan Nasabah. Skripsi. Fakultas Ekonomi dan Bisnis, Universitas Ngurah Rai.
Amelia Anggraini Utami dan Wasis Gunadi. “Pengaruh Citra Merek dan Kualitas Pelayanan terhadap Kepuasan Pelanggan dalam Menggunakan Indihome Fiber di Daerah Lubang Buaya Jakarta Timut. Jurnal Ilmiah M-Progress, Vol 12, No. 1, Januari 2022.
Fandy Tjiptono. 2015. Strategi Pemasaran, Edisi 4, Yogyakarta: Andi Offset
Sandy Gabriel Rorong, Sarah Sambiran, Ismail Sumampow. 2022. “Kualitas Pelayanan Publik di Bandara Internasional Sam Ratulangi Manado”. Jurnal Governance. Vol 2, No 1 (2022)
Sumarsid dan Atik Budi Paryanti. Pengaruh Kualitas Layanan dan Harga terhadap Kepuasan Pelanggan pada Grabfood (Studi Wilayah Kecamatan Setiabudi). Jurnal Ilmiah M-Progress Vol.12, NO. 1, Januari 2022
Kotler, Philip and Kevin Lane Keller, 2016. Marketing Managemen, 15th Edition, Pearson Education,Inc.
Intan Monica Alma Sangi, Lucky Franky Tamengkel, Danny D.S Mukuan. 2022. Pengaruh Kualitas Pelayanan terhadap Kepuasan Nasabah PT. Bank Danamon Indonesia, Tbk. Cabang Ranotana. Jurnal Productivity, Vol. 3 No. 2, 2022
Retina Sri Sedjati. 2015. Manajemen Strategis. Yogyakarta: Dee Publish.
Andri, Seno, and Yudhi Oktavianus. "Strategi Pemasaran Produk Kredit Perbankan (Kasus Bank Nagari Cabang Pekanbaru)." Jurnal Online Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau, vol. 1, no. 1, Feb. 2014.
Muhammad Firdaus. 2009. Manajemen Agribisnis. Jakarta: Bumi Aksara.
Damaya Ardian, Kafe Pedia (Yogyakarta: Laksana, 2019), 124.
Kotler, Philip. 2016. Dasar-Dasar Pemasaran. Jakarta: Bumi Aksara.
Kotler dan Keller. 2009. Manajemen Pemasaran. Jilid I. Edisi ke 13. Jakarta: Erlangga
Tambunan M Rudi. 2013. Pedoman Penyusunan Standard Operating Prosedur, Edisi 2013, Penerbit Maiesta
Feigenbaum, Nuryani A, K, Ni. 2016. Pengaruh Kualitas Pelayanan terhadap Kepuasan Nasabah. Fakultas Ekonomi dan Bisnis, Universitas Ngurah Rai.
Kotler, Phillip dan Kevin Lane Keller.(2016). Manajemen Pemasaran edisi 12 Jilid 1 & 2. Jakarta: PT. Indeks.
Fandy Tjiptono. 2015. Strategi Pemasaran. Edisi 4. Yogyakarta. Andi Offset
-, M., & Susena, K. C. (2015). Analisis Hubungan Pelayanan dengan Kepuasan Pelanggan pada Bengkel Candera Motor di Kaur Utara Kabupaten Kaur. Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 2(1).
Supranto. (2006). Pengukuran Tingkat Kepuasan Pelanggan. Jakarta: Rineka. Cipta
Kotler, Philip; Armstrong, Garry, 2008. Prinsip-prinsip Pemasaran, Jilid 1, Jakarta: Erlangga.
Kasmir, (2018). Manajemen Sumber Daya Manusia (Teori dan Praktik). Depok: PT Rajagrafindo Persada.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.
Idem
Ghozali, Imam. 2016. Aplikasi Analisis Multivariete Dengan Program. IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang: Badan Penerbit
idem
