FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN MENJADI NASABAH PT BANK SYARIAH MANDIRI KANTOR CABANG PEMBANTU BULELENG

Abstract

Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi keputusan konsumen menjadi nasabah PT Bank Syariah Mandiri Kantor Cabang Pembantu Buleleng, dan faktor yang paling dominan mempengaruhi keputusan konsumen menjadi nasabah PT Bank Syariah Mandiri Kantor Cabang Pembantu Buleleng. Penelitian ini dilaksanakan di Bank Syariah Mandiri Kantor Cabang Pembantu Buleleng dengan jumlah responden sebanyak 50 orang. Data yang dikumpulkan dengan metode kuesioner, dianalisis dengan analisis faktor melalui Statistical Program Social Scence (SPSS) 16.0 for windows. Hasil penelitian menunjukkan bahwa terdapat lima faktor yang mempengaruhi keputusan konsumen menjadi nasabah PT Bank Syariah Mandiri Kantor Cabang Pembantu Buleleng, yaitu faktor bukti fisik (tangible), faktor empati (emphaty), faktor keandalan (reliability), faktor ketanggapan (responsiveness), dan faktor jaminan (assurance). Besarnya variance explained masing-masing faktor tesebut secara berturut-turut, yaitu bukti fisik (tangible) sebesar 38,529%, empati (emphaty) sebesar 21,662%, keandalan (reliability) sebesar 16,946%, ketanggapan (responsiveness) sebesar 13,997%, dan jaminan (assurance) sebesar 8,866%. Faktor bukti fisik (tangible) dan faktor empati (emphaty) menjadi faktor paling dominan yang memiliki variance explained tertinggi yaitu masing-masing sebesar 38,529% dan 21,662%, artinya total nilai varianced explained dari kedua faktor keseluruhan mampu menjelaskan keputusan konsumen menjadi nasabah PT Bank Syariah Mandiri Kantor Cabang Pembantu Buleleng sebesar 60,191%.
Kata Kunci : Keputusan konsumen menjadi nasabah

This study aims to find the factors that influence the consumer's decision to be customer in Bank Syariah Mandiri, Inc., Ltd Branch Office Buleleng, and the most dominant factor influencing consumer decisions to be customers in Bank Syariah Mandiri, Inc., Ltd Branch Office Buleleng. This research was conducted in Bank Syariah Mandiri Branch Office Buleleng, involving of 50 people as the respondents. Data were collected by questionnaire, were analyzed by factor analysis through Social Scence Statistical Program (SPSS) 16.0 for Windows. The results of this study showed that there were five factors which influence the consumer's decision to be customer in Bank Syariah Mandiri, Inc., Ltd Branch Office Buleleng, namely the tangible factor, empathy factor, reliability factor, responsiveness factor, and assurance factor. The amount of variance explained proficiency level of each factor in a row, the tangible of 38,529%, empathy of 21,662%, reliability of 16,946%, responsiveness of 13,997%, and assurance of 8,866%. Tangible factors and empathy factors became the most dominant factor that has the highest explained variance in the amounted of 38,529% and 21,662%, meaning that the total value of the two factors explained varianced overall consumer is able to explain the decision to be customers in Bank Syariah Mandiri, Inc., Ltd Branch Office Buleleng of 60,191%.
keyword : consumer’s decision to be customer