The effect of brand image towards customer satisfaction at PT.Bank Mestika Dharma, Zainul Arifin Head Office Medan

Septyani, Clauvia (2021) The effect of brand image towards customer satisfaction at PT.Bank Mestika Dharma, Zainul Arifin Head Office Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The aim of this study was to examine the effect of brand image towards customer satisfaction at PT Bank Mestika Dharma, Zainul Arifin Head Office Medan. PT Bank Mestika still experiences several complaints from customers at this time. Complaints received will certainly have an effect on customer satisfaction. The cause of decreased consumer satisfaction is thought to be due to brand image problems. Descriptive and causal studies are used to analyze the sample of 158 customers. The respondents, which are customers of PT Bank Mestika Dharma, are taken using probability sampling criteria using simple random sampling. Method of data analysis is using quantitative methods with simple linear regression analysis. The final results of this study indicate that brand image has a positive and significant influence on customer satisfaction at PT Bank Mestika Dharma Zainul Arifin Head Office Medan. Based on the test results, the coefficient of determination shows that brand image has an influence of 53.5% on customer satisfaction. It can be suggested to implementing good service standards to customers, which can be done by requiring employees to speak polite and formal language when providing services to customers. With a high knowledge of existing products in the Bank will make customers more familiar with employees and Bank Mestika has a good image. In addition, there is a need for additional ATM machines and branch offices for out of town and strategic areas so that customers are able to carry out transactions comfortably. For customer satisfaction, can be suggested to admin fees which can be given free of charge to customers for easy transactions. In addition, in opening customer accounts, it also needs to be accelerated in the data verification section so that it can save customers time in opening new accounts./Tujuan penelitian ini adalah untuk menguji pengaruh citra merek terhadap kepuasan nasabah pada PT Bank Mestika Dharma Kantor Pusat Zainul Arifin Medan. PT Bank Mestika pada saat ini masih mengalami beberapa keluhan dari nasabah hingga saat ini. Keluhan yang diterima tentunya akan berpengaruh pada kepuasan konsumen. Penyebab menurunnya kepuasan konsumen diduga karena masalah citra merek. Studi deskriptif dan kausal digunakan untuk menganalisis sampel dari 158 pelanggan. Responden adalah nasabah PT Bank Mestika Dharma yang diambil dengan menggunakan kriteria probability sampling dengan menggunakan simple random sampling.Metode analisis data menggunakan metode kuantitatif dengan analisis regresi linier sederhana. Hasil akhir pada penelitian ini menunjukkan bahwa brand image memiliki pengaruh positif dan signifikan terhadap customer satisfaction pada PT Bank Mestika Dharma Zainul Arifin Head Office Medan. Berdasarkan hasil pengujian koefisien determinasi menunjukkan bahwa brand image memiliki pengaruh sebesar 53.5% terhadap customer satisfaction. Untuk itu dapat disarankan untuk menerapkan standar pelayanan yang baik kepada pelanggan, yang dapat dilakukan dengan mewajibkan karyawan untuk berbicara dengan bahasa yang sopan dan formal saat memberikan layanan kepada pelanggan. Dengan pengetahuan yang tinggi tentang produk-produk yang ada di Bank akan membuat nasabah lebih mengenal karyawan dan Bank Mestika memiliki citra yang baik. Selain itu, perlu adanya penambahan mesin ATM dan kantor cabang untuk luar kota dan kawasan strategis agar nasabah dapat bertransaksi dengan nyaman. Untuk kepuasan pelanggan, dapat disarankan kepada biaya admin yang dapat diberikan secara gratis kepada pelanggan untuk kemudahan transaksi. Selain itu dalam pembukaan rekening nasabah juga perlu diakselerasi pada bagian verifikasi data sehingga dapat menghemat waktu nasabah dalam membuka rekening baru

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