PERBANDINGAN DIRECT SERVICE DAN DIGITAL SERVICE TERHADAP KEPUASAN NASABAH MENABUNG (Studi pada Nasabah Bank Syariah Indonesia Bandar Lampung)

MUHAMMAD, FAISAL BASRI (2023) PERBANDINGAN DIRECT SERVICE DAN DIGITAL SERVICE TERHADAP KEPUASAN NASABAH MENABUNG (Studi pada Nasabah Bank Syariah Indonesia Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Kebutuhan nasabah saat ini beralih ke layanan yang cepat, sederhana, dan dikendalikan sendiri. Digitalisasi bukanlah pilihan bagi bank, melainkan sebuah kebutuhan dan kewajiban. Pelanggan mengharapkan kecepatan, kenyamanan, fleksibilitas, kemudahan, dan layanan 24/7. Namun, pelayanan digital tidak terlau membantu pelayanan langsung, karena antrian panjang masih terjadi di teller maupun customer service di bank. Penelitian ini bertujuan untuk mengetahui dan menjelaskan apakah terdapat perbedaan antara Direct Service dan Digital Service terhadap kepuasan nasabah Bank Syariah Indonesia di Bandar Lampung dan untuk mengetahui pandangan persfektif Islam terhadap Direct Service dan Digital Service dalam melayani nasabah pada saat selama periode penelitian. Penelitian ini menggunakan metode penelitian kuantitatif melalui pendekatan deskriptif. Populasi dan sampel pada penelitian ini merupakan seluruh nasabah Bank Syariah Indonesia yang ada di Bandar Lampung. Teknik pengumpulan data yang digunakan peneliti yaitu dengan penyebaran Angket (Questioner), observasi dan wawancara. Dalam penelitian ini, peneliti menggunakan beberapa metode analisis data, diantaranya uji validitas dan reliabilitas data, uji normalitas, statistik deskriptif, uji homogenitas, dan uji independent sampel t-test. Hasil penelitian ini melalui output uji independent sampel t-test diperoleh hasil thitung sebesar 1,986 > ttabel 1,660 dengan nilai signifikasi sebesar 0,048. Pada nilai signifikasi menunjukan nilai 0,048 < 0,05, besarnya signifikasi tersebut menunjukan bahwa Ha diterima. Maka dapat disimpulkan hipotesis yang diajukan penulis diterima yang artinya bahwa ada perbedaan yang signifikan antara direct service dan digital service terhadap kepuasan nasabah Bank Syariah Indonesia di Bandar Lampung. Dalam perspektif Ekonomi Islam, Bank Syariah Indonesia di Bandar Lampung sudah menerapkan 6 prinsip pelayanan, yaitu: prinsip tolong menolong, prinsip memberi kemudahan, prinsip persamaan, prinsip saling mencintai, prinsip lemah lembut, prinsip iii kekeluargaan. Selanjutnya, digital service jika dilihat dari perspektif Ekonomi Islam diperbolehkan. Namun, dalam melakukan transaksi jual beli seorang muslim harus tetap memegang teguh iman dan takut kepada Allah dalam segala jenis bentuk perdagangan. Kemudian, pada dasarnya Islam, tidak melarang perkembangan dan kemajuan teknologi karena memang hukum asalnya sah-sah saja. Kata Kunci: Pelayanan Langsung, Pelayanan Digital, Kepuasan Nasabah. iv ABSTRACT Today's customer needs turn to services that are fast, simple, and self-managed. Digitalization is not an option for banks, but a necessity and an obligation. Customers expect speed, convenience, flexibility, convenience and 24/7 service. However, digital services are not very helpful for direct services, because long queues still occur at tellers and customer service at banks. This study aims to find out and explain whether there is a difference between Direct Service and Digital Service on customer satisfaction of Bank Syariah Indonesia in Bandar Lampung and to find out the Islamic perspective on Direct Service and Digital Service in serving customers during the research period. This research uses quantitative research methods through a descriptive approach. The population and sample in this study are all customers of Bank Syariah Indonesia in Bandar Lampung. The data collection technique used by researchers is by distributing questionnaires, observation and interviews. In this study, researchers used several data analysis methods, including data validity and reliability tests, normality tests, descriptive statistics, homogeneity tests, and independent sample t-tests. The results of this study through the output of the independent sample t-test obtained tcount results of 1.986 > ttable 1.660 with a significance value of 0.048. The significance value shows a value of 0.048 <0.05, the magnitude of the significance indicates that Ha is accepted. So it can be concluded that the hypothesis proposed by the author is accepted, which means that there is a significant difference between direct service and digital service on customer satisfaction at Bank Syariah Indonesia in Bandar Lampung. In the perspective of Islamic Economics, Indonesian Sharia Banks in Bandar Lampung have implemented 6 service principles, namely: the principle of mutual help, the principle of providing convenience, the principle of equality, the principle of mutual love, the principle of gentleness, the principle of kinship. Furthermore, digital services when viewed from the perspective of Islamic Economics are permissible. However, in v carrying out buying and selling transactions a Muslim must still hold fast to the faith and fear of Allah in all types of trade. Then, basically Islam, does not forbid the development and advancement of technology because the original law is legitimate. Keywords: Direct Service, Digital Service, Customer Satisfaction.

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