Customer Service dan Citra BNI (Studi Korelasional Pengaruh Pelayanan Customer service Terhadap Citra Perusahaan di Kalangan Nasabah BNI Kantor Cabang Utama Medan)

ABSTRAK

Penelitian ini berjudul Customer Service dan Citra BNI (Studi Korelasional
Pengaruh pelayanan Customer Service Terhadap Citra Perusahaan di Kalangan
Nasabah Bank BNI Kantor Cabang Utama Medan). Tujuan penelitian ini adalah
untuk mengetahui pengaruh pelayanan customer service terhadap citra perusahaan
di kalangan nasabah Bank BNI Kantor Cabang Utama Medan. Teori-teori yang
mendukung penelitian ini antara lain teori komunikasi pemasaran, public
relations, customer service, pelayanan jasa dan citra perusahaan. Metode yang
digunakan dalam penelitian ini adalah studi korelasional, dengan pengujian
hipotesis menggunakan metode Spearman’s Rho dan skala Guilford.
Penelitian dilakukan di BNI Kantor Cabang Utama Medan dengan jumlah sampel
30 orang. Sampel dipilih dengan menggunakan teknik accidental sampling.
Teknik analisis data yang digunakan antara lain analisis tabel tunggal, analisis
tabel silang, dan uji hipotesis. Hasil pengujian hipotesis menghasikan koefisien
korelasi sebesar 0,531, menunjukkan adanya hubungan yang cukup berarti dan
searah antara pelayanan customer service dengan pembentukan citra perusahaan
di kalangan nasabah BNI Kantor Cabang Utama Medan. Sementara perhitungan
koefisien determinasi menunjukkan besar pengaruh pelayanan customer service
terhadap citra perusahaan adalah sebesar 28,19%, dengan 71,81% sisanya
dipengaruhi oleh faktor-faktor lain yang tidak diukur dalam penelitian ini.

Kata Kunci : Customer service, citra perusahaan, nasabah

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Universitas Sumatera Utara

ABSTRACT

This study titled Customer Service and BNI Company’s Image ( A Correlation
Study About Customer Care Service on the Image of the Company Among the
Customers of Bank BNI Main Branch Office Medan). The purpose of this study is
to determine the effect of customer care service on the image of the company
among the customers of Bank BNI Main Branch Office Medan. The theories that
support this research include the theory of marketing communications, public
relations, customer service, services and corporate image. The method used in
this study is a correlation study, by hypothesis testing using Spearman's Rho and
scale Guilford.
Research conducted at the BNI Main Branch Office Medan with a sample of 30
people. Samples were selected using accidental sampling technique. Data
analysis techniques used include single-table analysis, cross table analysis, and

hypothesis testing. Results of hypothesis testing has resulted in a correlation
coefficient of 0.531, showed a quite significant relationship between the services
given by the customer Service with the positive company's image among
customers BNI Main Branch Office Medan. While calculating the coefficient of
determination shows the influence of customer care service on the image of the
company amounted to 28.19 %, with the remaining 71.81 % influenced by other
factors that were not measured in this study.

Keywords : Customer service, corporate image, customers

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Universitas Sumatera Utara