PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN NASABAH MEMILIH TABUNGAN MY FIRST DI BANK BJB KCP CICAHEUM BANDUNG - Fadhila, Risma Fadhila (JEBS (Journal of Economic and Business Student), 2023)
ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh kualitas produk terhadap keputusan nasabah memilih tabungan My First di Bank BJB KCP Cicaheum. Metode yang digunakan yaitu metode deskriptif verifikatif dengan pengumpulan data melalui studi lapangan, kuesioner, dan studi pustaka. Dalam penelitian ini sampel yang digunakan sebanyak 40 nasabah. Berdasarkan hasil penelitian diperoleh nilai koefisien korelasi sebesar 0,858 yang menyatakan bahwa kualitas produk terhadap keputusan nasabah di Bank BJB dikategorikan sangat kuat karena berada pada rentang 0,80-1,000. Hasil uji hipotesis t menunjukkan besarnya t hitung terhadap tabel adalah 12,235>2,024 yang berarti terdapat pengaruh antara kualitas produk terhadap keputusan nasabah di Bank BJB KCP Cicaheum. Berdasarkan hasil perhitungan koefisien determinasi diperoleh R square sebesar 77,3% memiliki arti bahwa keputusan nasabah di Bank BJB KCP Cicaheum dipengaruhi oleh kualitas produk sebesar 77,3%. Hambatan yang terjadi adalah kurangnya sosialisasi yang mendalam kepada masyarakat mengenai produk ini dikarenakan adanya pandemi covid-19 sehingga karyawan sulit untuk melakukan sosialisasi dan sulit untuk meningkatan kualitas produk. Solusi yang disarankan adalah agar karyawan dapat melakukan sosialisasi kepada masyarakat dengan membuat informasi melalui sosial media/internet serta meningkatkan kualitas produk tabungan yang dibuat secantik, semenarik dan dibuat setipis mungkin agar mudah dibawa kemana-mana dengan begitu nasabah akan tertarik pada produk tersebut. Kata Kunci: Kualitas Produk, Keputusan Nasabah, Tabungan. ABSTRACT This research aims to determine how much influence product quality has on customer decisions to choose My First savings at Bank BJB KCP Cicaheum. This research used the descriptive verification method with data collection through field studies, questionnaires, and literature studies. In this research, the sample used was forty customers. Based on the test, the correlation coefficient value was 0,858 showing that product quality on customer decisions at Bank BJB was categorized as a very strong correlation because it was in the range of 0,80-1,000. The results of the hypothesis test show that the t-count compared to the t-table is 12,235>2,024 meaning that there is an influence between product quality on customer decisions at Bank BJB KCP Cicaheum. Based on the calculation of the coefficient of determination, R-square by 77.3% shows that customer decisions at Bank BJB KCP Cicaheum are influenced by product quality by 77.3%. The obstacle is the lack of socialization with the public about this product due to the covid-19 pandemic. So, it is difficult for employees to socialize, and it is hard to improve product quality. The suggested solution is that employees can share information through social media/the internet and improve the quality of savings products that are made to become more attractive and made as thin as possible so that they are easy to carry everywhere, and customers will be interested in this product. Keywords: Product Quality, Customer Decision, Savings.