|
|
INTERNATIONAL JOURNAL OF SOCIAL SERVICE AND
RESEARCH
|
Teungku Faathir Muhammad Akbar
Faculty of Economics, Teuku Umar University,
Aceh, Indonesia
Email: [email protected]
Abstract
Bank BSI is known as a
banking company resulting from the merger of three sharia commercial banks (Mandiri sharia, BRI sharia, and BNI sharia). There is great
hope from all Indonesian people, especially for those who are Muslim, so that
this BSI bank becomes a bank that brings many blessings and benefits to many
people in the field of financial management. From the information obtained that
since the BSI bank was inaugurated and run, there have been several complaints
experienced by BSI customers in Meulaboh. Each of
these complaints certainly affects the customer's mindset or perception about
the BSI bank. This perception is very important for BSI bank management to
know, because it can be useful for resolving any existing customer complaints
or problems. BSI bank management can use this perception as a benchmark for
company performance in every dimension including customer knowledge,
professionalism, access, popularity, facilities, legality, products. These
dimensions will be used in this study as a tool to measure and describe the
extent to which the perception level of BSI customers in Meulaboh
is based on demographic factors (age and gender) and non-demographic factors
(occupation and income) using quantitative descriptive analysis. There are 100
respondents (BSI customers) who live in Meulaboh as a
sample to fill out the research questionnaire. The result of this study is that
customer perceptions based on demographic and non-demographic factors range
from the medium/neutral category to the very high category. Overall all parts
of the perception obtained positive results. It can be concluded from the
results of the perception obtained that the community still has confidence in
the complaint because it can be resolved properly by the management of the BSI
bank in Aceh, especially in the Meulaboh area.
Keywords: Bank BSI
resulting from the merger; customer complaints; customer perception dimensions;
demographic and non-demographic factors; customer perception levels.
Received 10
October 2021, Revised 8 November 2021, Accepted 10 November 2021
INTRODUCTION
February 1, 2021 is a
historical marker for the merging of Bank Syariah Mandiri,
BNI Syariah, and BRI Syariah into one entity, namely PT Bank Syariah Indonesia Tbk (BSI). The merging of these three Islamic banks will
unite many advantages, thus providing a more complete service, wider reach, and
having a better capital capacity (Satiri, 2021).
The presence of BSI in Aceh
was welcomed by the provincial government of Aceh (Fuad, 2021). As we know that Aceh is an area that applies laws/rules based on
Islamic sharia in its territory. Quoted from the official website of the Aceh
Province Islamic Shari'a Service (Aceh, n.d.),
one of the regulations or qanuns that have been set
by the Aceh government is the Aceh Qanun (regional
regulation) Number 11 of 2018 concerning Sharia Financial Institutions. The
regulation states that all financial institutions (banks and non-banks) in the
province of Aceh must be based on the sharia law system. Through this
regulation issued by the Aceh government, conventional financial institutions
can no longer operate outside of Aceh. However, some people objected because
public loyalty to conventional banks was still high. As we all know,
conventional banks pay a lot of interest when we save there.
In early June 2021 to be
precise on June 7, 2021, BSI Regional I Aceh management carried out a Roll-out
or unification of the system (Popularitas, 2018). However, since the Roll-out took place, BSI management tends to receive
a lot of complaints from customers. One of them is BSI's management policy that
unilaterally automigrates, whereby old customer
accounts can no longer be used automatically. According to Delky
Nofrizal Qutni as Chair of
the Aceh Kreatif Foundation when interviewed by (Endi, 2021), said that the socialization carried out by BSI management via SMS
center for 2-3 days was considered too sudden and did not inform customers (ex
BRI sharia and BNI sharia) whether they were willing or not. the account is
migrated. Migration of old accounts to BSI is considered very forced for a
group of customers in Aceh. In addition, some customers in Aceh also felt other
complaints, such as ATM machines that were often empty and cases of failed
transfers (Serambinews, 2021). This impact is not only detrimental to customers, the good name of the
sharia system is also considered bad.
In order to create a sharia
bank that is trustworthy and in accordance with Islamic teachings, BSI must be
able to provide good quality in serving customers. Service satisfaction
received by customers will have a positive impact on the progress of Indonesian
Islamic banks in the future. The assessment of customers through their
experiences received when transacting using BSI banks will store different
important information in customers. This is called perception (perception).
Perception is a meaning taken by a person for all activities experienced
through his senses. According to (Iffah, 2018)
Perception is a process by which individuals organize and interpret their
sensory impressions in order to give meaning to their environment. A person's
perception that is received can basically be from objective reality. A person's
perception is influenced by three factors, firstly internal factors (attitudes,
motives, interests, experiences, and expectations. Second, situational factors
(time, work conditions, and social circumstances). Third, internal factors of
the target (something new, actions), sounds/words, size/volume, someone's
background, a person's proximity to other objects/people (Sudiro, 2018).
In this study, there are seven
dimensions of perception that will be studied including:
1.�� Customer knowledge is information about
something that is stored in someone's memory. According to (Romdhoni, 2018)� that knowledge is the capacity to take
action. The knowledge embedded in the customer can affect his perception of
BSI, the good or bad of BSI depends on how much knowledge the customer
understands in transacting at BSI.
2.�� Professionalism is the skill of employees in
serving customers. According to (Haryanto, 2020)
professionalism (quality of service) is an effort to fulfill customer needs and
desires as well as the accuracy of delivery to balance customer expectations.
This is a very important thing for the company, when customers know how they
are treated by employees at BSI, the good or bad services provided will be a
separate assessment for customers who experience it.
3.�� Access is the entrance to an
activity/activity. According to (Ribot & Peluso, 2003) Access
is the ability to obtain a benefit or benefit from various things. The ease of
access provided in serving customers will create a smooth running of an
activity.
4.�� Popularity is the level of popularity in the
eyes of the public about something. Popularity is also related to the company's
image, according to (Haryanto,
2020) image is the impression formed in processing information every time from
a trusted source about a company to other companies. This popularity is very
important to maintain its existence in order to maintain a positive impression
for the community.
5.�� Facilities are facilities and infrastructure
provided by an institution to consumers in order to provide convenience and
comfort. According to (Wandira, 2018)
Facilities are important infrastructure facilities in an effort to increase
satisfaction such as providing convenience and comfort for service users.
Facilities which are supporting factors for an activity. All the convenience
and comfort provided will be assessed by each customer who uses it.
6.�� Legality is the legal rules and policies
issued by the authorized institution. According to (Fitriani, 2017)
legality is official information regarding identity, position in a country, as
well as matters concerning the business world. The existence of legality that
is legalized by the government is a legal force for its existence in the
territory of the State of Indonesia so that it is recognized by the community.
7.�� Product is the result of a work carried out
by one or more persons in the form of goods and services. According to (Haryanto,
2020) a product is something that can be offered to the market for attention,
ownership, use, or consumption that can satisfy wants and needs. The quality of
the product provided will provide satisfaction for its users.
Based on the problems above, the researcher wants to
investigate further regarding the perception of BSI customers in Meulaboh after account migration based on demographic
factors (age and gender) and non-demographic factors (occupation and income).
The researcher wants to measure and describe the level of perception of BSI
customers in Meulaboh after account migration based
on demographic and non-demographic factors.
METHOD
This study uses a quantitative approach with a descriptive
method. According to (Arikunto, 2019)
descriptive research is research with the aim of investigating the
circumstances, conditions, things that have been mentioned with the results
presented in the form of a research report. The source of the data obtained in
this study is a survey method using a questionnaire distributed to all BSI
customers in Meulaboh. The sampling technique used
was convenience sampling technique. The number of samples involved in this
study were 100 respondents who were BSI customers domiciled in Meulaboh.
The steps that will be carried out in this research
include:
� Identifying
problems that occur with customers after migrating accounts.
At the initial stage the researcher will
identify significant problems to be solved through descriptive analysis.
� Formulate
the problem and determine the objectives and benefits of the research.
The next stage of research is to
formulate what needs to be researched and discussed further. The formulation of
the problem from this research will be the basis for determining the objectives
and benefits provided. The formulation in this study is how the level of
customer perception after account migration is based on demographic and
non-demographic factors by measuring each perception dimension that has been
presented. The purpose and benefits of this research are obtained from the
answers to the problem formulation.
� Presenting
concrete and clear questions related to the problem.
Presentation of questions to respondents
must be in accordance with real conditions in the field and clear to
understand. The questions given are not out of the context of the existing
problems.
� Distribute
questionnaires to respondents who are involved in the problem.
After the questions are considered to be
in accordance with the problem, these questions are then compiled in the form
of a questionnaire and distributed to respondents through the media or the
google form website.
� Perform
tabulation and data analysis.
The researcher has obtained the answers
to the questions resulting from the distribution of the questionnaire, then the
results of the answers are converted into answer tables for each respondent
into a Microsoft excel file. Researchers analyzed each answer using the
Microsoft Excel application by adding up each perception dimension based on
predetermined factors.
� Summarize
the results of the analysis carried out and provide solutions to problems that
occur.
The researcher draws conclusions from the
data analysis carried out by measuring based on the perception level assessment
indicators that have been presented in table 1. The indicators or limits of the
level assessment become the basis for determining the respondent's perception
category.
research is expected to provide actual results in
accordance with real conditions in the field.
Table
1
Perception
Level Assessment Indicators
|
Value Range
|
Category
|
|
20 � 36 %
|
Very
Low
|
|
37 � 52 %
|
Low
|
|
53 � 68 %
|
Currently
|
|
69 � 84 %
|
High
|
|
85 � 100 %
|
Very
High
|
RESULTS
AND DISCUSSION
The result of the level of perception assessment on
the perception dimension as a whole is high except for the perception dimension
of professionalism with moderate results. As listed in table 2 below.
Professionalism is an employee's skill or expertise in serving customers. This
means that the customer's perception of the employee's ability to serve
customers is moderate or neutral. This shows that the perception given by the
people of Meulaboh is still in a neutral position
between being satisfied and dissatisfied with the services of BSI employees.
Table 2
Result of Perception
Assessment Level on Perception Dimension
|
Perception Dimension
|
Perception Level
|
|
Customer Knowledge
|
72,93 %
|
|
Professionality
|
66,10 %
|
|
Access
|
72,64 %
|
|
Popularity
|
75,30 %
|
|
Facility
|
73,40 %
|
|
Legality
|
79,60 %
|
|
Product
|
71,88 %
|
|
 Note:������ = Most dominant
result
|
The research results based on age, gender,
occupation, and income factors will be discussed in detail below as follows:
1.
Descriptive
Analysis of BSI Customer Perception Level in Meulaboh
Based on Demographic Factors (Customer Age and Gender)
Table 3
BSI
Customer Perception Level in Meulaboh Based on
Customer Age Factor
|
����������� Factor
Perception
|
Age
|
|
16 � 25
|
26 - 35
|
36 - 50
|
>50
|
|
Customer Knowledge
|
71,90
|
68,06
|
77,94
|
74,44
|
|
Professionality
|
69,54
|
60,56
|
62,54
|
59,63
|
|
Access
|
75,79
|
64,00
|
71,43
|
66,67
|
|
Popularity
|
79,31
|
62,50
|
72,86
|
72,22
|
|
Facility
|
78,48
|
61,00
|
69,52
|
66,22
|
|
Legality
|
80,17
|
75,83
|
81,43
|
76,67
|
|
Product
|
74,48
|
61,00
|
73,14
|
66,67
|
|
TOTAL
|
75,67
|
64,71
|
72,69
|
68,93
|
From
the results above, the perception of customers based on the overall age factor
is high, except for those aged 26-35 with moderate results. Ages 16-25 years
have a high level of perception and are dominant compared to other ages.
Overall, almost all dimensions of perception on the age factor are dominated by
the age of 16-25 years. However, there are two dimensions of perception whose
value exceeds the age of 16-25 years, including the first, the dimension of
customer knowledge which is dominated by the age of 36-50 years. This is
because there is still a lack of Islamic financial literacy in millennial
children today (Andriani, 2020).
Special attention is needed from the BSI management, government, and academics
in supporting the improvement of Islamic financial literacy for millennial
children in the Aceh area, especially the Meulaboh
area. The increasing understanding of Islamic finance by millennials has a
positive impact on the progress of Islamic banking (BSI) itself. Second,
legality is the power of law that is enforced to give strength to the existence
of BSI in Indonesia, especially Aceh (Meulaboh). The
difference in the level of perception of legality is only a few percent. Ages
36-50 give very dominant results which means that they strongly support the
presence of BSI as support in the implementation of Aceh Qanun
11 of 2018.
Table 4
Perception Level of BSI Customers in Meulaboh Based on Customer Gender Factor
|
���������������� Factor
Perception
|
Gender
|
|
Man
|
Woman
|
|
Customer Knowledge
|
77,58
|
69,29
|
|
Professionality
|
66,14
|
66,07
|
|
Access
|
71,64
|
73,43
|
|
Popularity
|
76,59
|
74,29
|
|
Facility
|
72,36
|
74,21
|
|
Legality
|
80,68
|
78,75
|
|
Product
|
72,82
|
71,14
|
|
TOTAL
|
73,97
|
72,45
|
From
the results above, it is obtained that the customer's perception based on the
gender factor as a whole is high. In the male sex showed more dominant results
than the female sex. The difference between the two is only 1.52%. However,
there are also female customers who show more dominant results among male
customers, including the dimensions of access and facilities. Access is an
entry point in carrying out activities/activities, which means that female
customers have the perception that access at BSI is the ease of becoming a
depositor or financing customer, the services provided can be used anytime and
anywhere, and the office location is easily accessible. Then the customer
facilities at BSI are more favored by women. The facilities provided by BSI such
as ATMs that are intended for customers can be carried out for 24 hours,
maintaining cleanliness and customer safety while at ATMs, and others. Ease of
access and completeness of facilities get a higher value from women. As we
know, women do a lot of transactions for household needs and personal needs.
2.
Descriptive
Analysis of the Perception Level of BSI Customers in Meulaboh
Based on Non-Demographic Factors (Client's Occupation and Income)
Table 5
Perception Level of BSI Customers in Meulaboh Based on Customer Occupation Factors
|
������������ Factor
Perception
|
Occupation
|
|
Student
|
Government Employess
|
Private Employess
|
Entrepreneur
|
Army/Police
|
Other
|
|
Customer Knowledge
|
71,86
|
78,17
|
77,14
|
68,72
|
70,00
|
70,00
|
|
Professionality
|
69,10
|
60,83
|
73,81
|
57,95
|
70,00
|
62,50
|
|
Access
|
74,54
|
68,00
|
79,43
|
65,54
|
85,00
|
70,00
|
|
Popularity
|
78,46
|
70,00
|
82,86
|
65,38
|
87,50
|
67,50
|
|
Facility
|
77,69
|
63,60
|
81,14
|
66,15
|
84,00
|
66,00
|
|
Legality
|
80,00
|
81,50
|
82,86
|
74,62
|
77,50
|
77,50
|
|
Product
|
73,85
|
65,80
|
80,57
|
68,00
|
81,00
|
65,00
|
|
TOTAL
|
75,07
|
69,70
|
79,69
|
66,62
|
79,29
|
68,36
|
Based
on the data above, the results of customer perceptions in Meulaboh
based on job factors are high except for self-employed jobs with moderate
perceptions. Among the overall work factors, the dominant high result was
obtained in the work of private employees which had a value of 79.69%. However,
if viewed from the perspective of the perception dimension, on the customer
knowledge dimension, it is found that the job as a civil servant has a more
dominant level of perception than other jobs. This shows that the understanding
of civil servants such as products (savings or financing), procedures for
obtaining credit, and other sharia systems used by BSI are better understood by
civil servants. In addition, on the dimensions of professionalism, access,
popularity, facilities, and products are won by army/police work. This can happen
because they are satisfied with the services provided, ease in managing all
administration, companies that are well known by the public, complete
facilities and infrastructure available according to customer needs, and the
emergence of various Islamic banking products.
Table 6
Perception Level of BSI Customers in Meulaboh Based on Customer Income
|
�������������� Factor
Perception
|
Income
|
|
< 500 Thousand
|
500 Thousand � 1 Million
|
1�2 Million
|
2�3 Million
|
> 3 Million
|
|
Customer Knowledge
|
69,40
|
75,42
|
77,41
|
73,33
|
77,64
|
|
Professionality
|
67,07
|
72,08
|
68,15
|
67,41
|
60,83
|
|
Access
|
71,52
|
80,50
|
78,22
|
77,78
|
68,33
|
|
Popularity
|
75,00
|
81,25
|
78,89
|
81,11
|
70,42
|
|
Facility
|
74,00
|
77,00
|
85,78
|
78,67
|
64,33
|
|
Legality
|
77,20
|
80,00
|
86,67
|
77,78
|
82,50
|
|
Product
|
70,08
|
77,50
|
79,11
|
77,33
|
69,00
|
|
TOTAL
|
72,04
|
77,68
|
79,17
|
76,20
|
70,44
|
From the results
above, customer perceptions based on income factors all show high results.
Among the incomes of customers who get the dominant high yield is the income of
customers of one to two million rupiah. Judging from the customer knowledge
dimension, the dominant results are customers who earn more than three million
(>3 million). For customers with such income, they are considered to have
more experience in managing money in Islamic banking. Then on the dimensions of
professionalism, access, and popularity, customers who earn 500 thousand � 1
million are favored. The customer was satisfied with the service and ease of
transacting at BSI which is quite well known to the people of Meulaboh. However, despite the difference in values, other
customers also view positively the presence of BSI in the Aceh region,
especially in Meulaboh.
Other results were also obtained from questionnaire
questions stating customer loyalty to use BSI bank products, from the answers
obtained to the question "do you want to be a BSI customer?", from
100 respondents 84 respondents stated they wanted to become BSI customers and
16 respondents said they did not want to be a BSI customer.
Figure 1 Respondents' interest in
becoming BSI customers
Based on the answers to the respondents' interest in
becoming BSI customers above, approximately 45% of customers want to become BSI
customers accompanied by various reasons including being forced to follow Aceh
government policies, having no other choice, and so on. However, the rest of
the other respondents who wanted to become BSI customers gave very positive
responses including their belief in BSI, easy access to locations, satisfactory
service, and so on.
Figure 2. Reasons for respondents to
use BSI
CONCLUSION
The results of the above
analysis can be concluded that the level of customer perception is based on
demographic factors (age is dominated by customers aged 16-25 years and gender
is dominated by male customers). Non-demographic factors (occupation is
dominated by customers with private employees and income is dominated by
customers earning one to two million rupiah).
In the customer perception
dimension, all perception dimensions get high results except for the
professionalism dimension with a moderate level of perception. The dimension of
professionalism relates to the expertise of employees in serving customers. The
perception given by the meulaboh community regarding
professionalism is in the middle (neutral) position between satisfied and
dissatisfied. We can understand this because BSI bank is a merged bank where
each customer experiences different services when the bank is not yet merged.
For example, some customers like the services provided by one bank (Mandiri Syariah, BRI Syariah, BNI Syariah) only. However,
after being combined, the three banks must unify their service system.
Therefore, it makes customers feel satisfied and dissatisfied with the
professionalism of the employees provided. However, this can be used as a
momentum for companies to improve employee professionalism (quality of service)
provided to customers. Judging from the existing perception, the community
still has confidence that the complaint can be resolved properly by the BSI
management in Aceh, especially in the Meulaboh area.
The results of the research
above have answered the purpose of this study, which is to measure the extent
to which the level of customer perception after account migration is based on
demographic and non-demographic factors. The assessment indicators obtained
from this study ranged from the moderate/neutral category to the very high
category. This means that the perception level of the meulaboh
community who became BSI customers after account migration based on demographic
and non-demographic factors as a whole is positive.
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