i ABSTRAK
Aditya Geofano Sebayang 210110110699, Jurusan Hubungan Masyarakat Fakultas Ilmu Komunikasi Universitas Padjajaran Bandung. Melakukan penelitian dengan judul “Hubungan Antara Kredibilitas Customer Service Officer PT. Bank Rakyat Indonesia, Tbk. dengan Sikap Nasabah BRI Kantor Cabang Pembantu Cimindi Terhadap Perusahaan”. Penelitian ini dibawah bimbingan Dr.Evi Novianti, MSi sebagai pembimbing utama dan Drs.H.Wawan Setiawan,M.I.Kom sebagai pembimbing pendamping. Jurusan Hubungan Masyarakat Fakultas Ilmu Komunikasi Universitas Padjadjaran Kampus Bandung.
Tujuan yang ingin dicapai dalam penelitian ini adalah untuk mengetahui sejauh mana Kredibilitas Customer Service Officer PT. Bank Rakyat Indonesia, Tbk. dengan Sikap Nasabah BRI Kantor Cabang Pembantu Cimindi Terhadap Perusahaan. Teori dalam penelitian ini Teori Kredibilitas Sumber yang dikemukakan oleh Hovland, Janis, dan Kellydalam bukunya Communication and
Persuasion (1953).
Penelitian ini menggunakan metode Korelasional dengan tehnik pengumpulan data: angket, wawancara, observasi dan studi pustaka. Populasi dalam penelitian ini adalah nasaba Bank BRI (perorangan) Kantor Cabang Pembantu Cimindi yang berjumlah 69 orang sebagai responden. Pengambilan sampel dalam penelitian ini adalah dengan menggunakan tehnik sampel acak sederhana (simple random sampling).
Hasil penelitian ini menunjukan bahwa Kredibilitas Customer Service Officer (CSO) PT. Bank Rakyat Indonesia memiliki hubungan yang kuat dengan Sikap Nasabah BRI di Kantor Cabang Pembantu Cimindi. Hal ini dikarenakan oleh sebagian besar dari responden menilai bahwa Keahlian, Kepercayaan, Daya tarik yang dari Customer Service Officer dapat menimbulkan Sikap nasabah.
Kesimpulan penelitian ini adalah Terdapat hubungan yang kuat dan signifikan antara kredibilitas Customer Service Officer yang meliputi keahlian, keterpercayaan kemudian daya tarik dengan sikap nasabah BRI di Kantor Cabang Pembantu Cimindi terhadap Perusahaan. Dimana semakin kredibilitas Customer Service Officer yang meliputi keahlian dari, keterpercayaan kemudian daya tarik, maka akan semaikin mempengarui dengan baik dengan sikap nasabah BRI di Kantor Cabang Pembantu Cimindi terhadap Perusahaan.
ii ABSTRACT
Aditya Geofano Sebayang 210110110699, Department of Public Relations Faculty of Communication University of Padjadjaran, Bandung. Conducting research titled "The Relationship Between Credibility Customer Service Officer PT. Bank Rakyat Indonesia, Tbk. the attitude of the Customer BRI Branch Office Cimindi Against Company ". This study under the guidance of Dr.Evi Novianti, MSi as main supervisor and Drs.H.Wawan Setiawan, MIKOM as supervising companion. Public Relations Department of the Faculty of Communication Sciences Campus, University of Padjadjaran Bandung.
The aim of this study was to determine the extent to which the credibility of the Customer Service Officer of PT. Bank Rakyat Indonesia, Tbk. the attitude of the Customer BRI Branch Office Cimindi Against Company. The theory in this study Source Credibility Theory proposed by Hovland, Janis, and Kelly in his book Communication and Persuasion (1953).
This study uses the technique Correlational data collection: questionnaires, interviews, observation, and literature. The population in this study is nasaba BRI (individual) Branch Office Cimindi totaling 69 persons as respondents. Sampling in this study is to use random sampling techniques (simple random sampling).
These results indicate that the credibility of the Customer Service Officer (CSO) PT. Bank Rakyat Indonesia has a strong relationship with the attitude of the Customer BRI Branch Office Cimindi. This is because the majority of respondents considered that the skills, confidence, attractiveness of Customer Service Officer who can cause customer attitude.
The conclusion of this study is There is a strong and significant relationship between the credibility of the Customer Service Officer which includes expertise, trustworthiness later fascination with client attitudes BRI Branch Office Cimindi against the Company. Where the credibility of the Customer Service Officer of expertise covering, then the reliability of the appeal, it will be well with semaikin influence the attitude of BRI customers in the Branch Office of the Company Cimindi.
