PERBEDAAN PERSEPSI KUALITAS PELAYANAN CUSTOMER SERVICE REPRESENTATIVE (CSR) PLASA TELKOM WILAYAH TELEKOMUNIKASI JAMBI DITINJAU DARI FAKTOR DEMOGRAFI PELANGGAN: DIFFERENCES PERCEPTIONS OF CUSTOMER SERVICE REPRESENTATIVE (CSR) SERVICE QUALITY PLASA TELKOM JAMBI BASED ON CUSTOMER DEMOGRAPHIC FACTORS - Nabila Fitmalia Putri; Nofrans Eka Saputra; Verdiantika Annisa (Jurnal Psikologi Jambi, 2023)
ABSTRACT Introduction Service quality is an important factor that must be considered by every company because it is closely related to customer satisfaction and customer loyalty. However, in practice, the Customer Services Representative (CSR) of Plasa Telkom Jambi Telecommunications Region still shows customer dissatisfaction with the quality of service. Then there are differences in perceptions of the quality of service provided by customers. The objective research to know Customer Services Representative (CSR) service quality and the differences in perceptions of service quality based on customer demographic factors. Method This study uses a quantitative method with a comparative descriptive approach. The population in this study are customers who have visited Plaza Telkom Jambi with a total of 358 subjects. The sampling technique in this study is incidental sampling. The analysis technique in this study is analysis of variance using the JASP application. Results There is a difference in the perception of service quality from the demographic factor of the customer's education level with p value = 0.021 (p < 0.05). Conclusions and Suggestions Customer perceptions of service quality are in the moderate category and there are differences in service quality when viewed from demographic factors of customer education levels. So it is hoped that PT Telkom Witel Jambi can pay attention to customer segmentation with different demographic factors and increase sensitivity to service quality. Keywords: Service Quality, Customer Services Representative (CSR), Demographic Factors, Customer ABSTRAK Pendahuluan Kualitas pelayanan merupakan faktor penting yang harus diperhatikan oleh setiap perusahaan karena berkaitan erat dengan kepuasan pelanggan dan loyalitas pelanggan. Namun dalam pelaksanaannya, pelayanan Customer Services Representative (CSR) Plasa Telkom Wilayah Telekomunikasi Jambi masih menunjukkan adanya ketidakpuasan pelanggan terhadap kualitas pelayanan. Kemudian terdapat perbedaan persepsi terhadap kualitas pelayanan yang diberikan oleh pelanggan. Mengetahui gambaran kualitas pelayanan Customer Services Representative (CSR) dan mengetahui perbedaan persepsi kualitas pelayanan berdasarkan faktor demografi pelanggan. Metode Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif komparatif. Populasi dalam penelitian ini merupakan pelanggan yang pernah mengunjungi Plasa Telkom Jambi dengan total subjek 358 orang. Adapun teknik pengambilan sampel dalam penelitian ini yaitu incidental sampling. Teknik analisis dalam penelitian ini yaitu analisis varians dengan menggunakan aplikasi JASP. Hasil Terdapat perbedaan persepsi kualitas pelayanan dari faktor demografi tingkat pendidikan pelanggan dengan hasil p value sebesar 0.021 (p < 0.05). Kesimpulan dan Saran Persepsi pelanggan terhadap kualitas pelayanan cenderung pada kategori sedang dan terdapat perbedaan kualitas pelayanan apabila ditinjau dari faktor demografi tingkat pendidikan pelanggan. Sehingga diharapkan PT Telkom Witel Jambi dapat memperhatikan kembali segmentasi pelanggan dengan faktor demografi yang berbeda dan meningkatkan kepekaan terhadap kualitas pelayanan.Kata Kunci : Kualitas Pelayanan, Customer Services Representative (CSR), Faktor Demografi, Pelanggan.