KUALITAS LAYANAN PERBANKAN BERBASIS DIGITAL DENGAN MENGGUNAKAN BRIMO DI PT. BANK RAKYAT INDONESIA (PERSERO) TBK. BRANCH OFFICE MASOHI

Abstract

The aims of this study is to analyze and explain the quality of BRImo digital-based banking
services offered by PT. Bank Rakyat Indonesia (Persero) Tbk. Branch Office Masohi and
to analyze and describe the supporting and inhibiting factors towards improving the
quality of digital-based banking services using BRImo at PT. Bank Rakyat Indonesia
(Persero) Tbk. Branch Office Masohi. This research is a qualitative research with
informants of BRI employees, BRI customers, and BRImo users. Data collection was done
through observation, interviews, and documentation. Data analysis uses qualitative
analysis, which includes data reduction, data presentation, data verification, and
conclusion drawing. The results found that the quality of digital-based banking services
using BRImo has been well implemented at PT Bank Rakyat Indonesia (Persero) Tbk.
Masohi Branch Office. The quality of service is in the form of interaction quality, physical
environment and results. The quality of interaction services by utilizing internet network
technology and information allows customers to get convenience in banking transactions.
Quality of service seen from the physical environment in this case digital banking services
implement a customer protection system to conduct banking transactions safely and
comfortably with BRImo. The quality of the results is seen from the increasing volume of
digital transactions with the use of BRImo by customers supported by application features
that make it easy for customers to conduct banking transactions. Supporting and inhibiting
factors for the quality of digital-based banking services are seen from the attitude of
employees in explaining banking services clearly, providing instructions and how to use
BRImo, bank employees are required to be professional in their reliability in explaining
digital-based banking services, showing the physical quality of BRImo, the convenience
obtained, the socialization applied, the time limit for digital-based services and customer
confidence in using BRImo as a digital-based banking service.

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