| dc.description.abstract | ADRIANE HERLIANDARI. The Analysis of the Behavior of Small and Medium Entrepreneurs of the BNI Phoneplus Service in DKI Jakarta Area. Advised by H. Rizal Syarief as Chairman and Nora H. Pandjaitan as Member. The number of services of the BNI Phoneplus user services is fewer than that of the present customers, especially the customer of the small and medium enterprises. Besides, not all service features offered have been used by customers. Nevertheless, the BNI Phoneplus is still optimistic that the development of information technology will encourage customers to know and to utilize services of the BNI Phoneplus. The objectives of this research were (1) to study the characteristic of the BNI Phoneplus users, (2) to analyze the preference of the users, and (3) to analyze the costumer’s behavior towards the BNI Phoneplus service. The reearch was conducted at PT Bank Negara Indonesia (persero) Tbk., at the Phoneplus Service Unit of the Operational Division, located on Jl. Sudirman Kav. 1 Jakarta. Accidental sampling was used of 100 selected respondents of small and medium entrepreneurs representing Phoneplus and non Phoneplus users. The primary data were obtained from questionnaires given to respondents and the secondary data were obtained from relevant literatures. The method used was the quantitative and descriptive analysis using the multi-attributive analysis of Fishbein model. The descriptive and analytical analysis on the preference of small and medium entrepreneurs towards the BNI Phoneplus Service resulted in some factors influencing this preference, such as male respondents dominated the use of this service, age ranged from 21 to 40 years, education was Bachelor’s degree to postgraduate, and the majority work in commerce. Costumers of BNI Phoneplus Service have known this service for three to five years. Transaction through this service was done between accounts within BNI, and the reason for choosing this service was time efficiency. The results of the evaluation of the attributive service by BNI Phoneplus users had a trust score of 5.16 - 5.98, while the non BNI Phoneplus users had a trust score of 4.66 - 5.62. The evaluation of the costumer’s behavior indicated that the users had a better attitude than the non users. | id |
