ANALISIS KEPUASAN PELANGGAN TERHADAP PELAYANAN MENGGUNAKAN METODE CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DI BPJS KETENAGAKERJAAN KANTOR CABANG MERANGIN

Abstrak

BPJS Ketenagakerjaan Kantor Cabang Merangin memberikan pelayanan kepada peserta melalui pelayanan langsung di kantor dan pelayanan digital melalui aplikasi Jamsostek Mobile (JMO). Penelitian ini bertujuan untuk menganalisis tingkat kepuasan pelanggan terhadap pelayanan yang diberikan menggunakan metode Customer Relationship Management (CRM). Penelitian menggunakan pendekatan kuantitatif dengan teknik pengumpulan data berupa observasi, wawancara, kuesioner, dan dokumentasi. Analisis dilakukan berdasarkan dimensi CRM yang meliputi Marketing, Sales, Service and Support, serta Information Technology/Information System. Hasil penelitian menunjukkan bahwa pelayanan langsung BPJS Ketenagakerjaan Kantor Cabang Merangin memperoleh kategori sangat baik, ditunjukkan oleh tingginya tingkat kepuasan pelanggan terhadap kejelasan informasi, kecepatan pelayanan, keramahan petugas, dan keamanan sistem pelayanan. Sebaliknya, pelayanan digital melalui aplikasi JMO masih memperoleh penilaian yang relatif rendah, terutama pada aspek kemudahan penggunaan aplikasi, aksesibilitas fitur, kecepatan respons sistem, dan keamanan layanan digital. Dengan demikian, penerapan CRM pada pelayanan langsung telah berjalan efektif dan mampu meningkatkan kepuasan pelanggan. Namun, diperlukan upaya peningkatan kualitas layanan digital melalui aplikasi JMO agar pelayanan yang diberikan lebih optimal, mudah digunakan, serta mampu meningkatkan kepuasan pelanggan secara menyeluruh.

The Merangin Branch Office of BPJS Ketenagakerjaan provides services to participants through in-person services and digital services through the Jamsostek Mobile (JMO) application. This study aims to analyze the level of customer satisfaction with the services provided using Customer Relationship Management (CRM) methods. The study employed a quantitative approach with data collection techniques including observation, interviews, questionnaires, and documentation. The analysis was conducted based on CRM dimensions, including Marketing, Sales, Service and Support, and Information Technology/Information Systems. The results show that the direct services of the Merangin Branch Office of BPJS Ketenagakerjaan were categorized as very good, indicated by high levels of customer satisfaction with information clarity, speed of service, staff friendliness, and system security. Conversely, digital services through the JMO application received relatively low ratings, particularly in aspects of application ease of use, feature accessibility, system response speed, and digital service security. Thus, the implementation of CRM in direct services has been effective and has increased customer satisfaction. However, efforts are needed to improve the quality of digital services through the JMO application to optimize services, make them easier to use, and improve overall customer satisfaction.