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    Jurnal nasional & internasional

    Disusun untuk memenuhi tugas mata kuliah metodologi penelitian

    DISUSUN OLEH:Ratna Sari Rahayu !"!#"$"#

    Re%i utri nugrah !"!#"$""

    Susi Sulastri !"!#"!'(

    Diska Deo )alistha !"!#"!*"

    Ri+,i -ahmi !"!#""!.

    utri /ulandari !"!#".!'

    ndhini 0ela1aty !"!#""$$

    ntoni Setia1an !"!#"#!#

    Sandy 0uharrom !"!#"!!(

    Desi Nursanti !"!#"!!2

    3ri yugo Ramadhan !"!#"#!.

    4ELS I

    SE4OLH 3IN55I IL0U E4ONO0I 6S3IE7E4UI3S

    $"!(

    JURNAL MANAJEMEN BISNIS

    Volume 2, Nomor 1 Januari 2009

    ISSN: !8*'9'##8

    ii

    D3R ISI ISSN: !8*'9'##8

    JURNL 0NJE0EN ;ISNIS

    Halaman

    nalisis engaruh Cash Positioniptakan engalaman 4onsumen dengan Experiential Marketin 

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     Endang Sulistya Rini.................................................................................................................... 1 – 20

    engaruh Harga 6ri>e7 dan 4ualitas elayanan 6Ser%i>e ?uality7 terhadap 4epuasan asien

    Ra1at Inap di RSU Deli 0edan

     Arlina Nurbaity Lubis dan Martin ............................................................................................... 21 – 24

    [email protected] yang 0empengaruhi 4epuasan 4er=a ega1ai pada ega1ai Dinas Luar

    suransi Ji1a ;ersama ;umiputera !8!$ )aAang SetiaAudi 0edan

    Yulinda dan Sri Wulan Harlyanti................................................................................................ 2 – !2

    1"NLISIS EN5RUH CAS! P"S#$#"%, DEB$ $" E&'#$( RA$#", DN  RE$'R% "%

     ASSE$S 3ERHD D#)#DE%D PA("'$ RA$#"

    Lisa 0arlina dan )lara Dani>a#e$ar%emen S%a& 'en(a)ar *E USU

    Astra>t

    +e $ur$o-e o& %e re-ear. i- %o e/amine %e &a.%or- i. i- in&luen.e #iien 'a3ou% Ra%io in

    manu&a.%ur -e.%or o& Bur-a E&e Inone-ia 5BEI" +e re-ear. u-e &unamen%al &a.%or- o& .om$an3

    &inan.ial

    ra%io i. i- li8uii%3 ra%io re$re-en% 3 :a- 'o-i%ion 5:', leera(e ra%io re$re-en% 3 #e% E8ui%3

    Ra%io

    5#ER a- ine$enen% ariale, $ro&i%aili%3 ra%io re$re-en% 3 Re%urn ;n A--e%- 5R;A, an

    e$enen% ariale

    re$re-en% 3 #iien 'a3ou% Ra%io 5#'R" +e re-ul% o& re-ear. ini.a%e %a% %e &unamen%al ra%io

    i. i-

    .on-i-% o& :a- 'o-i%ion, #e% %o E8ui%3 Ra%io an Re%urn on A--e%- are %o(e%er ae -i(ni&i.an%

    e&&e.% %o

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    #iien 'a3ou% Ra%io" +e re-ul% al-o ini.a%e %a% :a- 'o-i%ion ariale an Re%urn on A--e%-

    ariale i-

     $ar%iali%3 ae $o-i%ie an -i(ni&i.an% e&&e.% %o #iien 'a3ou% Ra%io, u% #e% %o E8ui%3 Ra%io a- no

    -i(ni&i.an% e&&e.% %o #iien% 'a3ou% Ra%io"

    4ey1ords: Dividn !ay"ut Rati"#D!R$% Cas& !"siti"n #C!$% Dbt t" E'uity Rati" #DER$ and Rturn

    "n Assts

    #R(A$

    !B ENDHULUN

    !B!B Latar ;elakang 0asalah

    'ereman(an eonomi -ua%u ne(ara a$a% iuur en(an an3a .ara, -ala -a%un3a en(an

    men(e%aui %in(a% $ereman(an unia $a-ar moal an inu-%rial %er-eu%

    i-eaan ole aan3a $er%iman(an

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    Inone-ia 5BEI" Selama $erioe 2004

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     $enilaian %eraa$ eera$a ara%eri-%i an((o%a $o$ula-i 3an( i-e-uaian en(an ma-u

     $eneli%ian 5=un.oro,200! 119"

    Li-a Marlina an :lara #ani.a Anali-i- 'en(aru Cas& !"siti"n!

    =ri%eria $enarian -am$el 3an( i(unaan ole $eneli%i aala -ea(ai eriu%

    a" Emi%en 3an( -elalu li-%in( i Bur-a E&e 

    Inone-ia 5BEI -elama $erioe $eneli%ian, 3ai%u 2004

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    ianin(an en(an *%ael $aa %in(a% -i(ni&ian 5H D " =ri%eria $enilaian i$o%e-i- $aa u)i0 ila *i%un( *%ael

    +ola >0 5%erima >1 ila *i%un( K *%ael

    52 U)i Se.ara 'ar-ial 5U)i %

    'en(u)ian ini ilauan un%u men(u)i a$aa -e%ia$ ariael ea- mem$un3ai $en(aru 3an(

    -i(ni&ian %eraa$ ariael %eria%" Ben%u $en(u)ian

    >0 1D2D!D 0, ar%in3a %ia %era$a% $en(aru 3an( -i(ni&ian ari Cas& !"siti"n #C!$% Dbt 

    t" E'uity Rati" #DER$ an Rturn "n Assts #R(A$ scara individual %eraa$ Dividnd 

     !ay"ut Rati" #D!R$.

    >1 1 G 2 G ! G 0, ar%in3a %era$a% $en(aru 3an( -i(ni&ian ari Cas& !"siti"n #C!$% Dbt 

    t" E'uity Rati" #DER$ an Rturn "n Assts #R(A$ scara individual %eraa$ Dividnd !ay"ut Rati"

    #D!R$. 'aa $eneli%ian ini nilai %i%un( aan ianin(an en(an %%ael $aa %in(a% -i(ni&ian 5H D

    " =ri%eria $en(amilan e$u%u-an $aa u)i0 i%erima )ia %i%un( %%ael

    >1 i%erima )ia %i%un( K %%ael

    #B HSIL DN E0;HSN

    a* Reresi +inear Beranda

    +ael 1 menun)uan a-il e-%ima-i re(re-i melalui $en(olaan S'SS 12"0 *"r +ind"+s.

    Jurnal Mana)emen Bi-ni-, Volume 2, Nomor 1, Januari 2009 1 < 6

    4" +ael 1" >a-il E-%ima-i Re(re-i :oe&&i.ien%-5a

    Moel Un-%anarie :oe&&i.ien%- S%anarie :oe&&i.ien%- % Si(" B S%" Error Be%a

    1 5:on-%an% 10"624 "79 1"07 "074

    :' !"60! 1"74 "190 2"061 "042

    #ER "0 2"70 "17 1"0 "06

    R;A 1"219 "20 "70 "961 "000

    Su)br/ Hasil "la&an S!SS 01.2 *"r +ind"+s#ari +ael 1 a$a% i$erole $er-amaan re(re-i linear er(ana -ea(ai eriu%

    D 10,624 F !,60! C1 F ,0 C2 F 1,219 C! F

    #imana

    D Dividnd !ay"ut Rati" 5#'R

    C1 D Cas& !"siti"n 5:'

    C2 D Dbt t" E'uity Rati" 5#ER

    C! D Rturn "n Assts 5R;A

    b* oe-isien Deter.inasi 

    +ael 2" =oe&i-ien #e%ermina-i Moel Summar35

    Moel R R S8uare A)u-%e R S8uare S%" Error o& %e E-%ima%e #urin< a%-on

    1 " "425a "294 "270 21"000! 1"9775aSu)br/ Hasil "la&an S!SS 01.2 &or ino-

     Nilai Ad,ustd R S'uar $aa +ael 2 Adala& 0,27 erar%i ariael Cas& p"siti"n% Dbt t" E'uity

     Rati" an Rturn "n Assts a$a% men)ela-an ariael Dividn !ay"ut Rati" an3a -ee-ar 27 -a)a

    -ean(an 7! i)ela-an ole ariaelal ini emun(inan e-ar i-eaan moel ini murni an3a men((unaan &a%or &unamen%al

     $eru-aaan an -ama -eali %ia mema-uan &a%or $a-ar -ea(ai ariael ea-n3a"Se.ara lo(i-

    e$u%u-an $eru-aaan aru-n3a uan an3a era-aran &a%or &unamen%aln3a

    -a)a %e%a$i )u(a aru- mem$er%iman(an &a%or &a%or lain iluar $eru-aaan %erma-u )u(a

    un%u e$u%u-an eien"

    c* Penu/ian !ipotesis

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    6!7 U=i se>ara Simultan 6U=i 7

    Bera-aran a-il S'SS $aa +ael ! i$erole nilai Si(" * -ee-ar 0,000 3an( lei e.il

    ari 0,0 an nilai *i%un( -ee-ar 12,227 3an( lei e-ar ari *%ael 3an( an3a !,00

    men(inia-ian aa 0 H i%ola an 1 H i%erima -ein((a a$a% i-im$ulan aa ariael

    Cas& !"siti"n% Dbt t"  E'uity an Rturn "n Assts $aa moel ini -e.ara -erem$a er$en(aru

    -e.ara -i(ni&ian %eraa$ ariael Dividn !ay"ut Rati""

    6$7 U=i Se>ara arsial 6U=i t7

    'en(u)ian ini ilauan un%u men(e%aui -i(ni&ian-i $en(aru ariael ea- -e.ara iniiual

    5$ar-ial %eraa$ ariael %eria%" +ael !" U)i S%a%i-%i * AN;VA5 Moel Sum o& S8uare- & Mean

    S8uare * Si(" 1 Re(re--ion 16299"!!0 ! 4!!"110 12"227 "0005a Re-iual !9104"!1 444"!6

    +o%al 40!"61 91

    Su)br/ Hasil "la&an S!SS 01.2 *"r +ind"+s

    +ael 4" U)i S%a%i-%i % :oe&&i.ien%-5a

    Moel Un-%anarie :oe&&i.ien%- S%anarie :oe&&i.ien%- % Si(" B S%" Error Be%a 1 5:on-%an%

    10"624 "79 1"07 "074 :' !"60! 1"74 "190 2"061 "042 #ER "0 2"70 "17 1"0 "06 R;A

    1"219 "20 "70 "961 "000Su)br/ Hasil "la&an S!SS 01.2 *"r +ind"+s

    Li-a Marlina an :lara #ani.a Anali-i- 'en(aru Cas& !"siti"n

    "'aa +ael 4 a$a% ilia% a-il u)i

    -i(ni&ian-i $ar-ial ma-in(al ini -e-uai

    en(an %eori 3an( iemuaan ole Suar-i 52000,4 3an( men3a%aan iien meru$aan.a- ou% &lo %en%u -a)a memerluan $o-i-i .a- 3an( ua% -ein((a mam$u mema3ar 

    iien">al ini %en%u a$a% i men(er%i -ea $ema3aran #iien %unai meru$aan aru- .a-

    eluar 3an( %en%u -a)a memerluan %er-eian3a .a- 3an( .uu$ a%au $o-i-i liuii%a- aru-

    %er)a(a -ein((a alau$un $eru-aaan mem$erole laa 3an( %in((i an ean u%an(

     e-er%a un(a 3an( rena namun )ia %ia iuun( ole $o-i-i .a- 3an( ua% maa

    emam$uan $ema3aran iienn3a rena";le -ea i%u $ia mana)emen i%un%u% un%u %e%a$

    men(elola a-n3a a%au a%ia

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    Re%urn ;n A--e% men(alami $eni(a%an 1 ali maa aan menin(a%an #iien 'a3ou% Ra%io

    -ee-ar 1,219 ali" >al ini -e-uai en(an %eori 3an( iemuaan ole Sar%ono 52001 122

    3an( men3a%aan -emain %in((i Re%urn ;n A--e% maa emun(inan $ema(ian #iien -emain

     e-ar" #en(an a%a lain -emain e-ar eun%un(an 3an( i$erole -emain e-ar emam$uan

     $eru-aaan mema3ar #iien">al ini menun)uan $eru-aaan -elalu eru-aa

    meni(a%an .i%ran3a en(an .ara -e%ia$ $enin(a%an laa aan iiu%i en(an $enin(a%an

     $or-i laa 3an( i a(i -ea(ai -iien an )u(a a$a% menoron( $enin(a%an nilai -aam

     $eru-aaan" Namun -eain3a $eru-aaan )u(a %ia men(aaian e-ea%an $enanaan $eru-aaan

    3an( i%anai en(an $enin(a%an e%er(an%un(an %eraa$ ana in%ernal 3an(

     er-umer ari laa i%aan -ea )ia $er%umuan an $ereman(an $eru-aaan

    ilauan en(an .ara men(uran(i e%er(an%un(an %eraa$ ana e-%ernal an

    men((an%in3a en(an -umer ana in%ernal maa -elain a$a% menurunan re-io $eru-aaan )u(a

     i-a mem$ere-ar e$emilian $ara $eme(an( -aam $aa $eru-aaan" Ar%in3a $enin(a%an nilai

     $eru-aaan 3an( i%anai en(an $enin(a%an nilai -aam %ia -e$enun3a aia% $enin(a%an

    iien %e%a$i )u(a arena $enin(a%an eui%i alam en%u laa i%aan -ein((a $er%amaan

    ea3aan $eme(an( -aam uan an3a arena $erolean iien %e%a$i )u(a i-eaan

     $enin(a%an e$emilian alam en%u laa i%aan"

    .B 4ESI0ULN

    Bera-aran a-il $eneli%ian an $emaa-an 3an( %ela iemuaan -eelumn3a, maa

    e-im$ulan $eneli%ian ini aala -ea(ai eriu%

    a" Variael Cas& !"siti"n #C!$% Dbt t" E'uity Rati" #DER$ an Rturn "n Assts #R(A$

    Jurnal Mana)emen Bi-ni-, Volume 2, Nomor 1, Januari 2009 1 < 6

    6"era-aran a-il u)i -imul%an5u)i -%a%i-%i * er$en(aru -e.ara -i(ni&ian %eraa$ ariael

     Dividnd !ay"ut Rati" #D!R$"

     " Variael Cas& !"siti"n #C!$ an Rturn "n Assts #R(A$ mem$un3ai $en(aru $o-i%i& an 

    -i(ni&ian %eraa$ Dividn !ay"ut Rati" #D!R$ -ean(an ariael ea- 3an( lain, 3ai%u Dbt t"

     E'uity Rati" #DER$ %ia mem$un3ai $en(aru 3an( -i(ni&ian %eraa$ Dividn !ay"ut Rati"#D!R$ era-aran a-il u)i $ar-ial 5U)i S%a%i-%i%"

    ." Nilai Ad,ustd R S'uar alam $eneli%ian ini aala -ee-ar 0,27" >al ini erar%i 27 aria-i

    ari Dividn !ay"ut Rati" #D!R$ i)ela-an ole e%i(a ariael ea- -ean(an -i-an3a 7!

    i)ela-an ole &a%orou-%on" 2001" 0ana=emen 4euangan" Ali Baa-a Ali

    Aar ulian%o" Ei-i =eela$an" Jaar%a Erlan((a"

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    #arma)i, +)i$%ono" 2006" asar 0odal di Indonesia: endekatan 3anya Ja1aA" Ei-i

    =eua" Jaar%a Salema Em$a%"

    >araa$, So&3an S3a&ri" 2006" nalisis 4ritis atas Laporan 4euangan" Jaar%a '+ Ra)aPra&ino

    'er-aa"

    >elmi, t al " 2007" nalisis data enelitian 60enggunakan rogram SSS7" Mean USU 're--"

    =un.oro, Mura)a%" 200!" 0etode Riset untuk ;isnis dan Ekonomi" Jaar%a Erlan((a"

    =u-ai" 2004" 0emahami [email protected] dan 0ana=emen 4euangan ;agi Orang 1am"

    Jaar%a '+ Ele/ Meia =om$u%ino" Na.roi, #" 2006" endekatan opuler dan raktis

    Ekonometri: Untuk nalisis Ekonomi dan 4euangan" Jaar%a Lema(a 'eneri% *aul%a-

    Eonomi Unier-i%a- Inone-ia"

     Na-u%ion, >a-anul A-ai" 2004" nalisis [email protected] aktor yang 0empengaruhi Dividend   Payout

     Ratio pada erusahaan 0anu-aktur 0o Public di ;ursa E-ek Jakarta" +e-i- 'ro(ram 'a-.a

    Sar)ana Unier-i%a- Suma%era U%ara"

    Ri3an%o, Baman(" 2000" [email protected]=aan erusahaan" Ei-i =eem$a%" o(3aar%a

    B'*E"

    Sar%ono, A(u-" 2001" 0ana=emen 4euangan 3eori dan plikasi" Ei-i =eem$a%" o(3aar%a 

    B'*E"

    Suar-i, Sri 2002" nalisis [email protected] yang 0empengaruhi Dividen Payout Ratio padaIndustri erAankan yang Listed di ;ursa E-ek Jakarta 6;EJ7" Jurnal i-ni- an eonomi"

    Su(i3ono" 200!" 0etode enelitian ;isnis" Ei-i =elima" Banun( :V" Al&ae%a" Sun)a)a, Rian

    an In(e Barlian" 2002"

    0ana=emen 4euangan Dua" Ei-i =e%i(a" Jaar%a '+ 'renallino" Su%ri-no" 2000" 0ana=emen

    4euangan: 3eori

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    -%eer %e .om$an3 %oar %e &u%ure -u..e-- o& %e .om$e%i%ion" An a..ura%e uner-%anin( aou% %e

    (oal- an

    me%o- &or a.iein( i% i- er3 i%al" Balan.e S.ore.ar %ran-la%e- mi--ion an -%ra%e(3 o& %e

    .om$an3 in %o a

    .om$reen-ie mea-ure %a% $roie- a &rameor &or mea-uremen% an -%ra%e(i. mana(emen%

    -3-%em"

    S.ore.ar mea-ure- %e $er&orman.e o& .om$anie- on %e &our $er-$e.%ie- o& alan.e &inan.ial,

    .u-%omer"

    in%ernal u-ine-- $ro.e--e-, an learnin( (ro%" Balan.e S.ore.ar enale- .om$anie- %o re.or

    &inan.ial

     $er&orman.e re-ul%- a- ell a- moni%or $ro(re-- in uilin( %e .om$an3Q- aili%3 an %o o%ain

    in%an(ile a--e%-

    %a% re8uire &or &u%ure (ro%"

    4ey1ords: balancd sc"rcard% pr*"r)anc% and tratgic )anag)nt syst)

    ENDHULUN

    !B Lingkungan Operasi ;aru Lin(un(an o$era-i aru 5 N+ (prating   Envir"n)nt  $eru-aaan

    aa in&orma-i ian(un en(an -e$eran(a% a-um-i o$era-i 3an( aru 5=a$lan  Nor%on, 2000 !a" Lin%a- *un(-i 5Cr"ss Functi"n, $ara mana)er %ia -ema%auun(an 'elan((an an 'ema-o 5 Links t" Cust")r and Suplir , $eru-aaan eruun(an

    en(an $elan((an an $ema-o melalui %ran-a-i i-ni- 3an( a)ar 5ar)5s6lngt& transacti"ns"

    'eru-aaan men.i$%aan e(ia%an %er$au, en(an %u)uan, men.i$%aan e&i-ien-i, menin(a%an

    uali%a-, an%i-i$a-i a%u -e$an)an( ran%ai nilai 5valu c&ain, %enolo(i in&orma-i a$a%

    menuun(n3a"

    ." Se(men%a-i 'elan((an 5Cust")r Sg)ntati"n, $eru-aaan aru- ela)ar men3eiaan $rou

    an )a-a 3an( -e-uai en(an $e-anan -e(men $elan((an 3an( erea, %an$a aru- ieani $en(eluaran ia3a o$era-i $eru-aaan 3an( %in((i, arena $rou-i 3an( -an(a% eraria-i an

     erolume rena"

    " Sala Ploal 53l"bal Scal, alam ma-3araa% (loal $ema%a-an ne(ara %ia mem$en(arui

     $er-ain(an" 'er-ain(an $oo an%ara $eru-aaan ome-%i en(an $eru-aaan in%erna-ional aala

     $aa -i-%em in&orma-i"

    e" Inoa-i 5 7nn"vati"n, $enemuan aru 5invnti"n an $emaaruan 5inn"vati"n$ meru$aan &a%or 

    3an( -an(a% $en%in( a(i $eru-aaan" 'eneli%ian an $en(eman(an men)ai -an(a% $en%in( un%u 

    meu)uan eun((ulan om$e%i%i& 5c")ptitiv advantag"

    &" 'eer)a =era- 3an( er$en(e%auan 5 8n"+ldg W"rkr , -emua $eer)a aru- memerian

    on%riu-i nilai -e-uai en(an a$a 3an( merea e%aui an en(an in&orma-i 3an( a$a% merea

     erian" Melauan ine-%a-i, men(elola an men(eman(an $en(e%auan -e%ia$ $eer)a men)ai

    ama% $en%in( a(i eera-ilan $eru-aaan" #alam u$a3a men(ua iri a(ar era-il alam

     $er-ain(an i ma-a e$an, an3a $eru-aaan er$alin( e$aa -e)umla ini-ia%i& $eraian an%ara

    lain

    < Mana)emen mu%u %er$au 59:M 

    < Si-%em $rou-i an i-%riu-i ust 7n 9i)

    < 'er-ain(an era-aran a%u

    Jurnal Mana)emen Bi-ni-, Volume 2, Nomor 1, Januari 2009 7 – 14"""""""

    < 'rou-i 3an( ram$in(

    < Meman(un $eru-aaan 3an( er$u-a%an$elan((an 5cust")r6*"cusd$

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    < Mana)emen ia3a era-aran a%ii%a-

    < 'emera3aan $eer)a

    < Rea3a-a ulan(

    Se%ia$ $ro(ram $eraian ini %eru%i %elamam$u men(a-ilan e-u-e-an" Ma-in(

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    ari -%ra%e(i an a$aili%a- 3an( imilii $eru-aaan" Sa3an(n3a, an3a $eru-aaan 3an(

    men.anan(an

    *ri-a Si$a3un( 4alancd Sc"rcard/ 'en(uuran =iner)a 'eru-aaan9

    -%ra%e(i %en%an( uun(an en(an $elan((an, om$e%en-i u%ama, an a$aili%a- $eru-aaan e%ia

     $ro-e- memo%ia-i an men(uur iner)a ma-i ila-anaan en(an men((unaan era(ai uuran

    &inan-ial" +eanan $en(uuran iner)a $aa uuran &inan-ial, 3an( meru$aan ?languag "*

    businss?

    %ern3a%a %ia .uu$" 5=a$lan Nor%on, 2000 19

    ;le arena i%u i$erluan $en(uuran iner)a %er$au, 3ai%u uuran euan(an an non

    euan(an" 'en(uuran iner)a %er$au aala $en(uuran euan(an 3an( i$auan en(an

     $elan((an 5cust")r , $ro-e- in%ernal, $ara $eer)a an -ea(ain3a" Sala -a%u en%u $en(uuran

    iner)a %er$au aala 4alancd Sc"rcard. 4alancd  Sc"rcard %e%a$ mem$er%aanan uuran

    &inan-ial -ea(ai -ua%u rin(a-an $en%in( iner)a ma%erial an i-ni-, an3a i%ama en(an

    -e$eran(a% uuran 3an( lei lua- an %er$au, 3an( men(ai%an $elan((an $eru-aaan -aa% ini,

     $ro-e- in%ernal, iner)a $eer)a an -i-%em en(an eera-ilan &inan-ial

     )an(a $an)an(" 4alancd Sc"rcard melen(a$i -e$eran(a% uuran &inan-ial iner)a ma-a lalu

    en(an uuran $enoron( 5drivrs iner)a ma-a e$an" +u)uan an uuran sc"rcard i%urunan ari

    i-i an -%ra%e(i" +u)uan an uuran memanan( iner)a $eru-aaan ari em$a% $er-$e%i& &inan-ial, $elan((an, $ro-e- i-ni- in%ernal, -er%a $emela)aran an $er%umuan" Em$a% $er-$e%i& ini memeri

    eran(a er)a a(i 4alancd Sc"rcard 5#ai, 2006 40

     BA+A%CED SC"RECARD SE;5I SIS3E0

    0NJE0EN 4alancd Sc"rcard meneanan uuran iner)a %er$au an meru$aan aa(ian -i-%em

    in&orma-i e$aa ar3aan #in*"r)ati"n syst) *"r )pl"y$ $aa -e%ia$ )en)an( or(ani-a-i"

    ?=ar3aan (ari- e$an 5 *r"nt lin )pl"y aru- men(er%i on-een-i euan(an ari e$u%u-an

    an %inaan merea $ara e-eu%i& -enior aru- memaami  era(ai &a%or 3an( menoron(

    eera-ilan &inan-ial )an(a $an)an(" +u)uan an uuran alam 4alancd Sc"rcard lei ari

    -eear -eum$ulan uuran iner)a &inan-ial an non&inan-ial u-u- -emua %u)uan an uuran ini

    i%urunan ari -ua%u  $ro-e- a%a- e aa 5t"p6d"+n 3an( i(eraan ole mi-i an -%ra%e(i uni% i-ni-" 4alancd Sc"rcard -earu-n3a mener)emaan mi-i an -%ra%e(i uni% i-ni- e alam

     era(ai %u)uan an uuran" 4alancd Sc"rcard men3a%aan aan3a e-eiman(an an%ara era(ai

    uuran e-%ernal $ara  $eme(an( -aam an $elan((an, en(an era(ai uuran in%ernal $ro-e- i-ni-

     $en%in(, inoa-i, -er%a  $emela)aran an $er%umuan" =e-eiman(an )u(a in3a%aan an%ara -emua

    uuran a-il < a$a 3an( i.a$ai ole $eru-aaan $aa a%u 3an( lalu

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    -umer a3a manu-ia, -i-%em an $ro-eur men(a-ilan inoa-i an $eraian 3an( n3a%a $aa

     $ro-e- i-ni- in%ernal, un%u e$en%in(an $elan((an an $aa airn3a, un%u e$en%in(an $ara

     $eme(an( -aam"

    2" Men(omunia-ian an men(ai%an era(ai %u)uan an uuran -%ra%e(i-"

    +u)uan an uuran -%ra%e(i- 4alancd Sc"rcard iomunia-ian e -eluru or(ani-a-i melalui -ura%

    earan, $a$an ulle%in, ieo an aan -e.ara ele%roni- melalui )arin(an om$u%er" =omunia-i

    %er-eu% memeri in&orma-i e$aa -emua $eer)a men(enai era(ai %u)uan $en%in( 3an(

    aru- i .a$ai a(ar -%ra%e(i or(ani-a-i era-il" Beera$a $eru-aaan eru-aa un%u men(uraian

    Jurnal Mana)emen Bi-ni-, Volume 2, Nomor 1, Januari 2009 7 – 14""""10

    uuran -%ra%e(i- %in(a% %in((i sc"rcard uni% i-ni- e alam uuran 3an( lei -$e-i&i $aa %in(a%

    o$era-ional" Sc"rcard )u(a memeri a-ar un%u men(omunia-ian -%ra%e(i uni% i-ni- un%u 

    mena$a%an omi%men $ara e-eu%i& or$ora-i an ean ire-i" Sc"rcard menoron( aan3a

    ialo( an%ara uni% i-ni- en(an e-eu%i& or$ora-i an an((o%a ean ire-i" #ialo( %er-eu% %ia

    an3a men(enai -a-aran

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     $en%in( alam memerian rin(a-an on-een-i %inaan eonomi- 3an( -ua iamil" Uuran

    iner)a &inan-ial memerian $e%un)u a$aa -%ra%e(i $eru-aaan, im$lemen%a-i an $ela-anaann3a

    memerian on%riu-i a%au %ia e$aa $enin(a%an laa $eru-aaan" +u)an &inan-ial ia-an3a

     eruun(an en(an $ro&i%aili%a-, 3an( iuur mi-aln3a ole laa o$era-i, rturn "n capital  

    )pl"yd #R(CE$% nilai %ama eonomi- 5c"n")ic valu addd " +u)uan &inan-ial lainn3a,

    mun(in eru$a $er%umuan $en)ualan 3an( .e$a% a%au %er.i$%an3a aru- a- 5Pran%, 1997 !!"

    +u)uan &ina-ial mun(in -an(a% erea un%u -e%ia$ %aa$ -ilu- iu$ i-ni-" +eori -%ra%e(i i-ni-

    menaaran eera$a -%ra%e(i 3an( erea 3an( a$a% iiu%i ole uni% i-ni-, ari $er%umuan

     $a-ar 3an( a(re-i& -am$ai e$aa on-olia-i i-ni-, eluar 

    an liia-i" 'aa umumn3a aa %i(a %aa$

    *ri-a Si$a3un( 4alancd Sc"rcard/ 'en(uuran =iner)a 'eru-aaan11

    0ro5th

    'eru-aaan 3an( -ean( er%umu eraa $aa aal -ilu- iu$ $eru-aaan" Merea

    men(a-ilan $rou an )a-a 3an( memilii $o%en-i $er%umuan" Un%u meman&aa%an $o%en-i ini,

    merea aru- melia%an -umer a3a 3an( .uu$ an3a un%u men(eman(an an menin(a%an

     era(ai $rou an )a-a aru meman(un an mem$erlua- &a-ili%a- $rou-i meman(un

    emam$uan o$era-i, menanaman ine-%a-i alam -i-%em, in&ra-%ru%ur an )arin(an i-%riu-i 3an(

    aan menuun( %er.i$%an3a uun(an (loal an memeliara -er%a men(eman(an uun(an3an( era% en(an $ara $elan((an" 'eru-aaan alam %aa$ $er%umuan mun(in ero$era-i en(an

    aru- a- 3an( ne(a%i& an $en(emalian moal ine-%a-i 3an( rena" +u)uan &inan-ial e-eluruan

     $eru-aaan alam %aa$ $er%umuan aala $er-en%a-e %in(a% $er%umuan $ena$a%an, an %in(a%

     $er%umuan $en)ualan i era(ai $a-ar -a-aran, elom$o $elan((an an ila3a"

     Sustain

    Sea(ian e-ar uni% i-ni- alam -eua $eru-aaan mun(in eraa $aa %aa$ er%aan,

    -i%ua-i imana uni% i-ni- ma-i memilii a3a %ari a(i $enanaman ine-%a-i an ine-%a-i ulan(,

    %e%a$i iara$an mam$u men(a-ilan $en(emalian moal 3an( .uu$ %in((i" Uni% i-ni- -e$er%i

    ini iara$an mam$u mem$er%aanan $an(-a $a-ar 3an( imilii an -e.ara er%aa$ %umu

    %aun emi %aun" +u)uan &inan-ial i %aa$ er%aan ia-an3a %erai% en(an $ro&i%aili%a-, in3a%aan

    en(an memaai uuran 3an( %erai% en(an laa aun%an-i -e$er%i laa o$era-i an mar)in o%or"

    Uuran ini men(an((a$ ine-%a-i moal i alam uni% i-ni- -ua %e%a$ 5 givnB"gn"us anmemin%a $ara mana)er un%u mema-imalan $ena$a%an 3an(

    ia-ilan ari ine-%a-i moal"

     !arvest 

    Sea(ian uni% i-ni- aan men.a$ai %aa$ eea-aan alam -ilu- iu$n3a, %aa$ imana

     $eru-aaan in(in ?menuai ine-%a-i 3an( iua% $aa ua %aa$ -eelumn3a" Bi-ni- %ia la(i

    memu%uan ine-%a-i 3an( e-ar, .uu$ un%u $emeliaraan $erala%an an a$aili%a-, uan

     $erlua-an a%au $eman(unan era(ai a$aili%a- aru" Se%ia$ $ro3e ine-%a-i aru- memilii

     $erioe $en(emalian ine-%a-i 3an( e&ini%i& an -in(a%"

    +u)uan u%aman3a aala mema-imalan aru- a- e or$ora-i" +u)uan &inan-ial e-eluruan un%u

     i-ni- $aa %aa$ menuai aala aru- a- o$era-i an $en(ema%an era(ai eu%uan moal er)a"

    #en(an emiian, )ela- aa %u)uan &inan-ial i -e%ia$ %aa$ -an(a% erea" +u)uan &inan-ial i

    %aa$ $er%umuan aan meneanan $er%umuan $en)ualan i $a-ar aru, e$aa $elan((an aruan ia-ilan ari $rou an )a-a aru, mem$er%aanan %in(a% $en(eluaran 3an( memaai un%u

     $en(eman(an $rou an $ro-e-, -i-%em, a$aili%a- $eer)a, $ene%a$an -aluran $ema-aran,

     $en)ualan an i-%riu-i aru"+u)uan&inan-ial i %aa$ er%aan aan er%um$u $aa uuran &inan-ial

    %rai-ional, -e$er%i R(CE% laa o$era-i an mar)in o%or" Semua uuran ini men3a%aan %u)uan

    &inan-ial la-i, men(a-ilan %in(a% $en(emalian moal ine-%a-i 3an( %in((i" #an %u)uan &inan-ial

     $eru-aaan i %aa$ menuai aan meneanan $aa aru- a-" Se%ia$ ine-%a-i aru- memerian

     $en(emalian a- 3an( -e(era an $a-%i" 'en(eman(an -eua 4alancd Sc"rcard  ole arenan3a

    aru- imulai en(an -ua%u ialo( a%i& an%ara CE( uni% i-ni- en(an CF( or$ora-i men3an(u%

     era(ai a%e(ori an %u)uan &inan-ial -$e-i&i uni% i-ni-"

    $B erspekti- elanggan

    #alam $er-$e%i& $elan((an 4alancd Sc"rcard , $ara mana)er men(ien%i&ia-i $elan((an

    an -e(men $a-ar imana uni% i-ni- %er-eu% aan er-ain( an era(ai uuran iner)a uni% i-ni- i

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    alam -e(men -a-aran" 'er-$e%i& ini ia-an3a %eriri a%a- eera$a uuran u%ama a%au uuran (eneri 

    eera-ilan $eru-aaan ari -%ra%e(i 3an( irumu-an an ila-anaan en(an ai" Uuran

    u%ama %er-eu% %eriri a%a- e$ua-an $elan((an, re%en-i $elan((an, aui-i-i $elan((an aru,

     $ro&i%aili%a- $elan((an an $an(-a $a-ar i -e(men -a-aran" Semua uuran %er-eu% a$a%

    ielom$oan alam -ua%u ran%ai uun(an -ea < aia% 5(amar !" Selain i%u $er-$e%i&

     $elan((an )u(a men.au$ era(ai uuran %er%en%u 3an( men)ela-an %en%an( $re$o-i-i nilai 3an(

    aan ierian $eru-aaan e$aa $elan((an -e(men $a-ar -a-aran" *a%or $enoron(

    eera-ilan $elan((an in%i i -e(men $a-ar %er%en%u meru$aan &a%or 3an( $en%in(, 3an( a$a%

    mem$en(arui e$u%u-an $elan((an un%u er$ina a%au %e%a$ lo3al e$aa $ema-on3a" 'er-$e%i& 

     $elan((an memun(inan $ara mana)er uni% i-ni- men(ar%iula-ian -%ra%e(i 3an( erorien%a-i

    e$aa $elan((an an $a-ar 3an( aan memerian eun%un(an &inan-ial ma-a e$an 3an( lei

     e-ar"

    Jurnal Mana)emen Bi-ni-, Volume 2, Nomor 1, Januari 2009 7 – 14""""12

    A=UISISI 'ELANPPAN 'R;*I+ABILI+AS 'ELANPPAN =E'UASAN 'ELANPPAN

    RE+ENSI 'ELANPPAN 'ANPSA 'ASAR 

    Pamar !" 'er-$e%i& 'elan((an

    Su)br/ 8aplan @ N"rt"n #1222 / 2$

    #B erspekti- roses ;isnis Internal

    #alam $er-$e%i& $ro-e- i-ni- in%ernal, $ara e-eu%i& men(ien%i&ia-i era(ai $ro-e- in%ernal

     $en%in( 3an( aru- iua-ai en(an ai ole $eru-aaan" 'ro-e- ini memun(inan uni% i-ni-

    un%u memerian $ro$o-i-i nilai 3an( aan menari $era%ian an mem$er%aanan $elan((an

    alam -e(men $a-ar -a-aran, an memenui ara$an eun%un(an &inan-ial 3an( %in((i $ara $eme(an(

    -aam" Uuran $ro-e- i-ni- in%ernal er&ou- e$aa era(ai $ro-e- in%ernal 3an( aan eram$a

     e-ar e$aa e$ua-an $elan((an an $en.a$aian %u)uan &inan-ial $eru-aaan"

    4eAutuhan pelanggan Di identi-ikasi 4enali pasar ;angun produkG=asa )iptakan produkG=asa

    Lun>urkan produkG=asa Layani pelanggan 4eAutuhan pelanggan terpuaskan roses ino%asi

    roses operasi roses Layanan

    urna =ual

    Pamar 4" 'er-$e%i& 'ro-e- Bi-ni- In%ernal

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    Ukuran inti HSIL Retensi eker=a rodukti%itas eker=a 4epuasan eker=a Iklim Untuk

    ;ertindak 4ompetensi Sta- In-rastruktur 3eknologi

    *a%or 3( mem$en(arui

    Pamar " =eran(a =er)a Uuran 'emela)aran an

    'er%umuan

    Su)br/ 8aplan @ N"rt"n #1222 / 001$

    *ri-a Si$a3un( 4alancd Sc"rcard/ 'en(uuran =iner)a 'eru-aaan1!

    ENU3U

    =eera-ilan $eru-aaan aa in&orma-i aan i%en%uan ole a(aimana ine-%a-i an $en(elolaan

    a%ia in%ele%ual ila-anaan" S$e-iali-a-i &un(-ional aru- iin%e(ra-ian e alam $ro-e- i-ni-

     erorien%a-i $elan((an" 'rou-i ma--al an $en3eiaan )a-a $rou an )a-a -%anar aru-

    i(an%ian ole $en.i$%aan $rou an )a-a inoa%i& 3an( &le-iel, re-$on-i& an ermu%u %in((i 3an(

    a$a% i-e-uaian en(an eu%uan -e%ia$ -e(men $elan((an -a-aran" Inoa-i an $enin(a%an

     $rou, la3anan an $ro-e- aan ia-ilan ole $ar%a $eer)a 3an( mena$a%an $ela%ian ulan(,

    %enolo(i in&orma-i 3an( -u$erior, an era(ai $ro-eur $eru-aaan 3an( -elara-"

    =eera-ilan a%au e(a(alan $eru-aaan %ia a$a% imo%ia-i a%au i uur alam )an(a $ene 

    ole moel aun%an-i euan(an %rai-ional" Moel &inan-ial %er-eu%, $aa umumn3a men(uur $eri-%ia ma-a lalu, uan ine-%a-i 3an( i%anamam alam era(ai a$aili%a- 3an( men(a-ilan

    nilai ma-a e$an"

    ;le arena i%u $eru-aaan a$a% men((unaan 4alancd Sc"rcard , -ua%u eran(a

    er)a un%u men(in%e(ra-ian era(ai uuran 3an( i%urunan ari -%ra%e(i $eru-aaan" Selain

    uuran iner)a &inan-ial ma-a lalu, balancd sc"rcard )u(a mem$erenalan $enoron( iner)a

    &inan-ial ma-a e$an" 'enoron( iner)a, 3an( meli$u%i $er-$e%i& $elan((an, $ro-e- i-ni- in%ernal,

    an $emela)aran -er%a $er%umuan, i%urunan ari $ro-e- $ener)emaan -%ra%e(i $eru-aaan 3an(

    ila-anaan -e.ara e-$li-i% an e%a% e alam era(ai %u)uan an uuran 3an( n3a%a" +u)uan

    &inan-ial men((amaran %u)uan )an(a $an)an( $eru-aaan, 3ai%u $en(emalian moal ine-%a-i

    3an( %in((i ari -e%ia$ uni% i-ni-" 'enera$an 4alancd Sc"rcard meman%u %er.a$ain3a %u)uan

    &inan-ial ini" 4alancd Sc"rcard a$a% memua% %u)uan &inan-ial men)ai e-$li-i%, an a$a%

    i-e-uaian un%u -e%ia$ uni% i-ni- alam era(ai %aa$ $er%umuan an -ilu- 3an( erea"#alam $er-$e%i& &inan-ial, sc"rcard memun(inan $ara e-eu%i& -e%ia$ uni% i-ni- un%u

    mene%a$an uan an3a uuran 3an( men(ealua-i eera-ilan )an(a $an)an( $eru-aaan, %e%a$i

     )u(a era(ai ariael 3an( ian((a$ $alin( $en%in( un%u men.i$%aan an menoron( %er.a$ain3a

    %u)uan )an(a $an)an(" Semua %u)uan an uuran alam $er-$e%i& lain aru- -alin( %erai% en(an

     $en.a$aian era(ai %u)uan i alam $er-$e%i& &inan-ial"

     'aa -aa% merumu-an $er-$e%i& $elan((an $ara mana)er aru- memilii (a(a-an 3an( )ela- %en%an(

    -e(men $elan((an an -e(men i-ni- -a-aran an memili -eran(aian $en(uuran a-il u%ama, 3ai%u

     $an(-a $a-ar, re%en-i, aui-i-i, e$ua-an an $ro&i%aili%a-, un%u -e(men -a-aran %er-eu%" 'ara

    mana)er )u(a aru- men(enali a$a 3an( inilai %in((i ole $ara $elan((an -e(men -a-aran an

    memili $ro$o-i-i nilai a$a 3an( aan ierian" #alam $er-$e%i& $ro-e- i-ni- in%ernal, $aramana)er men(ien%i&ia-i era(ai $ro-e- $en%in( 3an( aru- iua-ai ole $eru-aaan en(an ai

    a(ar mam$u memenui %u)uan $ara $eme(an( -aam an -e(men $elan((an -a-aran" Si-%em

     $en(uuran iner)a onen-ional memu-a%an $era%ian an3a $aa $eman%auan an $eraian ia3a,

    mu%u, an uuran era-aran a%u $ro-e- i-ni- $eru-aaan" Sean(an $enea%an 4alancd

    Sc"rcard  memun(inan %un%u%an iner)a $ro-e- in%ernal i%en%uan era-aran ara$an $ia

    e-%ernal %er%en%u" 4alancd Sc"rcard men(iu%-er%aan $ro-e- inoa-i -ea(ai -ua%u om$onen i%al

     $er-$e%i& $ro-e- i-ni- in%ernal, i-am$in( $ro-e- o$era-i an $ro-e- la3anan $urna )ual 'er-$e%i&

    3an( eem$a% aala $emela)aran an $er%umuan" =emam$uan un%u men.a$ai -a-aran

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    mela-anaan an mem$erole um$an ali -eua -%ra%e(i" 'ro-e- mana)emen 3an( ian(un i

    -e$u%ar sc"rcard memun(inan aan3a e-elara-an an $emu-a%an $era%ian e$aa $ela-anaan

    -%ra%e(i )an(a $an)an(" Bila i(unaan -e.ara %e$a%, 4alancd Sc"rcard  meru$aan a-ar

     $en(elolaan $eru-aaan i aa

    in&orma-i"

    D3R US34#a&%, Ri.ar L" 52002" Mana)emen, Ei-i =elima Jili 1 an 2, 'eneri% Erlan((a, Jaar%a"

    #ai, *re" R 5200" S%ra%e(i. Mana(emen%, :on.e$%- an :a-e-, 'ear-on, 'ren%i.e >all"

    #ai, *re" R, 52006" S%ra%e(i. Mana(emen%, Mana)emen S%ra%e(i-, Salema Em$a%, Jaar%a"

    Pran%, Roer% M, 51997" Anali-i- S%ra%e(i =on%em$orer, =on-e$, +eni, A$lia-i,

    Erlan((a, Jaar%a"

    Jurnal Mana)emen Bi-ni-, Volume 2, Nomor 1, Januari 2009 7 – 14"""""14

    >i%%, Mi.ael"A, Irelan >o-i--on, 52001 Mana)emen S%ra%e(i-, #a3a Sain( an

    Ploali-a-i, Salema Em$a%, Jaar%a"

    Jau. Plue., 51999" Mana)emen S%ra%e(i- #an =ei)aan 'eru-aaan, Erlan((a, Jaar%a"

    =a$lan R"S Nor%on #"', 52000" Balan.e S.ore.ar, Menera$an S%ra%e(i Men)ai A-i, Erlan((a,

    Jaar%a"=un.oro, Mura)a, 2006" S%ra%e(i, Ba(aimana Merai =eun((ulan =om$e%i%i&, Erlan((a, Jaar%a"

    'ear.e J"A Roin-on R"B, 5200" S%ra%e(i. Mana(emen%, *ormula-i, Im$lemen%a-i an

    'en(enalian, Buu 1, Salema Em$a%, Jaar%a"

    Su$ri3ono, 5199" Mana)emen S%ra%e(i #an =ei)a-anaan Bi-ni-, B'*E, o(3aar%a"

    +om-on, S%ri.lan, Pamle 52007" :ra&%in( an e/e.u%in( S%ra%e(3, +e Wue-% *or 

    :om$e%i%ie Aan%a(e, :on.e$%- :a-e-, M." Pra >ill, Irin"

    illiam, :u. 52001" Mana)emen, 'eneri% Salema Em$a%, Jaar%a"

    Enan( Suli-%3a Rini Men.i$%aan 'en(alaman =on-umen1

    0EN)I34N EN5L0N 4ONSU0EN

    DEN5N E6PER#E%$#A+ MARE$#%0 

    Endang Sulistya Rini

    S%a& 'en(a)ar *E USU

    Astra>tE/$erien%ial mare%in( (ie- .u-%omer- an o$$or%uni%3 %o en(a(e an in%era.% i% ran-, $rou.%-,

    an -eri.e- in -en-or3 a3- %a% $roie %e i.in( on %e .ae o& $roiin( in&orma%ion" 'er-onal

    e/$erien.e-

    el$ $eo$le .onne.% %o a ran an mae in%elli(en% an in&orme $ur.a-in( e.i-ion-" +e %erm

    ?e/$erien%ial

    mare%in( re&er- %o a.%ual .o-%omer- e-$erien.e- i% %e ranX$rou.%X-eri.e- %a% rie -ale- an

    in.rea-e

     ran ima(e an aarene-- %rou( -en-e, &eel, %in, a.%, an rela%e %o :om$an3 an Bran-" I%Y-

    i&&eren.e

     e%een %ellin( $eo$le aou% &ea%ure- o& $rou.% or -eri.e an le%%in( %em e/$erien.e %e ene&i%-

    &or 

    %em-ele-" en one ri(%, i%Y- %e mo-% $oer&ull %ool ou% %ere %o in ran lo3al%3"

    4ey1ords: sns% *l% t&ink% act% and rlat

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    ENDHULUN

    'aa era om$e%i-i 3an( main e%a% ini, eera-ilan men.i$%aan $er-e$-i $o-i%i& i ena 

    on-umen meru$aan &a%or $en%in( alam e-u-e-an $rouXmere, aan mun(in lei

     $en%in( ari$aa eun((ulan %enolo(i" =eun((ulan om$e%i%i& alam &un(-i %eni- $rou aala

     $en%in(, %e%a$i airn3a 3an( menen%uan $rou a$a% era-il i $a-ar aala on-umen"

    Ba(aimana men.i$%aan nilai emo-ional i $rouXmere an menimulan ra-a e$emilian e$aa

    mere %er-eu% -ein((a on-umen er-eia men3i-ian s&ar "*  +allt n3a un%u $rouXmere i%a

    aala un.i eera-ilan mere i $a-ar" =un.in3a aala men.i$%aan Bcllnt Bprinc en(an

    memua% $rou i-a ira-aan on-umen" Selama ini $elan((an an3a melia% ilan an ema-an

     $rou, %e%a$i %ia i-a mera-aan $roun3a" Jai, mau %ia mau .ara -e$er%i ini i%em$u $ara

     $rou-en -ein((a %er.i$%a bu "* +"rd " EBprinc -e.ara ara&ia iar%ian -ea(ai $en(alaman"

    +i(a $ulu %aun lalu, Al Rie- an Ja. +rou% alam ar%iel merea 3an( imua% alam Advrtising

     Ag e 3an( er)uul 9& !"siti"ning Era C")t&, men(a%aan aa $eran( $ema-aran uanla i

     $a-ar melainan i ena $elan((an -ein((a -e%ia$ e(ia%an $ema-aran -elalu ilauan un%u

    mereu% a%i $elan((an lea% $rou an )a-a #srvic$ a%au 3an( laimn3a i-eu% srvic

    Bcllnc 5Rie- an Rie- 200! Saa% ini, am$ir -emua $en3eia $rou an )a-a melauan a$a

    3an( i-eu% srvic Bcllnc" Srvic Bcllnc %ela men)ai -eua on-e$ a-ar 3an( aru-ilauan -eoran( $ema-ar" Saa% ini $elan((an mem$un3ai eua%an un%u memili 5inaro 200!"

    Ban3a ilan i ma)ala an oran 3an( memua% eera$a $rou 3an( en(an (en.arn3a

    memeri%aan irin3a -ea(ai $rou 3an( %ela memua-an $elan((an an mem$erole

     $en(ar(aan Satis*acti"n A+ard " Namun, e$ua-an on-umen %ia men)amin on-umen aan lo3al

     $aa -ua%u $rou 5Smi% an eeler, 2002" =arena i%ula, -aa% ini e$ua-an on-umen %ia la(i

    .uu$ un%u -u-e- alam unia $ema-aran 5inaro 200!" 'ine an Pilmore 51999

    men(ien%i&ia-i aa $enaaran 3an( ierian ole $eru-aaan e$aa $elan((ann3a a$a%

     eru$a omoi%i #C"))"ditis, aran( 5 g""ds, la3anan 5 srvics, an $en(alaman 5Bprincs"

    #aulu, -aa% era srvics c"n")y an srvic Bcllnc, aran( an la3anan 3an( a(u- -ua

    .uu$ un%u memua-an $elan((an" =arena i%ula e$ua-an $elan((an emuian men)ai uuran

    e-u-e-an -eua mere" Namun ini, i%a mema-ui era Bprintial c"n")y" Un%u i%ula,

     $rou aru- mam$u meman(i%an -en-a-i an $en(alaman 3an( aan men)ai a-i- lo3ali%a- $elan((an" =arena $er(e-eran ini, maa on-e$ e$ua-an $elan((an ini men)ai uran(

    relean EBprintial Markting meru$aan -ua%u me%oe $ema-aran 3an( rela%i& aru, 3an(

    i-am$aian e unia $ema-aran lea% -eua uu EBprintial Markting  H"+ %o 3t Cust")rs

    t" Sns% Fl% 9&ink% Act% and Rlat t" Y"ur C")pany and 4rands, ole Bern >" S.mi%%" S.mi%%

    51999 men3a%aan aa e-en-i ari on-e$ Bprintial  )arkting aala $ema-aran an

    mana)emen 3an( ioron( ole $en(alaman" Jurnal Mana)emen Bi-ni-, Volume 2, Nomor 1, Januari

    2009 1 – 20""" 16

    #alam uun3a, S.mi%% 51999 )u(a men(emuaan %en%an( $enea%an  *aturs and 

    bn*its 5* B alam $ema-aran %rai-ional" #alam $ema-aran %rai-ional ini, $ema-ar men(an((a$

    on-umen er&iir melalui -ua%u $ro-e- $en(amilan e$u%u-an, 3an( mana ma-in(

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    1" 'en(alaman 'elan((an" 'en(alaman $elan((an melia%an $an.a inera, a%i, $iiran 3an( a$a%

    menem$a%an $emelian $rou a%au )a-a i an%ara on%e- 3an( lei e-ar alam eiu$an"

    2" 'ola =on-um-i" Anali-i- $ola on-um-i a$a% menimulan uun(an un%u men.i$%aan

    -iner(i 3an( lei e-ar" 'rou an )a-a %ia la(i iealua-i -e.ara %er$i-a, %e%a$i a$a% iealua-i

    -ea(ai a(ian ari e-eluruan $ola $en((unaan 3an( -e-uai en(an eiu$an on-umen" >al 3an(

    %er$en%in(, $en(alaman -e%ela $emelian iuur melalui e$ua-an an lo3ali%a-"

    !" =e$u%u-an ra-ional an emo-ional" 'en(alaman alam iu$ -erin( i(unaan un%u memenui

    &an%a-i, $era-aan an e-enan(an" Ban3a e$u%u-an iua% en(an menuru%i a%a a%i an %ia

    ra-ional" EBprintial )arkting $elan((an mera-a -enan( en(an e$u%u-an $emelian 3an(

    %ela iua%" S.mi%% 51999 memerian -ua%u *ra)+"rk  al%erna%i& 3an( %eriri ari ua elemen,

    3ai%u Stratgic Bprinc )"duls 5SEM-, 3an( %eriri ari eera$a %i$e Bprinc an

     EBprinc pr"ducrs 5E/'ro-, 3ai%u a(en – a(en 3an( a$a% men(an%aran Bprinc ini"

    Stratgic Bprinc )"duls %eriri ari lima %i$e, 3ai%u -en-e, &eel, %in, a.%, an rela%e"

     Sense

    Sns aala a-$e< a-$e 3an( eru)u an a$a% ira-aan ari -ua%u $rou 3an( a$a%

    i%an(a$ ole elima inera manu-ia,meli$u%i $anan(an,-uara,au, ra-a, an -en%uan" Sns ini,

     a(i on-umen, er&un(-i un%u meni&eren-ia-ian -ua%u $rou ari $rou 3an( lain,un%u

    memo%ia-i $emeli un%u er%ina, an un%u memen%u valu $aa $rou a%au )a-a alam ena  $emeli" Inera manu-ia a$a% i(unaan -elama &a-e $en(alaman 5$ra $emelian, $emelian an

    -e-ua $emelian alam men(on-um-i -eua $rou a%au )a-a" 'eru-aaan ia-an3a menera$an

    un-ur -en-e en(an menari $era%ian $elan((an melalui al

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    1" Sua-ana a%i #)""ds$, Moo- meru$aan a**ctiv 3an( %ia -$e-i&i"Sua-ana a%i a$a%

    ian(i%an en(an .ara memerian -%imuli 3an( -$e-i&i 5S.mi%%, 1999" Sua-ana a%i meru$aan

    eaaan a&e%i& 3an( $o-i%i& a%au ne(a%i&" Sua-ana a%i -erin(ali mem$un3ai am$a 3an( ua%

    %eraa$ a$a 3an( iin(a% on-umen an mere a$a 3an( merea $ili"

    2" Emo-i #)"ti"n$% lei ua% ianin(an -ua-ana a%i an meru$aan $ern3a%aan a&e%i& ari

    -%imulu- 3an( -$e-i&i, mi-aln3a mara, iria%i, an .in%a" Emo-i

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    !" +am$ilan $rou, ai e-ain, ema-an, mau$u $enam$aan"

    Jurnal Mana)emen Bi-ni-, Volume 2, Nomor 1, Januari 2009 1 – 20"""""1

    4" C"6branding% meli$u%i een

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    men3aman(i on-umenn3a" =eairan R:: aala u)u e$eulian :i%ra 3an( in(in meman%u

     $erem$uan Inone-ia merai e.an%ian )ia' C$erien.e [one, >'I men3eiaan %em$a% u-u-

    i Bli% Me(a$le/, Pran Inone-ia, a(i .alon on-umenn3a un%u men(e%aui an men.oa -e.ara

    lan(-un( $rou'" =on-umen

    a$a% men.oa an er%an3a era(ai al 3an( erai%an en(an $rou" >' C$erien.e [one -e)alanen(an %ema am$an3e (loal >' 3an( ilun.uran ua %aun lalu, !rs"nal Again. Lea% >'

    C$erien.e [one, merea in(in lei menea%an iri en(an on-umen" Selama ini, alau memilii

    .au$an $rou 3an( -an(a% len(a$, ai un%u $er-onal mau$un or$ora%, .i%ra >' ma-i -an(a%

    or$ora%" Un%u i%u, ierian aa a%au -arana a(ar oran( mera-a $er-onal" *a-ili%a- >' C$erien.e

    [one men((unaan -i-%em ))brs&ip" Un%u men)ai an((o%a, .uu$ men(i-i a$lia-i 3an( %er-eia

    i >' C$erien.e [one" Selan)u%n3a, %in((al lo(in en(an men((unaan usr  id an pass+"rd 3an(

    ia&%aran" +ia aa ia3a un%u i%u" 'ola ean((o%aan i(unaan a(ar >'I i-a lei men(e%aui

    -ia$a on-umenn3a" :ara menea%an iri e$aa on-umen %an$a aru- %au -ia$a on-umen an

    a$a a-$ira-i, an meran(-an( an((o%an3a, >'I menaaran era(ai en%u $ro(ram r+ard p"int

    3an( a$a% i%uaran en(an &a-ili%a- i alam a%au$un i luar Bli%" Selain memii on-umen

     $eroran(an, >' C$erien.e [one i%u)uan $ula a(i alan(an u-aa e.il'I erani

    men(amil ini-ia%i& %er-eu% alau$un merea -aar aa >' an3ala -ala -a%u a(ian

    ari +I" >' in(in men.i$%aan s)art "**ic a(i U=M, U)arn3a" Un%u men.a$ai %u)uan i%u, >'I

    men)a)ai er)a -ama en(an era(ai $ia, -e$er%i $eru-aaan a$lia-i 5erai%an en(an

     $rou%ii%a- -er%a $eranan an &inan-ial 5erai%an en(an a**"rdability"

    #B Ra=a1ali Hiyoto

    'rou-en eera$a mere .a% ini aan memim$in $a-ar i eera$a area men.i$%aan on-e$ a$ur 

    .a% 3an( inamaan Ral-%on ?#e Ver&euen" #a$ur .a% ini iua% un%u eluar ari $er-aina(n .a%

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    i Inone-ia 3an( men)ai $rou omoi%a-" +ia$i3o%o %ia men(iu%i $emain lain 3an( an3a er&ou- $aa

    ar(a, %e%a$i menaaran $en(alaman an -olu-i e$aa on-umen"

    ENU3U EBprintial Markting aala %eni $ema-aran 3an( men)ema%ani on-umen en(an

    mere $rou $eru-aaan" #ulu, alam mema-aran $rou, %im $ema-aran $eru-aaan aan mem<

    b"") $a-ar en(an ilan meia ma-a, sa)pling% talk s&"+% an -ea(ain3a %an$a mem$erulianoni-i $a-ar" #i ma-a ini $ema-ar -eain3a mulai men.ari a$a 3an( -eenarn3a men)ai ein(inan

    on-umen" =arena $eru-aaan uanla $emain %un((al i $a-ar" +in(a% $er-ain(an 3an( main

    e%a% memua% on-umen main memilii $ilian alam memili $rou 3an( -e-uai en(ann3a"

    'rouXmere 3an( era-il i$a-ar aala 3an( era-il men.i$%aan emo-ional melalui $en(alaman

     $aa on-umenn3a -ein((a men(a-ilan lo3ali%a- on-umen alam men((unaan $rouXmere"

    'enean Bprintial alam melun.uran mere inilai lei e&e%i& an relean ianin(an

    en(an a$a 3an( a$a% i%aaran ilan meia ma--a" =arena alam Bprintial )arkting% i%a

     $erlu men.i$%aan $er-e$-i on-umen 3an( meli$u%i sns%  *l% t&ink% act an rlat. Sua%u mere

    ini aru- a$a% men3en%u elima un-ur ini" =on-umen me-%i i-a mera-aan, memiiran an

     er%ina -e-uai ara$ann3a" Baan )ia memun(inan, %er.i$%a ra-a memilii %eraa$ -ua%u

    mere, -ein((a airn3a al ini men)ai i&eren-ia-i a(i mere %er-eu%" Ini a$a% memua%

    on-umen 5$en((una men)ai lo3ali-, an emuian men)ai adv"cat. Lei la(i, nilai mere uan la(i an3a %er(an%un( $aa i&eren-ia-i $roun3a 5 *uncti"nal bn*it$% %a$i )u(a i&eren-ia-i

    alam emo-ionaln3a 5)"ti"nal bn*it$.

    D3R US34

    >ia3a%, +au&i, 2007" ?:i$%aan Prea% E/$erien.e, S+a S)bada, No" 1XCCIII 12", 1999" ?E/$erien%ial Mare%in(, %$$XX$ioneer"ne%-er" .ula"%X\ .iea%iX

    *a%om]E/$]Mare%in("%ml Smi%, Saun Joe eeler, 2002" Managing 

    Cust")r EBprinc/ 9urning Cust")r int" Adv"cats, Prea% Bri%ain 'ren%i.e >all"

    inaro, Ba3u E", 200!" E/$erien%ial Mare%in( Ala S%aru.-, Rpublika, 27 Noemer"

    Arlina Nurai%3 Lui- an Mar%in 'en(aru >ar(a 5'ri.e an =uali%a- 'ela3anan21

    EN5RUH HR5 6RI)E7 DN 4ULI3S ELNN

    6SERI)E ?ULI37 3ERHD 4EUSN SIEN R/3 IN

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    DI RSU DELI 0EDN

    rlina NurAaity LuAis! dan 0artin$

    1 S%a& 'en(a)ar *E USU

    2Alumni *E USU

    Astra>t+e $ur$o-e o& %e re-ear. i- %o e/amine %e in&luen.e o& %e $ri.e an -eri.e 8uali%3 %o .on-umerY-

    -a%i-&a.%ion a% RSU #eli Mean" +e re-ul% o& %e re-ear. ini.a%e %a% %e $ri.e an -eri.e 8uali%3

    are %o(e%er 

    ae -i(ni&i.an% e&&e.% %oar .on-umerY- -a%i-&a.%ion" +e re-ul% al-o ini.a%e- %a% $ri.e ae more

    ominan%

    an -i(ni&i.an% e&&e.% %an -eri.e 8uali%3 %oar- .on-umerY- -a%i-&a.%ion a% RSU #eli Mean"

    4ey1ords satis*acti"n% pric% and srvic 'uality

    !B ENDHULUN

    !B! Latar ;elakangJa-a aru- a$a% memua-an ein(inan an eu%uan on-umen arena 3an( i%aaran $aa

    a-arn3a %ia eru)u an %ia men(a-ilan e$emilian a$a$un" =e(ia%an )a-a %iala

    %erle$a- ari $rou-en an on-umen i%u -eniri, )a-a 3an( ierian ole $rou-en e$aa on-umenaan erman&aa% a$aila )a-a 3an( ierian a$a% -am$ai e$aa on-umen un%u memenui

    eu%uann3a" Ma-3araa%, -ea(ai on-umen, %en%u -elalu men(ara$an aan3a $ela3anan 3an(

     ai alam u-aa memenui eu%uan an ein(inann3a, en(an ereman(n3a eonomi,

    %enolo(i an a3a $iir ma-3araa% on-umen $a-%i men3aari aa iri ini mem$un3ai a un%u

    mena$a%an $ela3anan 3an( ai -er%a ia3a 3an( ieluaran un%u memenui eu%uan an

    ein(inan aru- -e-uai en(an 3an( iara$an, -ein((a alam ran(a $emenuan eu%uan an

    ein(inan %er-eu% aru- iirin(i ole %in(a% e$ua-an" 'eru-aaan )a-a ruma -ai% aala -ala -a%u

     ian( )a-a 3an( %ia %er$i-aan ari $en(elolaan e(ia%an $ema-aran, %u)uan u%ama ari

    i%era$ann3a $enea%an $ema-aran )a-a $aa ruma -ai% aala un%u memua-an $a-ienn3a"

    +u)uan %er-eu% a$a% %eru)u a$aila $ela3anan 3an( ierian lei ari a$a 3an( iara$an ole

     $a-ien" Ban3a &a%or 3an( mem$en(arui e$ua-an $elan((an -ala -a%un3a aala &a%or ar(a"

    >ar(a meru$aan a-$e $en%in(, namun 3an( %er$en%in( aala uali%a- $ela3anan (una men.a$aie$ua-an $a-ien" Me-i$un emiian elemen ini mem$en(arui $a-ien ari -e(i ia3a 3an(

    ieluaran, ia-an3a -emain maal ar(a $eraa%an maa $a-ien mem$un3ai ara$an 3an( lei

     e-ar" RSU #eli Mean meru$aan -ala -a%u ruma -ai% 3an( menaaran )a-a e-ea%an 3an(

     eruali%a- i-er%ai en(an ar(a 3an( er-ain(" >ar(a 3an( i%aaran ole RSU #eli Mean -e-uai

    en(an uali%a- $ela3anan 3an( ierian -ein((a $en((una )a-a e-ea%an i ruma -ai% ini

    mena$a% -ua%u e$ua-an" >al ini %am$a ari )umla $a-ien 3an( -emain menin(a% -e%ia$

    %aunn3a"

    !B$ erumusan 0asalah

    Bera-aran la%ar elaan( ma-ala 3an( %ela iuraian -eelumn3a, maa $enuli- merumu-an

    ma-ala -ea(ai eriu% A$aa &a%or ar(a an uali%a- $ela3anan er$en(aru $o-i%i& an

    -i(ni&ian %eraa$ e$ua-aan $a-ien raa% ina$ i RSU #eli [email protected]"

    !B# Hipotesis

    Bera-aran la%ar elaan( ma-ala an eran(a on-e$%ual 3an( %ela i$a$aran maa $enuli-

    merumu-an i$o%e-i- -ea(ai eriu% *a%or ar(a an uali%a- $ela3anan er$en(aru $o-i%i& an

    -i(ni&ian %eraa$ e$ua-an $a-ien raa% ina$ i RSU #eli Mean"

    !B. emAatasan 0asalahAa$un a%a-an o$era-ional alam $eneli%ian ini ^ala memaa- $en(aru ar(a an uali%a-

     $ela3anan %eraa$ e$ua-an $a-ien raa% ina$ i RSU #eli Mean"

    !B2 3u=uan enelitian

    Un%u men(e%aui an men(anali-i- $en(aru ar(a 5 !ric an uali%a- $ela3anan 5:uality Srvic

    %eraa$ e$ua-an $a-ien raa% ina$ i RSU #eli Mean"

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    Jurnal Mana)emen Bi-ni-, Volume 2, Nomor 1, Januari 2009 21 – 24"""22

    $B 0E3ODE ENELI3IN

    $B! De-inisi Operasional ariaAel

    #e&ini-i ariaelar(a meru$aan -e-ua%u 3an( i-eraan alam $er%uaran

    un%u mena$a%an -ua%u aran( a%au )a-a"

     " Variael Ine$enen 5C2 =uali%a- 'ela3anan" =uali%a- $ela3anan aala e-eluruan ara%eri-%i 

    ari -ua%u $rou a%au )a-a alam al emam$uann3a un%u memenui e$ua-an $elan((an"

    ." Variael #e$enen 5 =e$ua-an 'a-ien =e$ua-an meru$aan %in(a% $era-aan i mana -e-eoran(

    men3a%aan a-il $eranin(an a%a- iner)a $rou a%au )a-a 3an( i%erima an 3an( iara$an"

    $B$ Skala engukuran ariaAel

    'en(uuran $en(aru ar(a an uali%a- $ela3anan %eraa$ e$ua-an $a-ien i RSU #eli Mean

    melalui -ala Lier% i(unaan en(an lima %in(a%an 3an( ieri -or -ea(ai eriu% 5Su(i3ono,

    20046

    a San(a% -e%u)u ieri -or lima

      Se%u)u ieri -or em$a%. Ra(u

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    2" U)i Serem$a 5U)i *

    'en(u)ian ini ima-uan un%u men(e%aui a$aa %era$a% $en(aru -e.ara er-ama-ama

    ariael ea- %eraa$ ariael %eria%" U)i * ilauan -e.ara -eren%a un%u memu%ian i$o%e-i-

    aal %en%an( $en(aru ar(a 5C1 an uali%a- $ela3anan 5C2 -ea(ai ariael ea-, %eraa$

    e$ua-an $a-ien 5 -ea(ai ariael %eria%" 'en(amilan e$u%u-ann3a en(an memanin(an

    nilai *i%un( en(an nilai *%ael" Bila *i%un( lei e-ar ari nilai *%ael maa a$a% i-im$ulan

     aa ariael ea- alam moel mem$en(arui ariael %eria%" Moel i$o%e-i- 3an( i(unaan

    aala

    >0 1D2D0 ar%in3a ariael ea- 5C1, C2 -e.ara er-ama0 1G2G0 ar%in3a ariael ea- 5C1, C2 -e.ara er-ama<

    -ama er$en(aru $o-i%i& an -i(ni&ian %eraa$ ariael %eria% 5"

     Nilai *i%un( aan ianin(an en(an nilai *%ael" =ri%eria $en(amilan e$u%u-an, 3ai%u

    >0 i%erima ila *i%O*%a $aa H D

    >0 i%ola ila *i%K*%a $aa H D

    !" U)i Se.ara 'ar-ial 5U)i0 1 D 0

    Arlina Nurai%3 Lui- an Mar%in 'en(aru >ar(a 5'ri.e an =uali%a- 'ela3anan2!

    Ar%in3a, -ua%u ariael ine$enen uan meru$aan $en)ela- 3an( -i(ni&ian %eraa$

    ariael e$enen >0 1 G 0 Ar%in3a, -ua%u ariael ine$enen meru$aan $en)ela- 3an( -i(ni&ian

    %eraa$ ariael e$enen" =ri%eria $en(amilan e$u%u-an

    >0 i%erima )ia %i%O%%a $aa H D

    >0 i%ola )ia %i%K%%a $aa H D

    4" =oe&i-ien #e%ermina-i 5R2

    'en(u)ian on%riu-i $en(aru ari ariael ea- 5C1, C2 %eraa$ ariael %ia ea- 5, a$a%

    ilia% ari oe&i-ien e%ermina-i er(ana 5R2 imana 0OR2O1" >al ini menun)uan )ia R2

    -emain ea% en(an 1, maa $en(aru ariael ea- 5C1, C2 %eraa$ ariael %ia ea- 5-emain

    ua%" Sealin3a )ia R2 -emain ea% $aa 0 maa $en(aru ariael ea- 5C1, C2 %eraa$

    ariael %ia ea- 5 -emain lema"

    #B HSIL DN E0;HSN

    aB engu=ian 4oe-isien Determinasi 6R$7

    'en(u)ian en(an men((unaan u)i oe&i-ien e%ermina-i 5R2 a%au Poone-- o& *i% +e-%, 3ai%u un%u

    melia% e-arn3a $en(aru ariael ea- 3ai%u ar(a 5C1 an uali%a- $ela3anan 5C2 %eraa$

    ariael %eria% 3ai%u e$ua-an $a-ien 5" Nilain3a aala 0

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    NO

    U)i * menun)uan a$aa -emua ariael ea- 5C 3an( ima-uan alam moel mem$un3ai

     $en(aru -e.ara er-amaar(a meru$aan a-$e

     $en%in(, namun 3an( %er$en%in( aala uali%a- $ela3anan (una men.a$ai e$ua-an $a-ien 5+)i$%ono,

    200 17" Bera-aran a-il $eneli%ian a$a% iu%ian aa ariael ar(a memilii $en(aru

    3an( -i(ni&ian %eraa$ e$ua-an $elan((an" Baan era-aran $eneli%ian ini, ariael ar(a lei

    ominan ianin( ariael uali%a- $ela3anan" >al ini menun)uan aa ariael ar(a an

    uali%a- $ela3anan -e.ara er-ama

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    RSU #eli Mean mena$a%an -ua%u e$ua-an an merea %ia -en-i%i& %eraa$ ar(a" ;ran( a%au

    ma-3araa% aan %eru- men((unaan )a-a e-ea%an i RSU #eli Mean -elama $enin(a%an ar(a

    i-e-uaian )u(a en(an $enin(a%an $ela3anann3a"

    .B 4ESI0ULNBera-aran a-il anali-i- 3an( %ela ilauan maa a$a% i-im$ulan -ea(ai eriu%

    1" Variael ar(a an uali%a- $ela3anan memilii $en(aru 3an( -i(ni&ian %eraa$ e$ua-an

     $a-ien raa% ina$ i RSU #eli Mean >ar(a an uali%a- $ela3anan 3an( i%aaran ole RSU #eli

    Mean inilai -an(a% ai -ein((a e$ua-an $a-ien )u(a %er.a$ai en(an ai"

    2" Bera-aran u)iair, Jo-e$ *", an M. #aniel" 2001" !)asaran 4uku 7 " Jaar%a Salema Em$a%"

    Le-mana, o(a" 2006" 'en(aru =uali%a- 'ela3anan +eraa$ =e$ua-an 'elan((an 'aa Ruma

    Maan A3am Baar on( Solo :aan( Mean" Skripsi" Malan( "&eunira"a."i

    Lu$i3oai, Rama%" 2001" Mana,)n !)asaran asa" Jaar%a Salema Em$a%"  Na-u%ion, M"N"

    2004" Mana,)n asa 9rpadu/

    9"tal Srvic Manag)nt " Bo(or '+" Palia Inone-ia" Rama-ari, Ri.3" 2007" 'en(aru =uali%a-

    'ela3anan +eraa$ :i%ra Pleni In%erna%ional >o-$i%al Mean" Skripsi" *Et

    +i- re-ear. aim %o no an anal3e &a.%or in&luen.e leel o& mo%ia%or &a.%or an 3(iene &a.%or %o

    or -a%i-&a.%ion o& ou% -our.in( em$lo3ee A-uran-i Jia Ber-ama 5AJB Bumi$u%era 1912 Se%iaui

    Bran.,

    Mean, an no &a.%or ain( an e&&e.% on mo-% ominan %o em$lo33eT- or -a%i-&a.%ion a% ou%

    -our.in(

    em$lo3ee A-uran-i Jia Ber-ama 5AJB Bumi$u%era 1912 Se%iaui Bran., Mean" +i- re-ear.

    me%o

    a$$lie i- e-.ri$%ie anali3%i.al me%o an mul%i$le re(re--ion anal3%i.al me%o an u-in( %e

    S'SS er-ion

    1"00 -o&%are a- $ro.e--in( a%a" +e a%a .olle.%ion %e.ni. o& $rimar3 a%a i- 3 i-%riu%in(

    8ue-%ionnaire-

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    in i. ariale- are mea-ure i% Lier% -.ale" +e re-ul% o& %i- re-ear. ini.a%e- %a%

    ine$enen% ariale

    a$$lie %a% i- mo%ia%or &a.%or an 3(iene &a.%or -imul%aneou-l3 an iniiuall3 a- -i(ni&i.an%

    in&luen.e %o

    ariale e$enen% %a% i- or -a%i-&a.%ion o& ou% -our.in( em$lo3ee A-uran-i Jia Ber-ama 5AJB

    Bumi$u%era

    1912 Se%iaui Bran., Mean" +e re-ul% o& %i- al-o ini.a%e- %a% mo%ia%or &a.%or i- i. mo-%

    ominan%

    in&luen.e- or -a%i-&a.%ion o& ou% -our.in( em$lo3ee A-uran-i Jia Ber-ama 5AJB Bumi$u%era

    1912

    Se%iaui Bran., Mean" Ba-e on e%erminan% ien%i&i.a%ion -oe %a% a)u-%e R_ i- 76 %a%

    mean- or 

    -a%i-&a.%ion o& ou% -our.in( em$lo3ee A-uran-i Jia Ber-ama 5AJB Bumi$u%era 1912 e&&e.%e 3

    mo%ia%or 

    &a.%or an 3(iene &a.%or 3 76 an 24 e&&e.%e 3 o%er ariale- %a% no% een u-e in %i-

    re-ear."

    4ey1ord )"tivat"r *act"r% &ygin *act"r% +"rk satis*acti"n

    L3R ;EL4N5

    A%mo-&ir $er%arun(an $eru-aaan a-uran-i ian memana-, a mean $eran(" Semua $emain

     ai a-uran-i )ia mau$un a-uran-i umum eru-aa memenan(an om$e%i-i" Be-arn3a a--e% an

     $erolean $remi meru$aan iniaor u%ama 5$reia% ra%in( 3an( men((amaran a$aa

     $eru-aaan a-uran-i %er-in(ir a%au er%aan i $a-ar" alau$un %a)amn3a $er-ain(an $eru-aaan

    a-uran-i $a%un(an ermoal e-ar en(an $eru-aaan a-uran-i loal ermoal e.il, %a$i merea

    ma-i i-a er%aan iu$ en(an $eluan( $a-ar 3an( ma-i %erua =uran(n3a e-aaran

    ma-3araa% %eraa$ a-uran-i memua% $ene%ra-i $a-ar a-uran-i i Inone-ia rena ila

    ianin(an en(an ne(ara lain 5Mala3-ia,+ailan, Sin(a$ore era-aran a%a 3an( iim$un

    A-o-ia-i A-uran-i Jia Inone-ia 5AAJI menun)uan $o$ula-i -ee-ar 220 )ia an3a -ei%ar 2

    3an( iu% $ro(ram a-uran-i, Ini menun)uan ma-i lua-n3a $eluan( $a-ar a-uran-i i Inone-ia

    en(an melia% $o$ula-i )umla $enuu 3an( e-ar" 'eran ini aru- iman&aa% $ara a(en a-uran-iun%u mena$a%an %em$a% ia%i man-3araa% -ea(ai $eru-aaan a-uran-i 3an( mena$a%

    e$er)a3aan" Un%u mena$a% e$er)a3aan ima%a ma-3araa% -eoran( a(en aru- mam$u

    menun)uan $ro&e-ional, e)u)uran an eailan 3an( %in((i" Bera-aran al %er-eu% eera-ilan

     $eru-aaan a-uran-i un%u eri$ra i%en(a %eanan an $er-ain(an 3an( .uu$ %a)am un%u merai

     $remi ari $eme(an( $oli-, %en%un3a a(en a-uran-i mena$a% $era%ian 3an( -eriu- ari $eru-aaan

    un%u mem$era%ian %in(a% e$ua-an er)a a(en, arena a(en meru$aan u)un( %oma iner)a

     $eru-aaan" +ia i$un(iri la(i $eran a(en 3an( meme-aran $eru-aaan a-uran-i"

     =e$ua-an er)a ar3aan i$en(arui ole an3a &a.%or, menuru% %eori e$ua-an er)a 3an(

    iemuaan ole *reeri. >erer( alam Lu%an- 520062! men(emuaan +eori #ua *a%or

    3ai%u &a%or mo%ia%or an &a%or 3(iene" *a%or mo%ia%or eruun(an en(an a-$e

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    eluar ma-un3a ar3aan 5turn"vr " ;r(ani-a-i en(an ar3aan 3an( lei $ua- .enerun(

    memilii iner)a an %in(a% eairan 3an( lei %in((i -er%a turn"vr 3an( lei rena

    ianin(an en(an or(ani-a-i 3an( memilii ar3aan 3an( uran( $ua- 5Roin-, 2006102

    'eru-aaan A-uran-i Jia Ber-ama Bumi$u%ra 1912 meru$aan $eru-aaan a-uran-i na-ional 3an(

    %er%ua i Inone-ia 3an( men(aa$i era(ai rin%an(anX%an%an(an ari $eru-aaan a-uran-i 3an(

     ermoal e-ar, a-uran-i $a%un(an, a-uran-i na-ional an a-uran-i mili ne(ara" >al ini %en%un3a

     eram$a $aa a-uran-i loal 3an( ermoal e.il, 3an( %a $un3a a3a -ain(" AJB Bumi$u%era

    1912 memilii eua%an 3an( uni $aa $emilian 3ai%u )utual li* ar%in3a $eme(an( $oli- aala

     $eme(an( -aam, ;le -ea i%u a(en aru- eer)a era- en(an -un((uan an $enu %an((un(

     )aa,%ram$il an i$er)a3a -ein((a mam$u memerian $ela3anan %erai $aa $eme(an( $oli-"

    A(en memilii iner)a 3an( erai%an en(an %in(a% emam$uan un%u men.a$ai %ar(e% 3an(

    i%e%a$an $eru-aaan" Beriu% i-a)ian a%ii%a- $ena(ian $remi -er%a a%ii%a- $rou-i AJB

    Bumi$u%era 1912 :aan( Se%iaui Mean"

    +ael 1"A%ii%a- 'ena(ian 'remi A(en +aun +an((un( )aa $remi, 'remi %er%a(i Ra-io5

    200 4"666"!21"694 !"60!"00"244 77,2!

    2006 4""1"12 4"14"97"16 ,!4

    2007 "47!"21"69 4"14!"79"990 7,71200 6"00"9"14 4"0"!1"112 70,46

    Su)br/ 4agian Ad)inistrasi A4 4u)iputra 0=01 Cabang Stiabudi Mdan #di"la&$

    +ael 2" A%ii%a- $rou-i $oli- +aun +ar(e% Reali-a-i Ra-io

    200 600 60 10,!

    2006 70 60! 0,40

    2007 ! 776 90,97

    200 942 60 64,22

    Su)br/ 4agian Ad)inistrasi A4 4u)iputra 0=01 Cabang Stiabudi Mdan #di"la&$

    'aa +ael 1 a$a% ilia% alau$un %er)ai $enin(a%an an $enurunan 3an( eraria-i namun

     $ara a(en an3a mam$u men(um$ulan $remi %er%a(i -e-uai -%anar $eru-aaan $aa %aun 2006

    3ai%u ia%a- " >al 3an( -ama )u(a a$a% ilia%n$aa +ael 2 imana $ara a(en an3a mam$umem$rou-i $oli- -e-uai %ar(e% $aa %aun 200" >al ini %en%u men(inia-ian aan3a &a%or

    e$ua-an er)a 3an( elum %er$enui a%au e$ua-an er)a 3an( menurun $aa $ara a(en AJB

    Bumi$u%era 1912 :aan( Se%iaui, Mean"

    ERU0USN 0SLH

    Bera-aran la%ar elaan( ma-ala 3an( %ela iuraian -eelumm3a, maa $erumu-an ma-ala

    alam $eneli%ian ini ? *a%or

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    mem$un3ai uun(an en(an e$ua-an er)a" =e$ua-an ar3aan aan i$en(arui ole %er$enui

    a%au %ia &a%or mo%ia%or an &a%or 3(iene" Bera-aran $en)aaran %er-eu% maa ien%u

    eran(a on-e$%ual -ea(ai eriu%

    ulina an Sri ulan >arl3an%i *a%or

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    !" Sala 'en(uuran Variael

    'eneli%ian ini men((unaan -ala lier% 3an( i(unaan un%u men(uur -ia$, $ena$a% an $er-e$-i

    -e-eoran( a%au -eelom$o oran( %en%an( &enomena -o-ial 5Su(i3ono, 200 " Variael 3an( aan

    iuur i)aaran men)ai inia%or ariael 3an( eri -or un%u $ern3a%aan

    San(a% Se%u)u ieri -or , Se%u)u ieri -or 4, Ra(u

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    =e%eran(an D =e$ua-an er)a

    a D =on-%an%a

     1o 1D2D0, ar%in3a -e.ara er-amao 1G2G0, ar%in3a -e.ara $ar-ial %era$a% $en(aru 3an( $o-i%i& an -i(ni&ian ariael &a%or

    mo%ia%or 5C1 an &a%or 3(iene 5C2 %eraa$ ariael e$ua-an er)a 5" =ri%eria $en(amilan

    e$u%u-an

    >o i%erima )ia % i%un( O % %ael, H D

    >o i%ola )ia % i%un( K % %ael, H D

    NLISIS DES4RI3I

    =ue-ioner 3an( i-earan $aa re-$onen erian $er%an3aanal ini menun)uan aa

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    ma3ori%a- a(en 3an( eer)a $aa A-uran-i Jia Ber-ama 5AJB Bumi$u%era 1912 :aan( Se%iaui

    Mean er$eniian %erair #i$loma"

    2" Ma-a =er)a

    Bera-aran $eneli%ian 3an( ilauan maa a$a% ie%aui ma-a er)a re-$onen a$a% ilia% $aa

    %ael i aa ini"

    4" Ma-a er)a re-$onen Ma-a er)a *reuen-i 'er-en%a-e 5

    1al ini menun)uan aa ma3ori%a- ma-a er)a a(en -ua .uu$ lama eri-ar 16 – 20

    %aun"

    !" U-ia Re-$onen

    Bera-aran $eneli%ian 3an( ilauan maa a$a% ie%aui ara%eri-%i u-ia re-$onen" Aa$un

    u-ia re-$onen a$a% ilia% $aa +ael eriu% ini" +ael " U-ia Re-$onen

    U-ia Re-$onen *reuen-i 'er-en%a-e 5

    O!0 %aun 6 20

    !1

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    ani%a 19 6!,!

    Jumla !0 100

    Su)br/ !ng"la&an data pri)r #122=$ Jurnal Mana)emen Bi-ni-, Volume 2, Nomor 1, Januari

    2009 2 – !2 !0

    'aa +ael 6 a$a% ie%aui aa ma3ori%a- re-$onen er)eni- elamin ani%a 3ai%u -ee-ar 19

    oran( a%au 6!,! -ean(an $ria an3a er)umla 11 oran( a%au !6"7"

    NLISIS S33IS3I4 

    U=i Hipotesis

    'en(u)ian i$o%e-i- ima-uan un%u melia% $en(aru ariael ea- &a%or mo%ia%or 5C1

    an &a%or 3(iene 5C2 en(an ariael %eria% e$ua-an er)a" #alam $eneli%ian ini $en(u)ian

    ilauan en(an me%oe en%er" #ie%aui aa &a%or mo%ia%or 5C1 an &a%or 3(iene 5C2

    meru$aan ariael ea- 3an( i(unaan -ean(an ariael %eria%n3a aala e$ua-an er)a 5"

    'er-amaan re(re-i linear er(ana a$a% ie%aui ari +ael eriu% ini

    +ael 7" 'er-amaan Re(re-i

    )oe--i>ientas2"629 !"1 "7!4 "469

    1"091 "22 "61 4"! "000

    "!6 "2 "2! 2"104 "04

    5:on-%an%

    Mo%ia%or *a. >3(iene *a.% Moel 1 B S%" Error Un-%anarie :oe&&i.ien%- Be%a S%anarie

    :oe&&i.ien%- % Si("

    a" #e$enen% Variale =e$ua-an =er)a

    Su)br/ Hasil png"la&an data #S!SS vrsi 0al ini menun)uan aa moel 3an(

    i(unaan .uu$ ua%"

    2" U)i *

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    U)i * 5u)i -erem$a aala un%u melia% a$aa ariael ea- 3ai%u &a%or mo%ia%or 5C1 an

    &a%or 3(iene 5C2 -e.ara er-amao 1D2D0, ar%in3a -e.ara er-ama3(iene *a.%or, Mo%ia%or *a.%or 

     " #e$enen% Variale =e$ua-an =er)a

    Su)br/ Hasil png"la&an data #S!SS vrsi 0

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    -i(ni&ian-i 0,000 5lei e.il ari 0,0, maa >o i%ola an >a i%erima arena % i%un( 54,! K %

    %ael 52,0" Bera-aran al %er-eu% a$a% i-im$ulan aa ariael &a%or mo%ia%or 5C1

    -e.ara $ar-ial er$en(aru $o-i%i& an -i(ni&ian %eraa$ ariael e$ua-an er)a 5" >al ini erar%i

    &a%or mo%ia%or 3an( %eriri ari eera-ilan $ela-anaan, $en(ar(aan, %an((un( )aa, $eer)aan

    i%u -eniri, e-em$a%an un%u ereman(, an e-em$a%an un%u ma)u 3an( aa alam $eer)aan

    -ua .uu$ ai arena mam$u menin(a%an e$ua-an er)a -ein((a a$a% menin(a%an

     $en.a$aian %ar(e% $ara $e(aai"

    2 'aa ariael &a%or 3(iene 5C2 ie%aui aa nilai % i%un( D 2,104 en(an %in(a%

    -i(ni&ian-i 0,045lei e.il ari 0,0, maa >o i%ola an >a i%erima arena % i%un( 52,104 K %

    +ael 52,04" Sein((a a$a% i-im$ulan aa ariael &a%or 3(iene 5C2 -e.ara $ar-ial

     er$en(aru $o-i%i& an -i(ni&ian %eraa$ ariael e$ua-an er)a 5" >al ini erar%i &a%or 3(iene

    3an( %eriri ari ei)aan $eru-aaan, $en(aa-an, uun(an en(an rean er)a, u$a, an oni-i

    er)a 3an( aa alam $eru-aaan -ua .uu$ ai arena mam$u menin(a%an e$ua-an er)a

    -ein((a a$a% menin(a%an $en.a$aian %ar(e% $e(aai" >al %er-eu% )u(a menun)uan aa

     $eru-aaan %ela mam$u men.i$%aan lin(un(an er)a 3an( onu-i& a(i $ara a(enn3a" alau$un

     *act"r )"tivat"r an *act"r &ygni mem$en(arui e$ua-aan er)a a(en %a$i $eru-aaan aru- lei

     $ea en(an -i%ua-i lin(un(an 3an( om$e%i%i$ en(an $eru-aaan a-uran-i )ia lainn3a" ;le -ea

    i%u $eru-aaan mem$era%ian %in(a% e$ua-an a(en, a(ar iner)a menin(a%! Bera-aran a-il u)ia-iuan, Mala3u S"', 200!" Mana,)n Su)br Daya Manusia, Bumi A-ara, Jaar%a"

    =erlin(er, *re N, 2000" Aas6aas !nlitian, UPM Unier-i%3 're--, Jo()aar%a"

    =rei%ner, Roer% an An(elo =ini.i, 200" !rilaku (rganisasi, Salema Em$a%, Jaar%a"

    =un.oro, Mura)a%,200!" Me%oe Ri-e% Un%u Eonomi Bi-ni-, 'eneri% Erlan((a, Jaar%a"

    Lu%an-, *re, 2006" !rilaku (rganisasi, Ei-i Se$ulu, 'eneri% An3, o(3aar%a"

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    Ma%i-, Roer% L Jon >" Ja.-on, 2002, Mana,)n Su)br Daya Manusia, )ili 2, Salema

    Em$a%, Jaar%a"

    Roin, S%e$en ' an +imo%3 A" Ju(e, !rilaku(rganisasi, 'ren%i.e >all, Jaar%a

    San%o-o, Sin((i, 2004" S!SS Statistik !ara)trik , 'eneri% '+ Ele/ meia om$u%ino, =elom$o

    Prameia, Jaar%a"

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