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ANALISIS DAMPAK PROGRAM PROMOSI, HARGA, DAN LAYANAN YANG DIBERIKAN MENGENAI LOYALITAS NASABAH DAN KEPUTUSAN MEMBELI ASURANSI JIWA PT ASURANSI JIWA MEGA LIFE

  • Kategori : Jurnal Nasional
  • Penulis : Anshori
  • Identitas : JURNAL ALIANSI UMIBA NO.1 VOL.19 E-ISSN 2541-545X and p-ISSN 1907-3666
  • Abstrak :

    This study’s objective was to ascertain how cost and service quality interacted, and promotion on client loyalty and life insurance product purchases at PT Asuransi Jiwa Mega Life. Fieldwork and library research are the research methods employed, and multiple linear regression, multivariate correlation, and multivariate identification are the analysis techniques. At PT Asuransi Jiwa Mega Life, Decisions to purchase life insurance are strongly and favorably correlated with client loyalty products and promotion, price, and service quality. This implies that as these factors rise, so will customer loyalty and purchasing decisions, or vice versa. At PT Asuransi Jiwa Mega Life, customer loyalty and insurance product purchases increased by 66.3% as a result of promotions, prices, and service quality; the remaining 33.7% was influenced by variables unrelated to these three areas. At PT Asuransi Jiwa Mega Life, there is a strong correlation between customer loyalty and life insurance product purchase decisions and promotions, prices, and service quality.

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