PENGARUH PROMOSI, HARGA, DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN JASA ASURANSI JIWA (STUDI KASUS PADA ASURANSI JIWA PT PRUDENTIAL LIFE ASSURANCE DI JAKARTA BARAT

ASTUTI, PUJI (2019) PENGARUH PROMOSI, HARGA, DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN JASA ASURANSI JIWA (STUDI KASUS PADA ASURANSI JIWA PT PRUDENTIAL LIFE ASSURANCE DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is to know the influence of promotion, price and quality service against the consumer loyalty of Prudential Insurance. This research was conducted against the 150 respondents to do qualitative method. The data analysis used was Structural Equation Modelling analysis. The results of this research showed that promotion variables have a significant effect on the consumer loyalty of Prudential Insurance. Meanwhile, price variables influential negative and no significant effect on consumer loyalty. Then, quality service variables influential significant effect on the consumer loyalty of Prudential Insurance. Keywords: Promotion, price, quality service and consumer loyalty Penelitian ini bertujuan untuk mengetahui pengaruh Promosi, Harga dan Kualitas Pelayanan terhadap Loyalitas konsumen jasa Asuransi Jiwa Prudential. Penelitian ini dilakukan terhadap 150 responden dengan melakukan metode kuisioner kualitatif. Analisis data yang digunakan adalah analisis SEM (Structural Equation Modelling). Hasil penelitian ini menunjukkan bahwa variabel promosi berpengaruh signifikan terhadap loyalitas konsumen. Sedangkan, variabel harga berpengaruh negatif dan tidak signifikan terhadap loyalitas konsumen. Kemudian, untuk variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas konsumen. Kata kunci: Promosi, Harga, Kualitas Pelayanan dan Loyalitas Konsumen.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 338
NIM/NIDN Creators: 43114110390
Uncontrolled Keywords: Promosi, Harga, Kualitas Pelayanan dan Loyalitas Konsumen.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 25 Jun 2019 07:24
Last Modified: 25 May 2022 07:27
URI: http://repository.mercubuana.ac.id/id/eprint/49119

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