SEPTIANI, RATIH (2017) PENGARUH CORPORATE IMAGE, VALUE CO-CREATION, PERSONAL SELLING DALAM MEMBANGUN KEUNGGULAN BERSAING ( KAJIAN PADA NASABAH PT ASURANSI JIWA CENTRAL ASIA RAYA). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitan ini untuk mengetahui pengaruh Corporate image, value cocreation dan personal selling terhadap keunggulan bersaing. Objek penelitian ini adalah nasabah PT Asuransi Jiwa Central Asia Raya yang berlokasi di Jakarta. Penelitian ini dilakukan terhadap 180 responden dengan menggunakan pendekatan deskriptif kualitatif. Karena itu, analisis data yang digunakan adalah analisis statistik dalam bentuk model persamaan struktural (Structural Equation Modelling – SEM) dengan program Linear Structural RELationship (LISREL). Hasil penelitian ini menunjukkan bahwa secara parsial dan simultan, variabel corporate image dan personal selling berpengaruh terhadap keunggulan bersaing sedangkan variable value co-creation tidak mempengaruhi terhadap keunggulan bersaing pada PT Asuransi Jiwa Central Asia Raya.This research aims to know the influence of corporate image, value cocreation, personal selling to competitive advantage. The object for this research is the potientals clients of PT Asuransi Jiwa Central Asia located in Jakarta. This research was done to 180 respondents by using qualitative-descriptive approach. Thus, data analys which is used is statistic analysis in the form of structural equation model (Structural Equation Modeling - SEM) with a program Linear Structural Relationship (LISREL). The results of this study indicate that partially and simultaneously, variable corporate image and personal selling impact on competitive advantage while the variable value co-creation does not significantly affect the competitive advantage at PT Asuransi Jiwa Central Asia Raya.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 17 338 |
| NIM/NIDN Creators: | 43112120163 |
| Uncontrolled Keywords: | corporate image, value co-creation, personal selling, keunggulan bersaing, Asuransi, Asuransi Jiwa |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.9 Accounting for Specific Kinds of Organizations/Akuntansi untuk Jenis Organisasi Tertentu > 657.95 Corporations/Perusahaan 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 16 Mar 2017 15:05 |
| Last Modified: | 05 Feb 2024 06:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/33404 |
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