ALFIANSYAH, ANDREY (2010) ANALISA SIKAP KONSUMEN TERHADAP PRODUK ASURANSI KESEHATAN KUMPULAN DALAM PENENTUAN STRATEGI MENINGKATKAN KEPUASAN NASABAH PT.BNI LIFE ISURANCE DI WILAYAH JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The writing of this final work will research on health insurance participants of PT. BNI Life Insurance particularly health insurance participants in Jakarta. The object of the final work research is health insurance participants of BNI Life particularly those who are living in five areas of Jakarta. Data used are primary and secondary data in which primary data are taken from questioner distributed to respondents of health insurance participants whereas secondary data are taken from marketing books functioning to support the writing of this final work. The technique of taking sample is using Quota sampling. Attribute multi attitude analysis method of Fishbein is used in order to know the participants’ attitude to health insurance product of BNI Life. It is concluded from the research that: respondents think that service factor of fast claim payment in accordance with the valid provision of standard operational procedure in insurance company, information delivery through good promotion media as well as good services attitude from customer care of BNI Life have got the highest assessment in the assessment of BNI Life, and the attitude of BNI Life participants to health insurance product of BNI Life is included in good category. And because the research has obtained dominant factors and lowest factors regarding to health insurance participants of BNI Life that have given assessment considered to be agreed that the issues are important and needs to be noticed, moreover the evaluation result of health insurance product that has been experienced by the participants of BNI Life health insurance can be reference and consideration to get improvement on strategy to improve consumers’ satisfaction overall so that BNI Life can fulfill the expectation and requirements of BNI Life participants so that the satisfaction of health insurance product of BNI Life that is expected by health insurance participants can be fulfilled. Pada penulisan karya akhir ini akan diteliti mengenai sikap peserta asuransi kesehatan PT.BNI Life Insurance khususnya peserta asuransi kesehatan yang ada di wilayah Jakarta.Objek penelitian karya akhir ini adalah peserta asuransi kesehatan BNI Life khususnya yang ada di lima wilayah Jakarta. Data yang digunakan adalah data primer dan sekunder,dimana data primer didapat melalui kuisioner yang disebar kepada responden peserta askes dan data sekunder didapatkan dari buku-buku marketing yang berfungsi mendukung penulisan karya akhir ini. Teknik pengambilan sample menggunakan Quota sampling.Untuk mengetahui sikap peserta terhadap produk askes BNI Life menggunakan metode analisis sikap multi atribut fishbein. Dalam penelitian ini dapat disimpulkan : responden melihat bahwa faktor pelayanan pembayaran claim yang cepat dan sesuai dengan ketetapan standar operasional prosedur yang berlaku di perusahaan asuransi, penyampaian informasi melalui media promosi yang baik serta sikap pelayanan yang baik dari customer care BNI Life mendapatkan nilai tertinggi dalam penilaian untuk BNI Life, dan sikap peserta BNI Life terhadap produk askes BNI Life adalah masuk pada kategori baik.Dan karena dalam penelitian ini didapatkan faktor-faktor dominant dan faktor-faktor terendah dalam hal peserta askes BNI Life memberikan penilaian yang dianggap setuju untuk menjadi suatu hal penting yang perlu diperhatikan dan adanya hasil terhadap hasil evaluasi produk askes yang telah dirasakan oleh peserta asuransi kesehatan BNI Life dapat menjadi bahan acuan dan pertimbangan untuk PT.BNI Life Insurance untuk dapat melakukan perbaikan terhadap strategi untuk meningkatkan kepuasan konsumen sehingga dapat terpenuhi.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-10-146 |
| NIM/NIDN Creators: | 55107120075 |
| Uncontrolled Keywords: | MPS, MANAJEMEN PEMASARAN |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 09 Mar 2011 10:46 |
| Last Modified: | 14 Jul 2022 03:11 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/38227 |
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