PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN DAN RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH PADA PT. ASURANSI RAKSA PRATIKARA CABANG TANGERANG

ROMADLON, NANDA MIFTAKHUR (2018) PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN DAN RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH PADA PT. ASURANSI RAKSA PRATIKARA CABANG TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to test and analyze (1) the influence of Price Perceptions on Customer Loyalty at PT. Asuransi Raksa Pratikara Branch Tangerang. (2) Quality of Service to Customer Loyalty at PT. Asuransi Raksa Pratikara Branch Tangerang. (3) Relationship Marketing Against Customer Loyalty at PT. Asuransi Raksa Pratikara Branch Tangerang. Data collection was done through questionnaires distributed and implemented at 210 PT. Asuransi Raksa Pratikara Branch Tangerang. Sampling technique using Convenience Sampling. Data analysis in this study using the help of Variance Based Structural Equation Modeling where data processing using Partial Least Square (PLS) Version 3.0 program. The result of analysis shows that Price Perception have positive and significant effect to Customer Loyalty. Service Quality has a positive and significant impact on Customer Loyalty. Relationship Marketing has a positive and significant impact on Customer Loyalty. Keywords: Price Perception, Service Quality, Relationship Marketing and Customer Loyalty Penelitian ini bertujuan untuk menguji dan menganalisa (1) pengaruh Persepsi Harga Terhadap Loyalitas Nasabah PT. Asuransi Raksa Pratikara Cabang Tangerang. (2)Kualitas Pelayanan Terhadap Loyalitas Nasabah pada PT. Asuransi Raksa Pratikara Cabang Tangerang.(3) Relationship Marketing Terhadap Loyalitas Nasabah pada PT. Asuransi Raksa Pratikara Cabang Tangerang. Pengumpulan data dilakukan melalui penyebaran kuesioner dan dilaksanakan pada 210 Nasabah PT. Asuransi Raksa Pratikara Cabang Tangerang. Teknik penarikan sampel dengan menggunakan Convenience Sampling. Analisis data pada penelitian ini menggunakan bantuan Variance Based Structural Equation Modeling dimana pengolahan datanya menggunakan program Partial Least Square (PLS) Versi 3.0. Hasil analisa menunjukkan bahwa Persepsi Harga berpengaruh positif dan signifikan terhadap Loyalitas Nasabah. Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Loyalitas Nasabah. Relationship Marketing berpengaruh positif dan signifikan terhadap Loyalitas Nasabah. Kata Kunci : Persepsi Harga, Kualitas Pelayanan, Relationship Marketing dan Loyalitas Nasabah

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 469
Call Number: SE/31/18/492
NIM: 43114110346
Uncontrolled Keywords: Persepsi Harga, Kualitas Pelayanan, Relationship Marketing dan Loyalitas Nasabah
Subjects: 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.83 Service and Professionals Activities/Kegiatan Pelayanan dan Profesional
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Dec 2018 04:37
Last Modified: 09 Jan 2019 06:41
URI: http://repository.mercubuana.ac.id/id/eprint/46166

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