ANALISA KUALITAS LAYANAN, PENGETAHUAN PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN JASA MARINE CARGO DI ASURANSI SINAR MAS KANTOR PUSAT TANAH ABANG JAKARTA PUSAT

PUTRO, IRENE MARSYA (2019) ANALISA KUALITAS LAYANAN, PENGETAHUAN PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN JASA MARINE CARGO DI ASURANSI SINAR MAS KANTOR PUSAT TANAH ABANG JAKARTA PUSAT. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of service quality, product knowledge and price perception on the buying decisions of Marine Cargo Insurance PT. Asuransi Sinar Mas Kantor Pusat Tanah Abang Jakarta Pusat. The research data is the assessment data during the year 2014 until 2016. The sampling method used is convenience sampling, with a total of 200 respondences. The method of analysis used in this study is SEM (Structural Equation Modeling) using LISREL program. The results showed that service quality, product knowledge and price perception simultaneously significantly influence the buying decisions of Marine Cargo Insurance of PT. Asuransi Sinar Mas Kantor Pusat Tanah Abang Jakarta Pusat. Partially, that service quality, product knowledge and price perception have a significant positive effect on the buying decisions of Marine Cargo Insurance PT. Asuransi Sinar Mas Kantor Pusat Tanah Abang Jakarta Pusat. Keywords : Service Quality, Product Knowledge, Price Perception, Buying Decision Penelitian ini bertujuan menguji dan menganalisa pengaruh kualitas layanan, pengetahuan produk dan persepsi harga terhadap keputusan pembelian Asuransi Marine Cargo PT. Asuransi Sinar Mas Kantor Pusat Tanah Abang Jakarta Pusat. Data penelitian merupakan data pencapaian produksi premi tahun 2014 sampai dengan tahun 2016. Metode sampling yang digunakan adalah sampling kemudahan, dengan total 200 responden. Metode analisis yang digunakan dalam penelitian ini adalah SEM (Structural Equation Modeling) dengan menggunakan program LISREL. Hasil penelitian menunjukan kualitas layanan, pengetahuan produk dan persepsi harga secara simultan berpengaruh secara signifikan terhadap keputusan pembelian produk Asuransi Marine Cargo PT. Asuransi Sinar Mas Kantor Pusat Tanah Abang Jakarta Pusat. Secara parsial, kualitas layanan, pengetahuan produk dan persepsi harga berpengaruh signifikan positif terhadap keputusan pembelian produk Asuransi Marine Cargo PT. Asuransi Sinar Mas Kantor Pusat Tanah Abang Jakarta Pusat. Kata kunci : Kualitas Layanan, Pengetahuan Harga, Harga, Keputusan Pembelian

Item Type: Thesis (S2)
NIM: 55113120053
Uncontrolled Keywords: Kualitas Layanan, Pengetahuan Harga, Harga, Keputusan Pembelian
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: Pascasarjana > Magister Manajemen
Depositing User: Virda Syifa
Date Deposited: 22 Jan 2019 01:47
Last Modified: 22 Jan 2019 01:47
URI: http://repository.mercubuana.ac.id/id/eprint/46778

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