TANUMIHARDJA, DESSY ANGGRENI (2019) PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN PENJUALAN PERSONAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK ASURANSI FLEXI LINK DARI PT XYZ LIFE INSURANCE INDONESIA. S2 thesis, Universitas Mercu Buana.
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Abstract
The aim of this study is to analyze the effect of Brand Image, Price Perception, and Personal Selling towards Purchase Decision of Flexi Link, a life insurance product from PT XYZ Life Insurance Indonesia (XYZ Life). The sample was 100 Flexi Link’s policyholders, chosen with non-probability sampling with accidental method. To analyst the data, Author use multiple regression analysis. The hypothesis came in form of Coefficient of Determination (R2), t-Test, f-Test, and supported with data processing system of SPSS 23. The results of the study shows that Brand Image, Price Perception, and Personal Selling simultaneously influence the Purchase Decision of XYZ Life’s insurance product, Flexi Link. While partially, Brand Image, Price Perception, and Personal Selling have a significant and positive influence towards Purchase Decision. However, the study shows that Personal Selling has no significant influence towards Purchase Decision. All variables give strong contribution to the Purchase Decisions by 62.7%, and the rest 37.3% is being contributed by other variables which not being used in this study. Keywords: Brand Image, Price Perception, Personal Selling, Purchase Decision, Insurance, Insurance, Life Insurance. Tujuan dari penelitian ini adalah untuk menganalisa adanya pengaruh Citra Merek, Persepsi Harga, dan Penjualan Personal terhadap Keputusan Pembelian dari Flexi Link, sebuah produk asuransi jiwa dari PT XYZ Life Insurance Indonesia (XYZ Life). Sampel yang diambil adalah 100 nasabah Flexi Link, dipilih lewat non-probability sampling dengan metode aksidental. Untuk menganalisa data, Penulis menggunakan metode analisa regresi berganda. Hipotesisnya diperoleh lewat uji Koefisien Determinasi (R2), Uji-t, Uji-f, dan didukung dengan dengan sistem pengolahan data SPSS 23. Hasil penelitian menunjukkan Citra Merek, Persepsi Harga, dan Penjualan Personal berpengaruh simultan terhadap Keputusan Pembelian produk asuransi dari XYZ Life, Flexi Link. Sedangkan secara parsial, Citra Merek, Persepsi Harga, dan Penjualan Personal memiliki pengaruh signifikan dan positif terhadap Keputusan Pembelian. Seluruh variabel memberikan kontribusi yang kuat terhadap Keputusan Pembelian sebesar 62,7%, sedangkan sisanya 37,3% dikontribusi oleh variabel lain yang tidak digunakan dalam penelitian ini. Kata Kunci: Citra Merek, Persepsi Harga, Penjualan Personal, Keputusan Pembelian, Asuransi, Asuransi Jiwa.
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