PENGARUH SERVICE QUALITY DAN PROMOTIONTERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH TRUST (Studi Kasus: PT China Taiping Insurance Indonesia)

BUCHORI, ACHMAD (2021) PENGARUH SERVICE QUALITY DAN PROMOTIONTERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH TRUST (Studi Kasus: PT China Taiping Insurance Indonesia). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the effects of service quality and promotion on purchase intention mediated by trust. The researcher used PT China Taiping Insurance Indonesia as object and the number of samples used in this study 170 respondents using the heir formula calculation method which was multiplied by 5. The sampling method used purposive sampling method, the data collection method used the questionnaire method and data analysis used Partial Least. Square (PLS). The results show that service quality has a positive and significant effect on trust, promotion has a significant effect on trust, trust has a positive and significant effect on purchase intention, service quality has a positive and significant effect on purchase intention, promotion has a positive and significant effect on purchase. intention, service quality has a positive and significant effect on purchase intention through trust, and promotion has a positive and significant effect on purchase intention through trust. Keywords: Service quality, promotion, trust, purchase intention, PT China Taiping Insurance Indonesia Penelitian ini bertujuan untuk menganalisis pengaruh service quality dan promotion terhadap purchase intention yang dimediasi oleh trust. Objek penelitian ini adalah PT China Taiping Insurance Indonesia dan jumlah sampel yang digunakan dalam penelitian ini sebanyak 170 responden dengan menggunakan metode perhitungan rumus heir yang dikalikan 5. Metode penarikan sampel menggunakan metode purposive sampling, metode pengumpulan data menggunakan metode kuesioner dan analisis data menggunakan Partial Least Square (PLS). Hasil penelitian diketahui bahwa service quality berpengaruh secara positif dan signifikan terhadap trust, promotion berpengaruh secara signifikan terhadap trust, trust berpengaruh secara positif dan signifikan terhadap purchase intention, service quality berpengaruh secara positif dan signifikan terhadap purchase intention, promotion berpengaruh secara positif dan signifikan terhadap purchase intention, service quality berpengaruh secara positif dan signifikan terhadap purchase intention melalui trust, dan promotion berpengaruh secara positif dan signifikan terhadap purchase intention melalui trust. Kata Kunci: Service quality, promotion, trust, purchase intention, PT China Taiping Insurance Indonesia.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55118120134
Uncontrolled Keywords: Service quality, promotion, trust, purchase intention, PT China Taiping Insurance Indonesia.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.3 Office Management/Manajemen Kantor, Manajemen Perkantoran
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Feb 2022 03:40
Last Modified: 25 Feb 2022 03:40
URI: http://repository.mercubuana.ac.id/id/eprint/56814

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