PENGARUH PRODUK, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN UNIT LINK ASTRA LIFE NASABAH BANK PERMATA

PAKPAHAN, JANSEN (2018) PENGARUH PRODUK, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN UNIT LINK ASTRA LIFE NASABAH BANK PERMATA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This research aims to evaluate the effect of product, price and service qualities to the customers decision of Astra Life unit link purchasement. It conducts to customers of Permata Bank who used the Astra Life unit link insurance product as a respondent. It uses primary data as well as secondary data. The secondary data collecteds from various sources such as journals, books and other relevant publications. The primary data collecteds using a questionnaire that was given to 40 respondents. This research applies validity test, reliability and normality test as its statistical test. Using a regression analysis, it has been found that the product, price and service qualities have a positive impact on the purchase decision. The price is the most dominant factor to evaluate the effect on the customer decision. The results that the company should keep on improving the product, price and quality of service. Keywords: product, price, service quality, purchase decision Penelitian ini bertujuan untuk mengetahui pengaruh produk, harga dan kualitas pelayanan terhadap keputusan pembelian unit link astra life nasabah bank permata. Penelitian ini dilakukan kepada nasabah Bank Permata yang menggunakan produk asuransi unit link astra life sebagai responden. Data yang digunakan adalah data primer dan data sekunder. Data sekunder dikumpulkan dari berbagai sumber seperti jurnal, buku dan publikasi terkait lainnya. Data primer dikumpulkan dengan menggunakan kuesioner yang diberikan kepada 40 responden. Jenis alat uji statistik yang digunakan adalah uji validitas, reliabilitas dan uji normalitas. Menggunakan analisis regresi sejalur, ditemukan bahwa produk, harga dan kualitas pelayanan memiliki dampak positif pada keputusan pembelian. Variabel harga ditemukan yang paling dominan. Disarankan bahwa perusahaan harus terus meningkatkan produk, harga dan kualitas pelayanan. Kata kunci: produk, harga, kualitas pelayanan, keputusan pembelian

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