BAMBANG, BAMBANG (2015) PENGARUH KUALITAS PELAYANAN, DIFERENSIASI PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN CUSTOMER PT AIA FINANCIAL. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The purpose of this study was to determine the effect of the service quality, product differentiation, and brand image to customer’s AIA FINANCIAL purchasing decisions. Sampels were collected from the AIA’s buyer period December 2014 until January 2015 who lived in Tangerang and the surrounding areas with purposive sampling technique, this study adopts regression analysis models and use SPSS version 21 for windows to check all hyphotheses. The result are : (a) The effect of quality service to purchase decision an insurance policy are giving positive and significant impact, (b) The effect of product differentiation to purchase decision an insurance policy are giving positive and significant impact, (c) the brand image does not give effect to the decision of purchasing an insurance policy, and (d) quality of service, product differentiation and brand image simultaneously provide a positive and significant influence on purchasing decisions an insurance policy. Keywords :Service Quality, Product Differentiation, Brand Image, Purchase Decision, Health Insurance Tujuan dari penelitian ini adalah untuk mengetahui pengaruh antara kualitas pelayanan, diferensiasi produk, dan citra merek terhadap keputusan pembelian konsumen PT AIA FINANCIAL. Sampel dikumpulkan dari pembeli polis asuransi jiwa AIA periode Desember 2014 – Januari 2015 yang tinggal di daerah Tangerang dan sekitarnya dengan teknik purposive sampling, penelitian ini mengadopsi analisis regresi untuk memerika hipotesis dengan menggunakan bantuan software SPSS versi 21 untuk Windows. Hasilnya : (a) Kualitas pelayanan berpengaruh terhadap keputusan pembelian polis asuransi secara positif dan signifikan, (b) Diferensiasi produk berpengaruh terhadap keputusan pembelian polis asuransi secara positif dan signifikan, (c) Citra merek tidak memberikan pengaruh terhadap keputusan pembelian polis asuransi, dan (d) kualitas pelayanan, diferensiasi produk, dan citra merek secara simultan memberikan pengaruh yang positif dan signifikan terhadap keputusan pembelian polis asuransi. Kata kunci :Kualitas Pelayanan, Diferensiasi Produk, Citra Merek, Keputusan Pembelian, Asuransi Jiwa
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-15-177 |
| Call Number: | TM/51/15/251 |
| NIM/NIDN Creators: | 55112110156 |
| Uncontrolled Keywords: | Kualitas Pelayanan, Diferensiasi Produk, Citra Merek, Keputusan Pembelian, Asuransi Jiwa, MPS, Manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 30 Apr 2015 16:00 |
| Last Modified: | 04 Jul 2022 02:49 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/7572 |
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