PENGARUH KEGIATAN DIGITAL MARKETING, LIFESTYLE, DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY ASURANSI MELALUI APLIKASI DIGITAL QOALA MELALUI TRUST SEBAGAI VARIABEL INTERVENING DI JAKARTA

SAVITRI, CLARA ADITYA (2023) PENGARUH KEGIATAN DIGITAL MARKETING, LIFESTYLE, DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY ASURANSI MELALUI APLIKASI DIGITAL QOALA MELALUI TRUST SEBAGAI VARIABEL INTERVENING DI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kegiatan digital marketing, lifestyle, dan service quality terhadap customer loyalty asuransi melalui aplikasi digital Qoala, dengan trust sebagai variabel intervening di Jakarta. Penelitian ini dilakukan mengingat peran yang semakin pentingnya digital marketing, lifestyle, dan service quality dalam mengikat dan mempertahankan pelanggan di era digital ini. Metode penelitian yang digunakan adalah survei dengan pengambilan data melalui kuesioner yang disebar kepada pelanggan asuransi yang menggunakan aplikasi Qoala di Jakarta. Sampel penelitian dipilih berdasarkan teknik purposive sampling, dan total responden yang diperoleh adalah sebanyak 150 orang. Analisis data dilakukan dengan menggunakan pendekatan Partial Least Squart (PLS) untuk menguji hubungan antara variabel-variabel yang diteliti. Hasil penelitian ini diharapkan dapat memberikan pemahaman yang lebih baik tentang bagaimana kegiatan digital marketing, lifestyle, dan service quality terhadap customer loyalty berkontribusi terhadap customer loyalty asuransi melalui aplikasi digital Qoala. Selain itu, peran penting trust sebagai variabel intervening juga akan diungkapkan dalam penelitian ini. Temuan penelitian ini diharapkan dapat memberikan masukan yang berharga bagi industri asuransi dalam mengoptimalkan strategi pemasaran dan meningkatkan loyalitas pelanggan melalui penggunaan aplikasi digital. Kata kunci : digital marketing, lifestyle, service quality, customer loyalty, trust. This research aims to analyze the influence of digital marketing activities, Lifestyle, and service quality on insurance customer loyalty through the Qoala digital application, with trust as an intervening variable in Jakarta. This study is conducted considering the increasingly important role of digital marketing, Lifestyle, and service quality in attracting and retaining customers in this digital era. The research method used is a survey with data collected through questionnaires distributed to insurance customers using the Qoala application in Jakarta. The research sample is selected through purposive sampling technique, and a total of 150 respondents were obtained. Data analysis is conducted using Partial Least Squart (PLS) approach to test the relationships between the variables under study. The findings of this research are expected to provide a better understanding of how digital marketing activities, Lifestyle, and service quality contribute to insurance customer loyalty through the Qoala digital application. Additionally, the significant role of trust as an intervening variable will also be revealed in this research. The research findings are expected to provide valuable insights for the insurance industry in optimizing marketing strategies and enhancing customer loyalty through the use of digital applications. Key word: digital marketing, lifestyle, service quality, customer loyalty, trust.

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