Ardiantoro, Bahrul (2025) PENGARUH SERVICE QUALITY, KEPERCAYAAN KONSUMEN, DAN BRAND AWARENESS TERHADAP LOYALITAS NASABAH ASURANSI KENDARAAN PT ASURANSI JASA INDONESIA (Studi pada PT Asuransi Jasa Indonesia Kantor Pusat). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian loyalitas nasabah di PT Asuransi Jasa Indonesia ditujukan untuk mengamati bagaimana efek dari variabel Service Quality, Kepercayaan Konsumen dan Brand Awareness terhadap Loyalitas Nasabah Asuransi Kendaraan. Populasi penelitian ini adalah nasabah PT Asuransi Jasa Indonesia yang tercatat dari tahun 2020 sampai dengan 2025 kuartal 1 yaitu sebanyak 18.037 nasabah. Sample size yang diambil sebagai bahan penelitian sebesar 170 responden. Pengumpulan data responden ini dilakukan dengan metode kuesioner yang disebarkan melalui media google form terhadap sejumlah nasabah. Pengambilan sampel dilakukan secara acak dengan kriteria yaitu nasabah yang telah menggunakan jasa PT Asuransi Jasa Indonesia minimal 2 tahun berturut-turut dan minimal berusia 21 tahun. Analisis data dilakukan dengan metode Partial Least Square (PLS). Berdasarkan hasil analisis dapat diketahui bahwa Service Quality, Kepercayaan, Brand Awareness memberikan pengaruh positif signifikan terhadap Loyalitas nasabah PT Asuransi Jasa Indonesia. Penelitian ini memberikan kontribusi positif kepada manajemen PT Asuransi Jasindo dalam membentuk loyalitas nasabah. Asuransi Jasindo perlu meningkatkan kualitas layanan, kepercayaan dan kesadaran nasabah untuk menciptakan hubungan jangka panjang. This study investigates customer loyalty at PT Asuransi Jasa Indonesia by analyzing the effects of Service Quality, Consumer Trust, and Brand Awareness on vehicle insurance customer loyalty. The research population comprises 18,037 registered customers from 2020 to the first quarter of 2025. A total of 170 respondents were selected as the sample using random sampling with specific criteria: customers who have continuously used PT Asuransi Jasa Indonesia’s services for at least two years and are a minimum of 21 years old. Data were collected through questionnaires distributed via Google Forms and analyzed using the Partial Least Square (PLS) method.The findings reveal that Service Quality, Consumer Trust, and Brand Awareness exert a significant positive influence on customer loyalty. These results highlight the importance of improving service delivery, building stronger trust, and enhancing brand awareness in order to sustain long-term customer relationships. This research contributes to the academic literature on customer loyalty in the insurance industry while providing managerial implications for PT Asuransi Jasindo. Strengthening these variables is essential for creating sustainable competitive advantage and fostering long-term customer engagement.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121120090 |
| Uncontrolled Keywords: | Service Quality, Kepercayaan, Brand Awareness, Loyalitas, Asuransi Kendaraan Bermotor Service Quality, Trust, Brand Awareness, Loyalty, Motor Vehicle Insurance |
| 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 19 Sep 2025 01:31 |
| Last Modified: | 19 Sep 2025 01:31 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/98106 |
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