PRAYITNO, HARYOGIRI (2019) PENGARUH PROMOSI, KUALITAS PELAYANAN DAN STRATEGI DISTRIBUSI BANCASSURANCE PADA PRODUK ASURANSI PENGANGKUTAN (MARINE CARGO) PT. ASURANSI UMUM BCA DALAM RANGKA MENINGKATKAN PANGSA PASAR. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Penelitian ini untuk mengetahui Pengaruh promosi, kualitas pelayanan dan jalur distribusi bancassurance terhadap peningkatan pangsa pasar produk asuransi marine cargo PT. Asuransi Umum BCA. Objek penelitian ini adalah peningkatan pangsa pasar pada produk asuransi marine cargo dengan jumlah sampel 100 responden. Penelitian ini menggunakan pendekatan deskriptif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis statistik dalam bentuk uji analisis regresi linier berganda. Hasil penelitian ini menunjukan bahwa secara parsial promosi, kualitas pelayanan dan jalur distribusi bancassurance berpengaruh signifikan terhadap peningkatan pangsa pasar. Hal ini dibuktikan dari hasil uji analisis linier berganda yang menunjukan nilai signifikan dari variable-variabel yang mendukung hipotesis. Oleh karena itu, hasil penelitian ini menyatakan bahwa terdapat pengaruh dari promosi, kualitas pelayanan dan jalur distribusi bancassurance terhadap peningkatan pangsa pasar produk asuransi marine cargo PT. Asuransi Umum BCA. Kata Kunci : promosi, kualitas pelayanan, jalur distribusi bancassurance dan pangsa pasar ABSTRACT This study was to determine the effect of promotion, service quality and bancassurance distribution channels on increasing understanding of the market for marine cargo insurance products at PT. BCA General Insurance. The object of this research is to increase market evaluation on marine cargo insurance products with a sample of 100 respondents. This study uses quantitative descriptive. Therefore, the data analysis used is statistical analysis in the form of multiple linear regression analysis tests. The results of this study indicate that partial promotion, service quality and bancassurance distribution channels have a significant effect on market growth. This is evidenced from the results of multiple linear analysis that shows significant values of the variables that support the hypothesis. Therefore, the results of this study state that there are influences from promotion, service quality and bancassurance distribution lines on increasing the market for sea freight insurance products at PT. BCA General Insurance. Keywords: promotion, service quality, bancassurance distribution lines and market distribution
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ 19 041 |
| NIM/NIDN Creators: | 43116310010 |
| Uncontrolled Keywords: | Kata Kunci : promosi, kualitas pelayanan, jalur distribusi bancassurance dan pangsa pasar |
| 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: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 28 Jul 2022 08:40 |
| Last Modified: | 28 Jul 2022 08:40 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/66395 |
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