Pengaruh consumer involvement terhadap brand usage intent yang dimediasi consumer brand engagement dengan pemoderasi brand experience: studi pada brand zurich topas life = The influence of consumer involvement toward brand usage intent which mediated by consumer brand engagement with moderating effect of brand experience; study of zurich topas life

Melodie, Ninis (2018) Pengaruh consumer involvement terhadap brand usage intent yang dimediasi consumer brand engagement dengan pemoderasi brand experience: studi pada brand zurich topas life = The influence of consumer involvement toward brand usage intent which mediated by consumer brand engagement with moderating effect of brand experience; study of zurich topas life. Masters thesis, Universitas Pelita Harapan.

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Abstract

Industri asuransi jiwa di Indonesia tumbuh pesat dengan tingkat persaingan yang tinggi. Hal tersebut mendorong manajer brand asuransi jiwa berlomba untuk mendapatkan nasabah yang juga diharapkan sebagai sumber pengembangan bisnis melalui jumlah penggunaan produk yang ditawarkan oleh brand tersebut. Model konseptual pada penelitian ini dimodifikasi dari penelitian sebelumnya dengan fokus pada brand usage intent yang dipengaruhi oleh consumer involvement melalui mediasi dimensi kognitif, afektif, dan aktivasi dari consumer brand engagement serta pemoderasi brand experience. Dilakukan penelitian kuantitatif uji hipotesis pada 120 nasabah asuransi jiwa yang diambil secara convenienve sampling melalui kuesioner online. Selanjutnya data primer dianalisa menggunakan Structural Equation Model(SEM) Partial Least Square (PLS). Dari hasil penelitian dibuktikan adanya hubungan signifikan yang positif antara consumer involvement, consumer brand engagement, dan brand usage intent, dengan pengaruh terkuat berasal dari dimensi aktivasi. Pemoderasi brand experience terbukti tidak memiliki pengaruh signifikan yang dapat memperkuat pengaruh consumer brand engagement. Hasil dari penelitian dapat dijadikan masukan dalam menyusun strategi pemasaran yang efektif untuk meningkatkan brand usage intent pada industri asuransi jiwa. Untuk penelitian selanjutnya, disaranan untuk memasukkan brand-brand asuransi lain serta menambah cakupan responden. / The life insurance industry in Indonesia is growing rapidly with a high level of competition. This encourages life insurance brand manager competing in get customers who are also expected to be a source of business development through the amount of products used which offered by the brand. The conceptual model in this study was modified research with a focus on the brand usage intent that is influenced by consumer involvement through mediating dimensions of cognitive, affective, and activation of consumer brand engagement and moderating effect of brand experience. Quantitative hypothesis testing was carried out on 120 life insurance customers taken byconvenienve sampling through an online questionnaire. Then the primary data was analyzed using Structural Equation Model (SEM) Partial Least Square (PLS). Result of the study proved the existence of a positive significant relationship between consumer involvement , consumer brand engagement, and brand usage intent, with the strongest influence coming from the activation dimension. Moderating brand experience is proven to have no significant influence that can strengthen the influence of consumer brand engagement. The results of the research can be used as input in developing an effective marketing strategy to increase the brand usage intent in the life insurance industry. For further research, it is recomended to include other insurance brands and increase the amount of respondents.

Item Type:

Thesis (Masters)

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