Analisa dampak "Brand image", "Price", "Customer buying decision" terhadap "Customer buying decision" dengan mediasi "Brand trust" studi pada perusahaan asuransi Prudential

Soegihono, Albert (2021) Analisa dampak "Brand image", "Price", "Customer buying decision" terhadap "Customer buying decision" dengan mediasi "Brand trust" studi pada perusahaan asuransi Prudential. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini memilik tujuan untuk menguji apakah variable brand image, price, dan customer oriented services memiliki dampak positif signifikan terhadap customer buying decision, dengan brand trust sebagai variable mediasi studi terhadap perusahaan asuransi prudential. Teknik penarikan sampel pada penelitian ini menggunakan non probability sampling dan jenis teknik penarikan yang digunakan adalah purposive sampling. Kuesioner dibagikan terhadap 282 responden yang merupakan nasabah Prudential dengan polis aktif. Pengujian data dilakukan dengan menggunakan program SPSS versi 26 dan hubungan antara variabel diukur dengan menggunakan SEM AMOS versi 26. Hasil dari penelitian ini menunjukkan bahwa brand image berdampak positif dan signifikan terhadap brand trust dengan nilai Critical ratio sejumlah 2,644 dan signifikansi P sebesar 0,008, price berdampak positif dan signifikan terhadap brand trust dengan Critical ratio dengan nilai 4,888 dan signifikansi P sebesar 0,000, customer oriented services tidak memiliki dampak signifikan terhadap brand trust dengan nilai Critical ratio sebesar o,556 dengan signifikansi P sebesar 0,578. Brand image merupakan variabel dominan yang mempengaruhi customer buying decision dengan nilai Critial ratio sebesar 7,333 dan signifikansi P sebesar 0,000. Sedangkan brand trust tidak memiliki pengaruh yang signifikan terhadap customer buying decision dengan nilai Critical ratio senilai 1,658 dan signifikansi P sebesar 0,097. Kata Kunci: brand image, brand trust, customer-oriented services, price, customer buying decision.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Soegihono, AlbertNIM01011170293Albert.soegihono0507@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorPurba, John TampilNIDN0320086205John.purba@uph.edu
Uncontrolled Keywords: brand image ; brand trust ; customer-oriented services ; price ; customer buying decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Users 14333 not found.
Date Deposited: 02 Jul 2021 09:55
Last Modified: 23 Mar 2022 02:55
URI: http://repository.uph.edu/id/eprint/40311

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