Pengaruh brand image, service quality dan customer value terhadap kepuasan nasabah asuransi (studi pada nasabah asuransi allianz di wilayah Jakarta) = The Effect of Brand Image, Service Quality, and Customer Value on Insurance Customer Satisfaction (Study on Allianz Insurance Customers in Jakarta Area)

Tedja, Robert Ricardo (2022) Pengaruh brand image, service quality dan customer value terhadap kepuasan nasabah asuransi (studi pada nasabah asuransi allianz di wilayah Jakarta) = The Effect of Brand Image, Service Quality, and Customer Value on Insurance Customer Satisfaction (Study on Allianz Insurance Customers in Jakarta Area). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh positif Brand Image dan Service Quality terhadap Kepuasan Nasabah Asuransi. Penelitian ini menjadikan perusahaan asuransi Allianz sebagai objek studi melalui pendekatan kuantitatif dengan metode pengumpulan data kuesioner. Kuesioner disebarkan pada responden dengan kriteria nasabah asuransi Allianz yang berdomisili di lingkup wilayah Jakarta. Hipotesis yang diuji dalam penelitian ini adalah mengenai adanya pengaruh positif brand image terhadap kepuasan nasabah asuransi dan mengenai adanya pengaruh positif service quality terhadap kepuasan nasabah asuransi. Model Pengukuran, Pengujian aktual model luar dan dalam pada penelitian ini dianalisis menggunakan perangkat lunak SmartPLS 3.0, dengan uji validitas dan reliabilitas menggunakan IBM SPSS Statistic Viewer 26. Sampel pada penelitian ini sejumlah 390 responden dengan hasil pengolahan data yang didapatkan adalah bahwa brand image, service quality dan customer value berpengaruh positif dan signifikan terhadap kepuasan nasabah asuransi. / This study aims to analyze the positive effect of Brand Image and Service Quality on Insurance Customer Satisfaction. This research makes Allianz insurance company as the object of study through a quantitative approach with questionnaire data collection method. Questionnaires were distributed to respondents with the criteria of Allianz insurance customers who are domiciled in the Jakarta area. The hypothesis tested in this study is about the positive influence of brand image on insurance customer satisfaction and about the positive influence of service quality on insurance customer satisfaction. Measurement Model, Actual tests of the outer and inner models in this study were analyzed using SmartPLS 3.0 software, with validity and reliability tests using IBM SPSS Statistic Viewer 26. The sample in this study was 390 respondents with the results of data processing obtained that brand image, quality service and customer value have a positive and significant effect on insurance customer satisfaction.

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