Analisis faktor-faktor yang mempengaruhi customer satisfaction dan customer loyalty pada nasabah asuransi jiwa Prudential di Surabaya

Tjandra, Felicia Michelle (2022) Analisis faktor-faktor yang mempengaruhi customer satisfaction dan customer loyalty pada nasabah asuransi jiwa Prudential di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Manusia selalu dihadapkan pada ketidakpastian dalam hidup. Kemungkinan terjadinya risiko yang akan merugikan, kerusakan, atau kehilangan seseorang, dimana risiko tersebut merupakan sesuatu yang belum pasti. Sehingga dengan adanya risiko yang belum pasti ini, membuat seseorang untuk bertindak mengambil keputusan bagaimana cara untuk menghadapi risiko tersebut. Salah satu tindakan yang diambil oleh masyarakat adalah mendaftarkan diri mereka dengan Asuransi Jiwa. Salah satu perusahaan yang bergerak dibidang layanan asuransi di Indonesia adalah PT. Prudential Life Assurance atau yang sering disebut Prudential Indonesia. PT. Prudential Life Assurance didirikan pada tahun 1995 yang merupakan bagian dari Prudential plc, sebuah grup perusahaan jasa keuangan terkemuka di Inggris, yang bergerak di industri asuransi jiwa. Penelitian ini ingin meneliti apakah corporate image, service quality, price terhadap Customer Loyalty melalui Perceived Value dan Customer Satisfaction. Oleh karena itu peneliti melakukan penelitian ini untuk membuktikan apakah kelima variabel tersebut memiliki pengaruh terhadap Customer Loyalty pada nasabah asuransi jiwa Prudential di Surabaya. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 120 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, dan melakukan pembayaran polis asuransi di Prudential minimal 2 kali dalam waktu enam bulan terakhir Hasil penelitian menunjukkan bahwa variabel Corporate Image berpengaruh tidak signifikan terhadap Perceived Value dengan koefisien regresi sebesar 0.210; variabel Service Quality berpengaruh signifikan terhadap Perceived Value dengan koefisien regresi sebesar 0.492; variabel Price berpengaruh signifikan terhadap Perceived Value dengan koefisien regresi sebesar 0.510; Corporate Image berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.516; variabel Service Quality berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.489; variabel Price berpengaruh tidak signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.224; variabel Perceived Value berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.439; dan variabel Customer Satisfaction berpengaruh signifikan terhadap Customer Loyalty dengan koefisien regresi sebesar 0.751 / Humans are always faced with uncertainty in life. The possibility of a risk that will harm, damage, or lose a person, where the risk is something that is uncertain. So with this uncertain risk, it makes someone to act to make decisions on how to deal with these risks. One of the actions taken by the community is to register themselves with Life Insurance. One of the companies engaged in insurance services in Indonesia is PT. Prudential Life Assurance or often called Prudential Indonesia. PT. Prudential Life Assurance was founded in 1995 as part of Prudential plc, a leading UK group of financial services companies operating in the life insurance industry. This study wants to examine whether corporate image, service quality, price on Customer Loyalty through Perceived Value and Customer Satisfaction. Therefore, researchers conducted this study to prove whether these five variables have an influence on Customer Loyalty on Prudential life insurance customers in Surabaya. This research is a causal research. The research method used is a quantitative method with data processing using AMOS. Data was collected by distributing questionnaires to 120 respondents with the characteristics of male and female respondents aged 18-60 years, and making insurance policy payments at Prudential at least 2 times in the last six months. The results showed that the Corporate Image variable had no significant effect on Perceived Value with a regression coefficient of 0.210; Service Quality variable has a significant effect on Perceived Value with a regression coefficient of 0.492; Price variable has a significant effect on Perceived Value with a regression coefficient of 0.510; Corporate Image has a significant effect on Customer Satisfaction with a regression coefficient of 0.516; Service Quality variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.489; Price variable has no significant effect on Customer Satisfaction with a regression coefficient of 0.224; Perceived Value variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.439; and the variable Customer Satisfaction has a significant effect on Customer Loyalty with a regression coefficient of 0.751.

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