The influence of service quality, brand image, and customer trust on customer purchase decision of insurance policy at PT Asuransi Jiwa Generali Indonesia, Medan

Wijaya, Natalia (2022) The influence of service quality, brand image, and customer trust on customer purchase decision of insurance policy at PT Asuransi Jiwa Generali Indonesia, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nowadays, the necessity for insurance is becoming more apparent, especially in this pandemic era that raised public awareness of the importance of protection against various life risks. Moreover, the emergence of several new insurance businesses in Indonesia is a sign that the competition between insurance companies is becoming more intense. Thus, to be competitive, PT Asuransi Jiwa Generali Indonesia must employ various efforts aimed at improving service quality, enhancing its brand image, and gaining customer trust since there are several issues in these aspects. Hence, the aim of this research is to examine and analyze whether those issues in service quality, brand image, and customer trust will influence customers’ decisions to acquire insurance policies from PT Asuransi Jiwa Generali Indonesia, Medan. This research employed a quantitative approach using the primary data collection method by distributing the questionnaire to 80 respondents who have ever purchased an insurance policy at PT Asuransi Jiwa Generali Indonesia, Medan. Besides, this research used a non-probability sampling method with the snowball sampling technique. The data obtained will then be analyzed using multiple linear regression analysis through SPSS V.27. The findings of this research conclude that service quality, brand image, and customer trust simultaneously influence the purchase decision. Moreover, service quality has a positive and partial influence on the purchase decision; brand image has a positive and partial influence on the purchase decision; and customer trust has a positive and partial influence on the purchase decision. Besides these variables, PT Asuransi Jiwa Generali Indonesia, Medan must also consider other factors that can influence the purchase decision, such as premium price, product quality, and promotion. / Dewasa ini, kebutuhan akan asuransi semakin terlihat, terutama di era pandemi yang menyadarkan masyarakat akan pentingnya perlindungan terhadap berbagai risiko kehidupan. Apalagi masuknya berbagai perusahaan asuransi baru di Indonesia menjadi tanda bahwa persaingan antar perusahaan asuransi semakin ketat. Dengan demikian, agar dapat bersaing, PT Asuransi Jiwa Generali Indonesia harus bisa meningkatkan kualitas pelayanan, membangun citra merek yang baik, dan memperoleh kepercayaan nasabah sebab masih ada berbagai masalah dalam aspek-aspek tersebut. Maka dari itu, tujuan dari penelitian ini adalah untuk menguji dan menganalisis apakah masalah-masalah dalam kualitas layanan, citra merek, dan kepercayaan nasabah tersebut akan mempengaruhi keputusan nasabah dalam memperoleh polis asuransi dari PT Asuransi Jiwa Generali Indonesia, Medan. Penelitian ini menggunakan pendekatan kuantitatif yang menggunakan metode pengumpulan data primer dengan menyebarkan kuesioner kepada 80 responden yang pernah membeli polis asuransi di PT Asuransi Jiwa Generali Indonesia, Medan. Selain itu, penelitian ini menggunakan metode non-probability sampling dengan teknik snowball sampling. Data yang diperoleh selanjutnya akan dianalisis menggunakan analisis regresi linier berganda melalui SPSS V.27. Hasil dari penelitian ini menyimpulkan bahwa kualitas pelayanan, citra merek, dan kepercayaan nasabah secara simultan berpengaruh terhadap keputusan pembelian. Selain itu, kualitas pelayanan berpengaruh positif dan parsial terhadap keputusan pembelian; citra merek berpengaruh positif dan parsial terhadap keputusan pembelian; dan kepercayaan nasabah berpengaruh positif dan parsial terhadap keputusan pembelian. Selain variabel tersebut, PT Asuransi Jiwa Generali Indonesia, Medan juga harus mempertimbangkan faktor-faktor lain, seperti harga premi, kualitas produk, dan promosi.

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