the influence of product quality and service quality on customer satisfaction at PT AIA Medan

Kaory, kevin (2023) the influence of product quality and service quality on customer satisfaction at PT AIA Medan. Bachelor thesis, Universitas Peliata Harapan.

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Abstract

PT AIA FINANCIAL (AIA) Medan is a life insurance company registered and supervised by the Financial Services Authority. Based on the information obtained at PT AIA FINANCIAL (AIA) Medan, it was found that in the last few months sales of health insurance and investments at PT AIA FINANCIAL (AIA) Medan experienced declining fluctuations. and product sales agents, which are also accompanied by various complaints from customers. The purpose of this study was to determine product quality at PT AIA Medan, to determine service quality at PT AIA Medan, to determine product quality and service quality at PT AIA Medan. This study uses a quantitative research method with the type of research that is associative with cause and effect. The results show that for the analysis of the Coefficient of Determination the value of R Square is 0.684 or the independent variables namely Product Quality and Service Quality contribute to customer satisfaction by 68, 4%, the remaining 31.6% is explained by other factors, for the t test the Sig value of Product Quality is 0.020 and Quality of Service is 0.000. Both are less than 0.05 which indicates that product quality and service quality have a significant effect on satisfaction Partially, the F test obtained a calculated F result of 29.642 which was greater than the F table value, with df1 equaling 2 and df2 equaling 27. With an F table value of 3.35 it can be concluded that product quality and service quality have significant effect on customer satisfaction simultaneously. / Abstrak: PT AIA FINANCIAL (AIA) Medan merupakan perusahaan asuransi jiwa yang terdaftar dan diawasi oleh Otoritas Jasa Keuangan. Berdasarkan informasi yang diperoleh di PT AIA FINANCIAL (AIA) Medan didapatkan bahwa dalam beberapa bulan terakhir penjualan asuransi kesehatan dan investasi di PT AIA FINANCIAL (AIA) Medan mengalami fluktuasi yang menurun, adapun penyebab penurunan tersebut diduga karena adanya penurunan tingkat kepuasan pelanggan baik terhadap produk maupun agen penjual produk, yang juga disertai dengan berbagai keluhan dari pelanggan. Tujuan dari penelitian ini adalah untuk mengetahui kualitas produk pada PT AIA Medan, untuk mengetahui kualitas pelayanan pada PT AIA Medan, untuk mengetahui kualitas produk dan kualitas pelayanan pada PT AIA Medan. Penelitian ini menggunakan metode penelitian kuantitatif dengan jenis penelitian yaitu asosiatif dengan hubungan sebab akibat (cause and effect. Hasil penelitian menunjukan bahwa untuk analisis Koefisien Determinasi nilai R Square sebesar 0,684 atau variabel bebas yaitu Kualitas Produk dan Kualitas Pelayanan memberikan kontribusi terhadap kepuasan pelanggan sebesar 68,4%, sisanya sebesar 31,6% dijelaskan oleh faktor lain, untuk uji t diperoleh nilai Sig Kualitas Produk sebesar 0,020 dan Quality of Service adalah 0,000. Keduanya lebih kecil dari 0,05 yang menunjukkan bahwa kualitas produk dan kualitas pelayanan berpengaruh signifikan terhadap kepuasan pelanggan secara parsial, Di uji F diperoleh hasil F hitung sebesar 29,642 yang lebih besar dari nilai F tabel, dengan df1 sama dengan 2 dan df2 sama dengan 27. Dengan nilai F tabel sebesar 3,35 maka dapat disimpulkan bahwa kualitas produk dan kualitas pelayanan memiliki berpengaruh signifikan terhadap kepuasan pelanggan secara simultan

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