Pengaruh citra merek, kepercayaan merek, dan manfaat ekonomis terhadap niat pembelian produk asuransi kesehatan PT Prudential Life Assurance = The influence of brand image, brand trust, and economic benefit toward the purchase intentions of health insurance products from pt prudential life assurance

Veronica, Helen and Farley, Paula and Suryani, Selly (2019) Pengaruh citra merek, kepercayaan merek, dan manfaat ekonomis terhadap niat pembelian produk asuransi kesehatan PT Prudential Life Assurance = The influence of brand image, brand trust, and economic benefit toward the purchase intentions of health insurance products from pt prudential life assurance. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perusahaan perlu mempertahankan hubungan jangka panjang dengan pelanggan untuk menciptakan keunggulan kompetitif yang berkelanjutan. Perlu dicatat bahwa, niat pembelian pelanggan adalah salah satu strategi yang memainkan peran yang cukup besar dalam menciptakan hubungan jangka panjang dengan pelanggan. Penelitian ini mencoba menganalisis dampak perilaku penjualan etis dalam menciptakan niat pembelian melalui mediasi citra merek, kepercayaan merek, dan manfaat ekonomis pada PT Prudential Life Assurance. Penelitian ini adalah replikasi dari penelitian sebelumnya yang dilakukan oleh Calvin & Semuel, H. (2014). Penelitian ini menggunakan metode kuantitatif dan prosedur pengumpulan data terstruktur. Pengumpulan data ini dikumpulkan melalui penyebaran kuesioner kepada 100 orang responden. Populasi yang digunakan adalah individu yang sudah pernah ditawari produk kesehatan Prudential Indonesia dan juga konsumen yang menggunakan produk kesehatan Prudential Indonesia yang berdomisili di Jakarta Utara, Jakarta Barat, dan Lippo Karawaci. Data dianalisis menggunakan uji validitas dan uji reliabilitas. Selanjutnya, pengujian hipotesis dilakukan dengan PLS-SEM dengan program SmartPLS 3.2.8./A company should maintain a long-term relationship with the customers in order to create a sustainable competitive advantage. Need to be noted that, customers’ purchase intention is one of the strategies that plays a sizable role in creating a longterm relationship with customers. This study attempts to analyze the impact of ethical sales behavior in creating customers’ purchase intention through the mediation of brand image, brand trust, and economic benefit of PT Prudential Life Assurance. This study is a replication of the previous study by Calvin & Semuel, H. (2014). It uses the quantitative method and a structured data collection procedure. The data collection was compiled by distributing questionnaires to a total of 100 respondents. The sample used are individuals that have been offered Prudential Indonesia’s health insurance as well as consumers that has ever used or is using the Prudential Indonesia’s health insurance based in South Jakarta, West Jakarta, and Lippo Karawaci. The data was analyzed using the validity test and reliability test. Next, testing the hypothesis was done using the structural equation modelling (SEM) method.

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