PENGARUH KEPERCAYAAN, KUALITAS LAYANAN, PROMOSI DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN ASURANSI PRUDENTIAL DI PT GLORY VISION

  • Lintang Sanubari Universitas Budi Luhur
  • Kartini Istikomah Universitas Budi Luhur

Abstract

The purpose of this research is to know Trust (X1), Quality of Service (X2), Promotion (X3), Brand Image (X4) to Consumer Satisfaction (Y). The population are 3111, The sample in this research are 100 respondents taken by Purposive Sampling technique. Tools consisting of practical analysis and multiple linear regression analysis. The regression equation formed is Y = 1,799 + 0.088 X1 + 0,228 X2 + -0,095 X3 + 0,543 X4. From the calculation that has been done, seen that the value of Adjusted R Square is 0.566. These things can be interpreted as variables of Trust, Quality of Service, Promotion, Brand Image has effect to Consumer Satisfaction 56% while 44% issued by variables outside this study. Variable of Service Quality d Brand image have significant influence to Consumer Satisfaction, while Promotion and Trust variables have no effect to the research

Published
2019-02-01
How to Cite
SANUBARI, Lintang; ISTIKOMAH, Kartini. PENGARUH KEPERCAYAAN, KUALITAS LAYANAN, PROMOSI DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN ASURANSI PRUDENTIAL DI PT GLORY VISION. Financial Marketing Operational Human Resources, [S.l.], v. 2, n. 01, feb. 2019. ISSN 2252-6226. Available at: <https://jom.fe.budiluhur.ac.id/index.php/JEMAN/article/view/223>. Date accessed: 22 may 2024.