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

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