Pengaruh Bauran Pemasaran Terhadap Kepuasan Nasabah Produk Asuransi Unit Link (Studi Empiris pada PT AIA Financial Cabang Phoenix Medan)

Abstract

Penelitian ini bertujuan untuk mengkaji dan menganalisis pengaruh bauran pemasaran jasa berupa produk, harga, lokasi, promosi, orang, proses dan bukti fisik terhadap kepuasan nasabah. Penelitian ini bersifat kuantitatif dengan sampel penelitian sebanyak 94 orang responden. Teknik pengumpulan data menggunakan observasi, wawancara, kuesioner, dan studi dokumentasi. Teknik analisis data yang digunakan adalah Regresi Linier Berganda. Hasil penelitian menunjukkan bahwa bauran pemasaran jasa yang terdiri produk, harga, lokasi, promosi, orang, proses dan bukti fisik secara simultan berpengaruh signifikan terhadap kepuasan nasabah, yang ditunjukkan dari nilai uji-F (p < 0.05). Secara parsial, bauran harga, orang dan proses berpengaruh signifikan terhadap kepuasan nasabah. Bauran harga yang paling berpengaruh terhadap kepuasan nasabah, berdasarkan hasil perolehan nilai koefisien regresi yang menunjukkan nilai yang positif dan tinggi serta probabilitas p < 0.05. Berdasarkan nilai koefisien determinasi (R2), dapat diketahui bahwa 89.2% kepuasan nasabah dapat dijelaskan oleh variabel produk, harga, lokasi, promosi, orang, proses, dan bukti fisik.

This study aims to examine and analyze the effect of the marketing mix of services in the form of product, price, location, promotion, people, process and physical evidence on customer satisfaction. This research is quantitative with a sample of 94 respondents. Data collection techniques using observation, interviews, questionnaires, and documentation studies. The data analysis technique used is Multiple Linear Regression. The results showed that the marketing mix of services consisting of product, price, location, promotion, people, process and physical evidence simultaneously had a significant effect on customer satisfaction, as indicated by the value of the F-test (p <0.05). Partially, the mix of price, people and process significantly influence customer satisfaction. Price mix is the most influential on customer satisfaction, based on the results of the regression coefficient which shows a high and positive value and a probability of p <0.05. Based on the coefficient of determination (R2), it can be seen that 89.2% of customer satisfaction can be explained by product, price, location, promotion, people, process, and physical evidence variables.