Analisis Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian Polis Asuransi Jiwa (Studi pada PT Prudential Life Assurance Jalan Sekip Komplek Merbau Mas)

Abstract

This study aims to determine whether the price and quality of services influence the purchasing decision of a life insurance policy on PT Prudential Life Assurance Sekip Komplek Merbau Mas Street and analyze the most dominant factor in influencing purchasing decisions at PT Prudential Life Assurance Sekip Komplek Merbau Mas Street. Population of this study were clients of the PT Prudential Life Assurance Sekip Komplek Merbau Mas Street. Sample of 100 respondents was taken using probability sampling with simple random sampling approach, which is a technique of determining the sample is a sampling technique based on the decision of the members of the sample population was randomly without regard to strata that exist within the population. In this research, the collection data used questionnaires that gave to by samples. The analysis method used quantitative method that include validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, hypothesis test (T-test and F-test) and coefficient determination test analysis (R²). The analysis data technique used multiple linear regression analysis. Data has been processed by using SPSS software statistic 18.00 for windows, so the regression is: Y = a + b1X1 + b2X2 Y = 0,863X1 + 0,082X2 The value of adjusted R square obtained 0,584 which means 58,4% customer purchasing decision can be explained by independent variable, mean while the remaining 41,6% can be explained by another variable that not included in this research. The results showed that the most influential variable is partially variable rates , and variable rates and quality of service simultaneously affect has a positive and significant influence on the purchase decision .