| dc.description.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 . | en_US |
