Pengaruh Relationship Marketing terhadap Loyalitas Nasabah pada PT Asuransi Jiwasraya

Abstract

This research was conducted in PT.Asuransi Jiwasraya which is one of the oldest insurance company owned by the State. This research is to see the influence of marketing strategies applied PT.Asuransi Jiwasraya form of relationship marketing oriented customers' needs, interests, and satisfaction which will create customer loyalty. The purpose of this study was to investigate the influence of positive and significant correlation between relationship marketing which consists of financial benefits, social benefits and structural ties on customer loyalty PT.Asuransi Jiwasraya to contribute to policy-making business for the survival and development of the company's future. The data analysis method used is the test instrument (validity and reliability), descriptive analysis and quantitative methods consisting of F-test, t test, and the coefficient of determination (R2 ). The execution method of data analysis using SPSS 16.0 for Windows. The data used are primary and secondary data. This study uses 100 respondents as samples where the sample selection technique is judgmental sampling. These results indicate that in the data analysis using the method of multiple linear regression analysis, the independent variables consisting of financial benefit (X1), social benefit (X2), and structural ties (X3) positive effect on the dependent variable namely customer loyalty (Y) , It can be seen from the coefficient of 0.064 X1, X2 at 0.605 and 0.104 X3 for which each coefficient value of the independent variable is positive. In addition, based on data analysis through hypothesis testing, simultaneously (Test-F) independent variables consisting of financial benefit (X1), social benefit (X2), and structural ties (X3) positive and significant effect on the dependent variable namely customer loyalty (Y). It can be seen from the value of Fcount> Ftable (19.067 > 2.70) with a significance level of 0.000 < 0.05. While partially (t-test) only variables social benefit (X2) has a positive and significant impact on customer loyalty in which variables generate social benefits tcount> ttable (5.117 > 1.985) with a significance level of 0.000 < 0.05. Thus it can be concluded social benefit variable is the most dominant variable in creating customer loyalty in PT.Asuransi Jiwasraya. However partially (t-test) variable benefit financial and structural ties are not positive and significant effect on the variable customer loyalty. It can be seen from the financial benefits of generating tcount <ttable (0,800 < 1.985) with a significance level of 0.426 > 0.05, and structural ties generate tcount <ttable (1.057 < 1.985) with a significance level of 0.293 > 0.05. Value Adjusted R Square of 0.356 explained that the independent variables consist of financial benefits, social benefits, and structural ties able to explain the dependent variable namely customer loyalty by 35.6% while the remaining 64.4% is explained by other factors not examined in this research.