| dc.description.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. | en_US |
