Analisis Faktor-Faktor yang Mempengaruhi Loyalitas Nasabah pada Asuransi Jiwa PT. Prudential Life Assurance Pruaini Medan

Abstract

PT. Prudential Life Assurance is the biggest insurance company in Indonesia with increasing number of customers from year to yean This increasing number of customers is followed with the increasing number of customers closing their policies before the time. Ihis phenomenon becomes an evaluation for PT. Prudential Life Assurance PruAini Medan to makc its customers close their insurance policies on due time by improving the value of customers, ad attractiveness and competency of marketing staff, This study analyzed the influence of the value of customers, od attractiveness and competency of marketing staffof PT Pradential Life Assurance PruAini Medan. The problemfor this study was how the value of customers, ed attractiveness and competency of marketing staff tnfluenced PT Prudential Life Assuronce PruAini Medan. The purpose of this descriptive quantitative explanatory study was to find out and analyze the inJluence of value of customers, qd attractiveness and competency of marketing staff on the loyalty of customers. This study employed the theory of marlreting management related to the value of customers, ad attractiveness and competency of morketing staff, The respondents for this study were 100 customers of PT. Prudential Lde Assurance PruAini Medan selected through accidental sampling method. The data for this study were obtoined through documentation study and questionnaire dislribution. Ihe data obtained were analyzed through multiple linear regression tests. The result of this study showed that simultaneously and partially value of customers, ad attractiveness and competency of marketing staff had a positive and significant inJluence on the loyalty of customers. Partially, the result of this study showed that competency of marketing stoffuws the most dominant variable. Ihe conclusion is that the value of customers, ad attractiveness and competency of markcting staff had influence on the loyalty of the customers of PT. Prudential Life Assurance PruAini Medan.