Pengaruh Kepercayaan, Kualitas Layanan, Promosi dan Citra Merek terhadap Kepuasan Konsumen Asuransi Prudential Di PT Glory Vision

  • Lintang Sanubari Universitas Budi Luhur
  • Sri Yuli Universitas Budi Luhur
  • Heppy Kinasih Universitas Budi Luhur
DOI: https://doi.org/10.46799/syntax-idea.v2i1.117
Keywords: Kepercayaan, Kualitas Layanan, Promosi, Citra Merek, Kepuasan Konsumen

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kepercayaan (X1) Kualitas Layanan (X2) Promosi (X3), Citra Merek (X4) terhadap kepuasan konsumen (Y). dengan populasi 311. Sample dari penelitian ini ialah 100 orang responden diambil dengan teknik non probability sampling. Alat penelitian terdiri atas analisis praktek dan analisis multiple linear regression. Persamaan regresi dikelompokan dalam Y = 1,799 + 0.088 X1 + 0,228 X2 + -0,095 X3 + 0,543 X4. Dari penyelesaian kalkulasi tersebut dapat dilihat dari nilai R kuadrat yaitu 0.566. Hal ini dapat di interpretasikan menjadi variabel Kepercayaan, Kualitas Layanan, Promosi, Citra Merek yang memiliki pengaruh terhadap kepuasan konsumen 56% ketika 44% diluar variable penelitian. Kualitas Layanan dalam citra merek memiliki pengaruh yang signifikan terhadap kepuasan konsumen, ketika variable kepercayaan dan citra merek tidak berpengaruh terhadap penelitian.

 

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Published
2020-01-23
Issue
Vol 2 No 1 (2020): Syntax Idea
Section
Articles

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