BAURAN PEMASARAN MEMENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN ASURANSI JIWA INDIVIDU
| Main Authors: | Marwa, Sarifa; PT Asuransi Jiwa Manulife Indonesia, Sumarwan, Ujang; Departemen Ilmu Keluarga dan Konsumen Fakultas Ekologi Manusia Institut Pertanian Bogor, Nurmalina, Rita; Departemen Agribisnis, Fakultas Ekonomi dan Manajemen, Institut Pertanian Bogor, |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Department of Family and Consumer Sciences
, 2014
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| Subjects: | |
| Online Access: |
http://journal.ipb.ac.id/index.php/jikk/article/view/10030 http://journal.ipb.ac.id/index.php/jikk/article/view/10030/7846 |
| ctrlnum |
article-10030 |
|---|---|
| fullrecord |
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<dc schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd"><title lang="en-US">BAURAN PEMASARAN MEMENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN ASURANSI JIWA INDIVIDU</title><creator>Marwa, Sarifa; PT Asuransi Jiwa Manulife Indonesia</creator><creator>Sumarwan, Ujang; Departemen Ilmu Keluarga dan Konsumen
Fakultas Ekologi Manusia
Institut Pertanian Bogor</creator><creator>Nurmalina, Rita; Departemen Agribisnis, Fakultas Ekonomi dan Manajemen, Institut Pertanian Bogor,</creator><subject lang="en-US">life insurance; logistic regression; marketing mix; purchase decision</subject><description lang="en-US">This study aimed to analyze the effect of marketing mix in individual life insurance purchasing decision, as well as the marketing mix variables of the most dominant influence on the purchase decision. The results of this study can be used as a recommendation to life insurance companies in conducting marketing activities in accordance with the market needs. The study was conducted in Bogor City that had an increasing population growth in every year, was made it a good market for life insurance companies. Data for this study were obtained from 200 respondents who live in Bogor and had basic knowledge about insurance. Samples were selected based on the nonprobability sampling, with convenience sampling technique. The variable measured by even marketing mix such as price, product, person, process, promotion, physical evidence, and place. Processing and analysis of data used descriptive analysis and logistic regression analysis. This results showed that there were at least five marketing mix that had an influence on the life insurance purchase decision, and the product mix was the most influential variable on the life insurance purchase decision.</description><publisher lang="en-US">Department of Family and Consumer Sciences</publisher><contributor lang="en-US"/><date>2014-09-01</date><type>Journal:Article</type><type>Other:info:eu-repo/semantics/publishedVersion</type><type>Other:</type><type>File:application/pdf</type><identifier>http://journal.ipb.ac.id/index.php/jikk/article/view/10030</identifier><identifier>10.24156/jikk.2014.7.3.183</identifier><source lang="en-US">Jurnal Ilmu Keluarga dan Konsumen; Vol 7, No 3 (2014): Jurnal Ilmu Keluarga dan Konsumen; 183-192</source><source>2502-3594</source><source>1907-6037</source><language>eng</language><relation>http://journal.ipb.ac.id/index.php/jikk/article/view/10030/7846</relation><recordID>article-10030</recordID></dc>
|
| language |
eng |
| format |
Journal:Article Journal Other:info:eu-repo/semantics/publishedVersion Other Other: File:application/pdf File Journal:eJournal |
| author |
Marwa, Sarifa; PT Asuransi Jiwa Manulife Indonesia Sumarwan, Ujang; Departemen Ilmu Keluarga dan Konsumen Fakultas Ekologi Manusia Institut Pertanian Bogor Nurmalina, Rita; Departemen Agribisnis, Fakultas Ekonomi dan Manajemen, Institut Pertanian Bogor, |
| title |
BAURAN PEMASARAN MEMENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN ASURANSI JIWA INDIVIDU |
| publisher |
Department of Family and Consumer Sciences |
| publishDate |
2014 |
| topic |
life insurance logistic regression marketing mix purchase decision |
| url |
http://journal.ipb.ac.id/index.php/jikk/article/view/10030 http://journal.ipb.ac.id/index.php/jikk/article/view/10030/7846 |
| contents |
This study aimed to analyze the effect of marketing mix in individual life insurance purchasing decision, as well as the marketing mix variables of the most dominant influence on the purchase decision. The results of this study can be used as a recommendation to life insurance companies in conducting marketing activities in accordance with the market needs. The study was conducted in Bogor City that had an increasing population growth in every year, was made it a good market for life insurance companies. Data for this study were obtained from 200 respondents who live in Bogor and had basic knowledge about insurance. Samples were selected based on the nonprobability sampling, with convenience sampling technique. The variable measured by even marketing mix such as price, product, person, process, promotion, physical evidence, and place. Processing and analysis of data used descriptive analysis and logistic regression analysis. This results showed that there were at least five marketing mix that had an influence on the life insurance purchase decision, and the product mix was the most influential variable on the life insurance purchase decision. |
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