Analisis pengaruh citra perusahaan, pemasaran relasional, dan kepercayaan terhadap intensi pembelian asuransi tambahan (rider) dan word-of-mouth positif (studi kasus pada prulink assurance account) = the influence of corporate image, relationship marketing, and trust on purchase intention of (rider) and positive word-of-mouth (a case study of prulink assurance account) / Jeane Carolina
| Main Author: | Jeane Carolina, author |
|---|---|
| Format: | Bachelors Doctoral |
| Terbitan: |
Fakultas Ekonomi dan Bisnis Universitas Indonesia
, 2014
|
| Subjects: | |
| Online Access: |
http://lib.ui.ac.id/file?file=digital/20367999-S53457-Jeane Carolina.pdf |
| ctrlnum |
20367999 |
|---|---|
| fullrecord |
<?xml version="1.0"?>
<dc schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd"><title>Analisis pengaruh citra perusahaan, pemasaran relasional, dan kepercayaan terhadap intensi pembelian asuransi tambahan (rider) dan word-of-mouth positif (studi kasus pada prulink assurance account) = the influence of corporate image, relationship marketing, and trust on purchase intention of (rider) and positive word-of-mouth (a case study of prulink assurance account) / Jeane Carolina</title><creator>Jeane Carolina, author</creator><type>Thesis:Bachelors</type><place/><publisher>Fakultas Ekonomi dan Bisnis Universitas Indonesia</publisher><date>2014</date><description><b>ABSTRAK</b><br>
Sektor bisnis asuransi jiwa di Indonesia mengalami perkembangan yang pesat dengan besarnya dana yang dihimpun, yang memungkinka sektor tersebut untuk berpartisipasi aktif di dalam portofolio investasi. Hal ini merefleksikan dampak peluang pertumbuhan bagi perekonomian Indonesia. Selain itu, pasar asuransi jiwa di Indonesia masih memiliki potensi yang besar untuk bertumbuh yang diindikasikan dengan masih rendahnya tingkat penetrasi. Salah satu pemain kunci di dalam industri asuransi jiwa di Indonesia adalah PT Prudential Life Assurance (Prudential Indonesia). Penelitian ini bertujuan untuk mengetahui pengaruh citra perusahaan dan pemasaran relasional terhadap kepercayaan, pengaruh kepercayaan terhadap intensi pembelian asuransi tambahan (rider) pada program PRUlink assurance account, dan pengaruh kepercayaan terhadap word-of-mouth positif. Data primer dikumpulkan melalui kuesioner terstruktur yang disebar ke 200 pemegang polis PRUlink assurance account di wilayah Jakarta dan sekitarnya (Jabodetabek). Sampel pemegang polis dipilih melalui metode non-probability sampling dengan teknik judgement sampling. Structural Equation Modeling (SEM) digunakan untuk menguji hipotesis. Hasil analisis pengujian adalah sebagai berikut: (1) Citra perusahaan berpengaruh positif terhadap kepercayaan; (2) Pemasaran relasional berpengaruh positif terhadap kepercayaan; (3) Kepercayaan berpengaruh positif terhadap intensi pembelian asuransi tambahan (rider); (4) Kepercayaan berpengaruh positif terhadap word-of-mouth positif.
<hr>
<b>ABSTRACT</b><br>
The life insurance sector has been growing rapidly in Indonesia with enlarged pooled funds that allow the sector to participate actively in portfolio investments. It reflects a possible growth impact for the country’s economy. In addition, Indonesian insurance market still has large potential for demand growth, as reflected by low insurance penetration rate. One of the key players in Indonesia’s life insurance industry is PT Prudential Life Assurance (Prudential Indonesia). The main purpose of this study is to investigate the influence of corporate image and relationship marketing on trust, the impact of trust on purchase intention of rider applicable under PRUlink assurance account, and the impact of trust on positive word-of-mouth. Primary data were collected through well structured questionnaires administered on 200 PRUlink assurance account policy holders in Greater Jakarta area (Jabodetabek). The policy holders were selected through non-probability sampling technique using judgement sampling. Structural Equation Modeling (SEM) was used to test the hypotheses. The main findings are as follows: (1) Corporate image has a positive influence on trust; (2) Relationship marketing has a positive influence on trust; (3) Trust has a positive influence on purchase intention of rider, and; (4) Trust has a positive influence on positive word-of-mouth.</description><subject>Quality control</subject><subject>corporate image--case study</subject><identifier>20367999</identifier><source>http://lib.ui.ac.id/file?file=digital/20367999-S53457-Jeane Carolina.pdf</source><recordID>20367999</recordID></dc>
|
| format |
Thesis:Bachelors Thesis Thesis:Doctoral |
| author |
Jeane Carolina, author |
| title |
Analisis pengaruh citra perusahaan, pemasaran relasional, dan kepercayaan terhadap intensi pembelian asuransi tambahan (rider) dan word-of-mouth positif (studi kasus pada prulink assurance account) = the influence of corporate image, relationship marketing, and trust on purchase intention of (rider) and positive word-of-mouth (a case study of prulink assurance account) / Jeane Carolina |
| publisher |
Fakultas Ekonomi dan Bisnis Universitas Indonesia |
| publishDate |
2014 |
| topic |
Quality control corporate image--case study |
| url |
http://lib.ui.ac.id/file?file=digital/20367999-S53457-Jeane Carolina.pdf |
| contents |
<b>ABSTRAK</b><br>
Sektor bisnis asuransi jiwa di Indonesia mengalami perkembangan yang pesat dengan besarnya dana yang dihimpun, yang memungkinka sektor tersebut untuk berpartisipasi aktif di dalam portofolio investasi. Hal ini merefleksikan dampak peluang pertumbuhan bagi perekonomian Indonesia. Selain itu, pasar asuransi jiwa di Indonesia masih memiliki potensi yang besar untuk bertumbuh yang diindikasikan dengan masih rendahnya tingkat penetrasi. Salah satu pemain kunci di dalam industri asuransi jiwa di Indonesia adalah PT Prudential Life Assurance (Prudential Indonesia). Penelitian ini bertujuan untuk mengetahui pengaruh citra perusahaan dan pemasaran relasional terhadap kepercayaan, pengaruh kepercayaan terhadap intensi pembelian asuransi tambahan (rider) pada program PRUlink assurance account, dan pengaruh kepercayaan terhadap word-of-mouth positif. Data primer dikumpulkan melalui kuesioner terstruktur yang disebar ke 200 pemegang polis PRUlink assurance account di wilayah Jakarta dan sekitarnya (Jabodetabek). Sampel pemegang polis dipilih melalui metode non-probability sampling dengan teknik judgement sampling. Structural Equation Modeling (SEM) digunakan untuk menguji hipotesis. Hasil analisis pengujian adalah sebagai berikut: (1) Citra perusahaan berpengaruh positif terhadap kepercayaan; (2) Pemasaran relasional berpengaruh positif terhadap kepercayaan; (3) Kepercayaan berpengaruh positif terhadap intensi pembelian asuransi tambahan (rider); (4) Kepercayaan berpengaruh positif terhadap word-of-mouth positif.
<hr>
<b>ABSTRACT</b><br>
The life insurance sector has been growing rapidly in Indonesia with enlarged pooled funds that allow the sector to participate actively in portfolio investments. It reflects a possible growth impact for the country’s economy. In addition, Indonesian insurance market still has large potential for demand growth, as reflected by low insurance penetration rate. One of the key players in Indonesia’s life insurance industry is PT Prudential Life Assurance (Prudential Indonesia). The main purpose of this study is to investigate the influence of corporate image and relationship marketing on trust, the impact of trust on purchase intention of rider applicable under PRUlink assurance account, and the impact of trust on positive word-of-mouth. Primary data were collected through well structured questionnaires administered on 200 PRUlink assurance account policy holders in Greater Jakarta area (Jabodetabek). The policy holders were selected through non-probability sampling technique using judgement sampling. Structural Equation Modeling (SEM) was used to test the hypotheses. The main findings are as follows: (1) Corporate image has a positive influence on trust; (2) Relationship marketing has a positive influence on trust; (3) Trust has a positive influence on purchase intention of rider, and; (4) Trust has a positive influence on positive word-of-mouth. |
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