Analisis Pengaruh Produk, Premi, Lokasi Dan Promosi Terhadap Keputusan Pembelian Polis Asuransi Kendaraan Di Provinsi Sumatera Selatan

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Published: Aug 12, 2023
DOI: https://doi.org/10.36908/esha.v9i1.849
Keywords:
Produk, Premi, Lokasi, Promosi, Keputusan Menjadi Nasabah Asuransi

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Dwi Fury Maulina
Program Studi Magister Manajemen Universitas Indo Global Mandiri
Juhaini Alie
Program Studi Magister Manajemen Universitas Indo Global Mandiri
Luis Marnisah
Program Studi Magister Manajemen Universitas Indo Global Mandiri

Abstract

Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh Produk, Premi, Lokasi dan Promosi Terhadap Keputusan Pembelian Polis Asuransi Kendaraan di Provinsi Sumatera Selatan. Penelitian ini termasuk dalam penelitian deskriptif kuantitatif. Teknik analisis yang digunakan dalam penelitian ini adalah Analisis Regresi Linier berganda. Variabel independen dalam penelitian ini adalah Produk, Premi, Lokasi dan Promosi sedangkan variabel dependennya adalah Keputusan pembelian produk Asuransi. Hasil penelitian ini menunjukkan bahwa Terdapat pengaruh positif dan signifikan variabel produk terhadap keputusan nasabah 0,000 kurang dari 0,05 (0,000 < 0,05), yang berarti pengaruh yang diberikan oleh produk cukup besar. Variabel premi mempunyai pengaruh positif dan signifikan terhadap keputusan nasabah dengan nilai signifikansi sebesar 0,003 kurang dari 0,05 (0,003 < 0,05), yang berarti pengaruh yang diberikan oleh premi cukup besar. Variabel lokasi mempunyai pengaruh positif dan signifikan terhadap keputusan nasabah dengan nilai thitung sebesar 2,996 lebih besar dari ttabel sebesar 1,97993 (2,996 > 1,97993). Variabel promosi mempunyai pengaruh positif dan signifikan terhadap keputusan nasabah dengan nilai thitung sebesar 2,256 lebih besar dari ttabel sebesar 1,97993 (2,256 > 1,97993).Variabel produk, premi, lokasi dan promosi secara simultan atau bersama-sama mempunyai pengaruh positif dan signifikan terhadap keputusan nasabah

Article Details

How to Cite
Maulina, D. F., Alie, J., & Marnisah, L. (2023). Analisis Pengaruh Produk, Premi, Lokasi Dan Promosi Terhadap Keputusan Pembelian Polis Asuransi Kendaraan Di Provinsi Sumatera Selatan. Ekonomica Sharia: Jurnal Pemikiran Dan Pengembangan Ekonomi Syariah, 9(1), 149–170. https://doi.org/10.36908/esha.v9i1.849
Issue
Vol. 9 No. 1 (2023): Jurnal Ekonomica Sharia : Jurnal Pemikiran dan Pengembangan Ekonomi Syariah - Agustus 2023
Section
Articles 
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