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National Journals

Journal Detail

Analisis Variabel-Variabel Bauran Pemasaran yang Mempengaruhi Perilaku Nasabah dalam Memilih Perusahaan Asuransi Jiwa

ID : 1-142-8, ISSN : 0854-4190 , PUB: Vol 14 , Agustus, 2007

Abstract

In their life, human canít make themselves free from risk and trouble that hunt them everytime or force them to share those risk with other people. Start from the unpredicted future, then the role and importance of insurance institute have more vital part which can ensure the possible risk that may happen, thereby the insurance role will progressively required. A research with mix analyse marketing variable theme which influencing behavioral of client in chosening life insurance company, which is done to client of Asuransi Jiwa Bersama Bumiputera 1912 Operational Office of Malang Dieng, was aim to know relation and influence of each marketing mix element by parsial and group, and also the most dominant to the client decision in chosening life insurance company. For that purpose, the writer had done a the object were the client of life Insurance of Asuransi Jiwa Bersama Bumiputera 1912 Operational Office of Malang Dieng. Problems taken in this research is how about the influence and relation of marketing mix to decision of client in chosening life insurance company, and solution from the problem is with analyse the influence and relation of marketing mix to decision of client in chosening company of life insurance by using method analyse double regretion with through Heteroskedastisitas Test, Autokorelation Test, Multikolinealitas Test, joined by examination of hypothesizing by using examination Test F and Test t, to data obtained by through kuesioner from 97 responden. Conclusion from this research is that variable of marketing mix consisted of product, price, place, promotion, people, process, and physical evidence which together have an effect on to the decision of client in chosening life insurance company, and partialy entire variable have significan influence to decision of client in chosening life insurance company, except place variable and variable that have the most dominant influence to decision of client in chosening company of life insurance is variable of physical evidence.

 

Keyword: insurance, marketing mix, decision

Author: Rusdi Musa Ishaq