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Pengaruh Brand Equity, Product, Dan Service Quality Terhadap Customer Satisfaction Dan Repurchasing Order Pada PT.Asuransi Jiwasraya (Persero) Kantor Cabang Pekanbaru

Insurance industry is highly challenging in service and trust from it’s society by customer satisfaction toward to the quality of product and service that offer to the prospect and mainly existing customer. The early finding of this research show that there is a fluctuation of customer by number and amount of assurance police by 2013-2017 that hypothetically effect to Pekanbaru Branch has decreased Performance.
The research design used was explanatory research. Population of this research is Pekanbaru Branch’s Customer who sign for repurchasing order, amount of 758 and the samples using convenience sampling amount of 130 by Slovin Method of error 5%, that respond to questioner of research instrument
The result of this research show that both Brand Equity and Service Quality has positive and significant effect to both Customer Satisfaction and Repurchasing Oreder, but Product has negative and significant effect to both Customer Satisfaction and Repurcashig Order.
Based on the the result of this research, this research’s suggestion state to has more efficient product by number, and the needed to increased the quality of service and brand equity to fulfill the customer satisfaction so that the customer need to repurchasing order intention.

Key Word : Brand Equity, Product, Service Quality, Customer Satisfaction and Repurchasing Order.

Ketersediaan
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Perpustakaan Universitas Riau 10 03. 219 (0094)
10 03. 219 (0094)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
10 03. 219 (0094)
Penerbit
Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen.,
Deskripsi Fisik
xii, 112 hlm.; ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
10 03. 219 (0094)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
PASCASARJANA (MAGISTER) MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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