Pengaruh Reputasi Perusahaan terhadap Minat Beli Asuransi Prudential Life Assurance Indonesia

Abstrak

The research is initiated by numerous news about customers who are disappointed with insurance companies, so it aims to discover how much influence the Company's Reputation has on Prudential Life Assurance Indonesia's Buying Interest in Insurance. The research data was collected using a questionnaire to 100 respondents from Prudential Life Assurance Indonesia customers regarding their interest in buying Prudential insurance. The study uses quantitative methods, and testing instruments such as validity, reliability, and normality tests. The author processed the research data using the Statistical Package for Social Sciences (SPSS) and resulted in a correlation value of 0.629 which means that the Company's Reputation variable (X) has a powerful and significant influence on the Purchase Interest variable (Y). The dimensions that support the effectiveness of the company's reputation are credibility, trustworthiness, reliability, responsibility. The results of the determination coefficient test are 39,5%, which shows the ability of the company's reputation variable (X) in explaining the buying interest variable (Y). The remaining 60.5% explained by other factors unexplained in this study. Customers pay attention to things such as the company's image, the company's appropriateness for trust, a sense of being able to rely on the company, and the sense that the company chosen is a responsible company which ultimately leads to purchase intention and becoming a customer.

Penelitian dilatarbelakangi oleh beberapa data dari berita-berita mengenai nasabah yang kecewa terhadap perusahaan asuransi sehingga penelitian dilakukan untuk mengetahui seberapa besar pengaruh Reputasi Perusahaan terhadap Minat Beli Asuransi Prudential Life Assurance Indonesia. Data penelitian diperoleh menggunakan kuesioner terhadap 100 responden nasabah Prudential Life Assurance Indonesia mengenai minat beli asuransi Prudential. Penelitian menggunakan metode kuantitatif, dan pengujian instrumen dilakukan menggunakan uji validitas, reliabilitas serta normalitas. Penulis mengolah data penelitian menggunakan Statistical Package for Social Sciences (SPSS) dan diperoleh hasil nilai korelasi sebesar 0,629 yang berarti variabel Reputasi Perusahaan (X) memiliki pengaruh yang kuat dan signifikan terhadap variabel Minat beli (Y). Adapun dimensi yang mendukung efektivitas dari reputasi perusahaan meliputi credibility, trustworthiness, reliability, responsibility. Hasil uji koefisien determinasi menunjukkan kemampuan dari variabel reputasi perusahaan (X) dalam menjelaskan variabel minat beli (Y) sebesar 39,5%. Sisanya sebesar 60,5% dijelaskan faktor-faktor lain yang tidak dijelaskan dalam penelitian ini. Nasabah memerhatikan hal seperti citra perusahaan, kepantasan perusahaan atas kepercayaan, rasa dapat mengandalkan perusahaan serta rasa perusahaan yang dipilih adalah perusahaan yang bertanggung jawab yang akhirnya mengarah kepada minat untuk membeli dan menjadi nasabah.