Pengaruh Service Quality, Word of Mouth, dan Brand Awareness terhadap Keputusan Pembelian Polis Asuransi Kendaraan di Jakarta

Hendra Wijaya, Keni Keni
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Abstract

The research aims to find out the influence of service quality, word of mouth, and brand awareness to purchase decision of vehicle insurance policy in Jakarta. The sampling method uses a non probability sampling technique in the form of convenience sampling with a total sample of 138 respondents and 115 valid data. Data collection method is done by distributing questionnaires online via google form. Data analysis technique using Partial Least Square – Structured Equation Modelling (PLS-SEM). The results of this research indicate that service quality, word of mouth, and brand awareness have an influence on purchase decision. Good service quality, positive word of mouth and also good brand awareness can increase purchase decision of vehicle insurance policy.

 

Penelitian ini bertujuan untuk mengetahui pengaruh service quality, word of mouth, dan brand awareness terhadap keputusan pembelian polis asuransi di Jakarta. Metode pengambilan sampel menggunakan non probability sampling dalam bentuk teknik convenience sampling dengan total sampel sejumlah 138 responden dan 115 data yang valid. Pengumpulan data dilakukan dengan membagikan kuesioner secara online melalui google form. Teknik analisa data menggunakan Partial Least Square – Structured Equation Modelling (PLS-SEM). Hasil dari penelitian ini menunjukkan bahwa service quality, word of mouth, dan brand awareness mempunyai pengaruh terhadap keputusan pembelian. Service quality yang baik, word of mouth yang positif, dan juga brand awareness yang baik dapat meningkatkan keputusan pembelian polis asuransi kendaraan.

Keywords

Service Quality; Word of Mouth; Brand Awareness; Purchase Decision; Keputusan Pembelian

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