MENINGKATKAN KEPUASAN DAN LOYALITAS PELANGGAN PADA INDUSTRI ASURANSI

Agung Muhammad Safi’i, Renny Risqiani, Nico Lukito

Abstract


Tujuan: Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi satisfaction dan loyalty  pelanggan dalam industri asuransi dan membahas bagaimana meningkatkan satisfaction dan loyalty  pelanggan. Metode: Penelitian ini menggunakan desain riset kausal, yang menentukan hubungan yang bersifat sebab akibat dari suatu fenomena. Metode survey online digunakan untuk mengumpulkan data responden yang memiliki asuransi unitlink di Jakarta dan hasil survey memperoleh 300 responden. Teknik pengambilan sampel menggunakan purposive sampling, sedangkan pengujian hipotesis dilakukan dengan menggunakan SEM (Structural Equation Modeling). Temuan: Trust menjadi kontributor terbesar bagi satisfaction dan loyalty pelanggan. Co-production memiliki pengaruh positif satisfaction, sedangkan customization memiliki pengaruh positif terhadap loyalty  pelanggan. Satisfaction berpengaruh positif terhadap loyalty pelanggan dalam industri asuransi. Sedangkan individual cognitive tidak memiliki pengaruh terhadap satisfaction. Keterbatasan: Penelitian ini hanya dilakukan pada pelanggan asuransi unitlink yang ada di Jakarta dengan jumlah responden yang terbatas, untuk penelitian selanjutnya dapat menambah dan memperluas sampel yang diteliti sehingga hasilnya dapat digeneralisir.


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DOI: http://dx.doi.org/10.25105/semnas.v0i0.5867

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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Seminar Nasonal Cendekiawan, Lembaga Penelitian, Universitas Trisakti University @2017. All right reserved.