The Influences of Product Quality, Service Quality and Brand Image towards the Consumers Purchase Decisions on Travel Insurance of PT Asuransi XYZ

Authors : Murdianingrum Eka Putri, Masturah Fitrianti

Volume/Issue : Volume 5 - 2020, Issue 2 - February

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This research aim to determine the influences of product quality, service quality and brand image towards the consumers' decisions to choose Travel insurance product from PT XYZ insurance. The research design which been used was causality research designed, while the type of research using quantitative descriptive research with survey methods. The research population was all Travel insurance customers at PT Asuransi XYZ, while the determination of the sample using purposive sampling techniques with convenience sampling. The research data that has been used are primary data, obtained from the distribution of questionnaires to the sample or research respondents of 75 respondents, who's conducted by accidental sampling technique (convenience sampling). The analytical tool used correlation test, multiple linear regression, coefficiento of determination, and hypothesis test. The results showed that: (1) Product Quality has a positive and significant influence towards the Consumer Decisions; (2) Service Quality has a positive and significant influence towards the Consumer Decisions; (3) Brand Image has a positive and significant influences towards the consumer Decisions; (4) And based on the results of multiple linear regression tests, a regression equation that could be arranged: Y = 1.173 + 0.881X1 + 0.327X2 + 0.121X3, which shows that Product Quality is more dominant than Service Quality and Brand Image in effecting Consumer Decisions to choose Travel Insurance product from PT XYZ Insurance Jakarta.

Keywords : Product Quality, Service Quality, Brand Image, Consumer Decisions.


Paper Submission Last Date
31 - December - 2023

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