ANALISIS PENGARUH PROMOTION MIX DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PRULINK SYARIAH ASSURANCE ACCOUNT PADA PT PRUDENTIAL LIFE ASSURANCE

ALVINA DIAN FIRDAUSI, NIM. 10390092 (2017) ANALISIS PENGARUH PROMOTION MIX DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PRULINK SYARIAH ASSURANCE ACCOUNT PADA PT PRUDENTIAL LIFE ASSURANCE. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Marketing services in financial institutions require the quality of service as the most important attribute in the product. Today the competition in the field of service is very tight. If the company is not able to deal with it then it will be missed and finally folded. As an attempt to create important purchasing decisions with attention to the promotion mix aspect and improving service quality. This study aims to examine the effect of promotion mix which has five dimensions of advertising, personal selling, public relations, direct marketing, and salaes promotion and the five dimensions of service quality, tangible, reliability, responsiveness, , Assurance, and empathy as independent variable to purchase decision as dependent variable. This research is a field research. The obtained comes from a hundred questionnaires distributed to Prudential Yogyakarta customers by accidental sampling technique. To explain the effect of these variables, the data obtained were analyzed using validity and reliability test, classic assumption test, multiple regression analysis, hypothesis testing through t test and F test, and coefficient analysis of determination (R2). The results showed that the coefficient of determination R square shows R Square = 0.567 means Promotion Mix and Service Quality influence on purchasing decision of 56.7% while the rest of 43.3% influenced by other variables that are not known and not included in this research. F test results show the significance level of significance level of 5% and df = 98, obtained F table = 3.09. Because F count (63,515) indigo Ftabel (3,09) with demikina, it can be concluded that there is simultaneously significant influence between Promotion mix and service quality to purchasing decision partially based on t test result there is significant influence between Quality of service to purchasing decision . Viewed from the value t arithmetic t table is 6.639 with significance of 0.000 α 0.05.

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