PENGARUH PREMI DAN KEPERCAYAAN TERHADAP NILAI DAN DAMPAKNYA TERHADAP LOYALITAS NASABAH YANG MEMPENGARUHI RETENSI NASABAH: STUDI KASUS PADA NASABAH PT PRUDENTIAL LIFE ASSURANCE AGENCY PRU VICTORY

MUDRIKA, SITI (2016) PENGARUH PREMI DAN KEPERCAYAAN TERHADAP NILAI DAN DAMPAKNYA TERHADAP LOYALITAS NASABAH YANG MEMPENGARUHI RETENSI NASABAH: STUDI KASUS PADA NASABAH PT PRUDENTIAL LIFE ASSURANCE AGENCY PRU VICTORY. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Siti Mudrika, 2016; The Impactt of Value on Customer Retention through Customer Loyalty : Case Study on Customer of PT Prudential Life Assurance. Thesis, Jakarta; Marketing Management, Management, Faculty of Economics, Universitas Negeri Jakarta. Advisory: Dr. Mohamad Rizan, SE, MM & Usep Suhud, M.Si, Ph.D. The purpose of this study is to empirically examine the effect of Premium and trust on value, the effect of value on customer loyalty and the effect of customer loyalty on customer retention of PT Prudential Life Assurance. Research design that used are descriptive and causal, while the sampling technique that used is purposive sampling technique. Methods of data collection using survey methods. The population in this study is the Prudential customers who already have an insurance policy more than a year in Indonesia. The total sample was 258 people. Pilot studies were conducted to 50 respondents. The analytical tool used is SPSS 19 and AMOS 22. The results of the factor analysis reported there are five variables, the variable premium with the five indicators, the variable trust with the two dimensions and nineteen indicators, the variable value with seven indicators, variable customer loyalty with two dimensions and ten indicators , variable customer retention with six indicators. The results of this study indicate that premium has a negative effect and unsignificantly on the value, trust has a positive and significant effect on the value, the value has a of positive and significant impact on loyalty, and loyalty is positive and significant impact on customer retention. Fit model with a P value of 0.050, the value CMIN / DF at 1.297, TLI values of 0.978, 0.984 and the value of CFI RMSEA value of 0.034. The results of this research benefit the insurance business, to make a better strategy in improving and retaining customer retention. keywords: premium, trust, value, customer loyalty, customer retention.

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