TA DIGITAL
Analisis pengaruh marketing mix : product, promotion, price dan place terhadap keputusan nasabah memilih produk asuransi simpanan hari tua PT. Asuransi Jiwasraya (Persero) pada Wilayah Semarang Barat
ANALYSIS OF THE INFLUENCE OF MARKETING MIX (PRODUCT, PROMOTION, PRICE, AND PLACE) TO CUSTOMERS PURCHASING DECISION RETIREMENT SAVINGS INSURANCE PRODUCT OF PT ASURANSI JIWASRAYA (PERSERO) AREA WEST SEMARANG.
Retirement saving product insurance is a product that guarantees the payment of the value of retirement saving in the amount of cash at the end the period insurance. The company should be careful in processing the element marketing mix in an effort to improve concumer decision.
The primary purposes of this final project are to identify the influence of marketing mix to customers purchasing decision retirement savings insurance product of PT Asuransi Jiwasraya (persero) are West Semarang, to find out the most dominan influence on purchasing decision retirement savings insurance.
The sampling technique used in this research is purposive sampling. The sample of this research were 70 respondents. The method of collecting the data are interview and questionnaire.
Analysis method was multiple linier regression, it could be said that all variable had a positive influence on ourchasing decision with the regression formula: . According to t test, tcount value we found that variable product was 2,140, while the promotion was 2,089, price was 2,303, and place was 2,147. While f test obtained f count value was 17,823. Coefficient determination was 0,494, it meant that 49,4% of purchasing decision could be explained by product, promotion, price, and place. Meanwhile, other part of 50,6% purchasing decision was influenced by other varibles, which were not included inthis research.
Keywords: product, promotion, price, place
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