ANALISIS PENGARUH STRATEGI PEMASARAN DAN KOMUNIKASI DALAM MENINGKATKAN PENJUALAN PRODUK ASURANSI USAHA BUDIDAYA UDANG DI PT ASURANSI JASA INDONESIA (PERSERO)

Abstract

This study aims to: (1) tes empirically effect of Brand Image on Public Interest in buying traditional life insurance products at PT.Asuransi Bhinneka Life Indonesia; (2) tes empirically effect of the Premium Price on Public Interest in buying traditional life insurance products at PT.Asuransi Bhinneka Life Indonesia; (3) tes empirically influence of Brand Image and Premium Price on Public Interest in buying traditional life insurance products at PT.Asuransi Bhinneka Life Indonesia. Data collection was carried out through distributing questionnaires through google form with 65 respondents in the city of South Jakarta. Data analysis was carried out with the help of SPSS 26.0 software which includes validity tests, reliability tests, classical assumption tests, t and F hypothesis tests, and multiple linear regression. The results showed that: (1) there is an effect of Brand Image on Public Interest in buying traditional life insurance products at PT.Asuransi Bhinneka Life Indonesia; (2) there is an influence of the Premium Price on Public Interest in buying traditional life insurance at PT.Asuransi Bhinneka Life Indonesia; (3) there is an influence of Brand Image and Premium Price on Public Interest in buying traditional life insurance products at PT. Bhinneka Life Indonesia Insurance.