PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP MINAT BELI ASURANSI KENDARAAN BERMOTOR DI PT ACA KELAPA GADING

Abstract

BETHA JUWITA. The Impact of Service Quality and Promotion on Buying Interest in Motor Vehicle Insurance at PT ACA Kelapa Gading branch. Supervised by Drs.M.Nasyubun, ME., Sy and Mr Erizal, SE., M.M. Seeing the development of insurance companies in Indonesia, especially motor vehicle insurance, motivated the author to conduct research to determine whether there is an effect of service quality and promotion on buying interest. This study aims to determine the effect of service quality and promotion on buying interest in motor vehicle insurance at PT ACA Kelapa Gading branch. The variable used in this study is the independent variable (X1), namely: Quality of service and promotion for the dependent variable (Y), namely the interest in buying motor vehicle insurance. The probability value used is 0.05. The results or conclusions in this study indicate that the partial t test for the service quality variable has an impact on the buying interest of motorized vehicle insurance (Y), this is evidenced by a significant value of 0.000 3.128 from F table. This means that the independent variable Service Quality and Promotion has an impact with the dependent variable, namely Buying Interest.The results of the analysis in this study indicate that the coefficient of determination (R Square) is 0,524% or 52,4% which means that the quality of service and promotion variables have an influence of 52,4% with purchase Interest and most of the other 47,6% are influenced by various other factors that are not explained in this study