PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PRODUK ASURANSI KENDARAAN BERMOTOR OTOMATE DI PT ASURANSI CENTRAL ASIA KANTOR PUSAT

Abstract

This research is based on Product Quality and Service Quality towards Customer Purposes for Automated Motor Vehicle Insurance Products at PT Asuransi Central Asia Head Office. The purpose of this study is to determine whether there is a significant effect between product quality and service quality on customers of auto insurance products at PT Asuransi Central Asia. To measure how much influence product quality and service quality have on customers, product quality uses 6 dimensions of product quality to determine customer satisfaction, namely: 1) Features, 2) Performance Quality), 3) Conformance Quality, 4) Reability, 5) Customization, 6) Ability to be repaired. Service quality uses 5 dimensions, namely: 1) Reability, 2) Tangibles, 3) Responsiveness, 4) Assurance, 5) Empathy. The population in this study are automate motor vehicle insurance product customers who have made claims and have active policies. The data processing was analyzed to test its validity and reliability using the Alpha Cronbach formula with the help of the SPSS 25 computer program for Windows and Microsoft Excel. The analysis technique used is multiple linear regression analysis. From the results of the analysis, it is known that product quality and service quality simultaneously have a significant influence on customer satisfaction of auto motor vehicle insurance products at PT Asuransi Central Asia Head Office. Based on the coefficient of determination test, it can be seen that the value of the coefficient of determination is 63.5%, which means that product quality and service quality have an influence of 63.5% on customer satisfaction of auto motor vehicle insurance products at PT Asuransi Central Asia Head Office, while the remaining 36.5 % is influenced by other variables outside the variables in the study.