PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN NASABAH MENGGUNAKAN ASURANSI JIWA PT AIA FINANCIAL

Diana Permata Sari, I Made Indra, Oties Tejamirah

Abstract


The Effect of Promotion and Service Quality on Customer Satisfaction Using PT AIA Financial Life Insurance. Promotion and service quality are often considered as sustainable strategies in terms of offering goods and services aimed at satisfying customer needs. Therefore, especially for insurance companies that want to maintain their business continuity or continue to exist in the insurance industry, especially life insurance, it is necessary to pay attention to strategies that can reach a wider market or consumers with a variety of insurance products, promotions, and service quality to improve customer satisfaction. By using quantitative research methods and primary data in the form of numbers obtained from the results of questionnaires with a level of satisfaction scale to 80 active customer respondents of PT AIA Financial, calculations were carried out through validity tests, reliability tests and multiple regression tests. The results of this study indicate that promotion and service quality have an effect on customer satisfaction simultaneously.

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