CUSTOMER PERCEPTION ON PRUlink PRODUCT PURCHASE DECISION: A CASE OF GREATER JAKARTA AREA

• Main Authors: Rendika Nugraha, Farida Komalasari, Sandra Dethionia
• Format: Article
• Language: Indonesian
• Published: Telkom University 2018-10-01
• Series: Jurnal Manajemen Indonesia
• Subjects: Customer Perception; Information; Premium; Investment; Purchase decision; Insurance
• Online Access: http://journals.telkomuniversity.ac.id/ijm/article/view/1392

Purpose of this research is to find out the influence of customer perception of unit link insurance product (Prulink) purchase decision through four aspects which are; information, premium, investment and risk. This research used quantitative analysis approach utilizing questionnaire, which consist of 20 items of questions as the instrument. Questionnaires were spread to customer of PT. Prudential Life Assurance Jakarta that located in Jakarta greater area. Pre-test has been conducted to 30 people with results that questionnaire reliable to be distributed after obtain .974 on Cronbach’s Alpha, validity in range f .751 to .933 and reliability in range of .858 to .936 of 200 samples data that shows that each dependent and independent variables passed to hypothesis testing with multiple regression analysis. Towards this research, it is found that three aspects of customer perception, which are information, premium, and investment, have significant influence on purchase decision. On the other hand, there is no significant partial influence from risk aspect. Combining the common variable (Information, premium, and risk) with specific variable (investment) believed to become uniqueness of this research considering there might be other studies which have similar variable but without combining common variable with specific variable.