Pengaruh Promosi dan Kualitas Pelayanan Terhadap Minat Menjadi Nasabah pada Perusahaan Asuransi

Abstract

This study aims to determine the effect of promotion and service quality on interest in becoming a customer in an insurance company. This analysis uses the independent variable of interest in becoming a customer, while the dependents are promotion and service quality. The sample of this research is the customers of insurance companies in the city of Medan as respondents. The sample was carried out using the Nonprobability Sampling method with quota sampling technique. Collecting data with questionnaires distributed directly to the respondents as many as 65 questionnaires. Statistical method Multiple Linear Regression Analysis, with statistical test hypothesis testing. The results of this study indicate promotion with t count (5.293) > t table (1.99897), namely promotion has an influence on interest in becoming a customer, service quality with t count (2.444) > t table (1.99897) with a significance of 0.017 < 0.05 , the negative value of t arithmetic indicates that the service quality variable has the opposite direction of contribution to the interest in becoming a customer, if the interest in becoming a customer decreases, the service quality is improved, so it can be concluded that the quality of service has an influence on the interest in becoming a customer. The calculated F value ( 17.720) > F table ( 3.15 ) concluded that promotion and service quality simultaneously affect the interest in becoming a customer. The R Square test obtained a value of 0.364 or 36.4% in terms of the effect of promotion and service quality on interest in becoming a customer, which is 36.4% while the remaining 63.6% is influenced by other variables not included in the research variables.