PENGARUH KUALITAS PELAYANAN DAN NILAI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA PADA LOYALITAS PELANGGAN PRODUK ASURANSI AXA MANDIRI

Abstract

The purpose of this research is to find the influence of service quality and customer value to purchase decision and effect on customer loyalty of axa mandiri insurance product (case study at pt bank mandiri (persero), tbk pluit selatan area). The research data collection use the questioner spread to respondents. The population of this research is all customer of PT Bank Mandiri (Persero), Tbk Pluit Selatan Area, Jakarta Utara. The sampling method collection used in this research is nonprobability sampling, with collection technique is purposive sampling. Total sample of this research is 300 respondences. Calibration instrument to verify validity and reliability of each item. For each statement calculated with coefisien product moment, and reliability calculated with coefisien alpha cronbach. The analysis used in this research is Structural Equation Modelling (SEM) analysis technique. The results of this research show that service quality have impact to purchase decision, and customer value have impact to purchase decision. The conclusion is customer value have higher value impact to purchase decision than service quality. Service quality have impact to customer loyalty, and customer value have impact to customer loyalty. The conclusion is customer value have higher value impact to customer loyalty than service quality. Purchase decision have impact to customer loyalty. As a whole viewed, which has the most impact on customer loyalty is the purchase decision. Based on this result of research, to increase the customer loyalty need good service quality and positive customer value so that improve purchase decision and increase customer loyalty.