PENGARUH KUALITAS PELAYANAN DAN CITRA PERUSAHAAN TERHADAP KEPUASAN DAN LOYALITAS NASABAH PADA PT. ASURANSI JIWASRAYA (PERSERO) DI KOTA PEKANBARU

Abstract

This study aims to analyze the effect of service quality and corporate image on
customer satisfaction PT. Insurance Jiwasraya in Pekanbaru City. To analyze the
influence of service quality and corporate image on loyalty of PT. Insurance Jiwasraya
in Pekanbaru City. To analyze the effect of customer satisfaction on customer loyalty
PT. Insurance Jiwasraya in Pekanbaru City.
Population in this research is population in this research is society become individual
product customer (polis PP) at PT. Insurance Jiwasraya in Pekanbaru City Branch as
many as 1350 people. The sample size that will be used is 140 people. Data analysis
using WarpPLS approach. WarpPLS is one of the variance-based SEM statistical
methods designed to solve multiple regressions when specific data problems occur, such
as very small sample size, missing values and multicollinearity. PLS is an alternative
approach that shifts from a Covarian-based SEM approach to a variance-based.
The results of this study indicate that the quality of service and corporate image has an
influence on customer satisfaction. Furthermore the quality of service and corporate
image has an influence on customer loyalty. And customer satisfaction has an influence
on customer loyalty.
This research recommends PT. Asuransi Jiwasraya in Pekanbaru Branch City
to improve the quality of service, by improving customer satisfaction that is providing
services that meet customer expectations, service quality improvement is focused on the
quality of the physical environment and can be directed to strengthen customer value.