PENGARUH AKTIVASI MEREK DAN PENGALAMAN MEREK TERHADAP KESADARAN MEREK DAN KEPUASAN NASABAH ASURANSI JASA RAHARJA DI KOTA PEKANBARU

Abstract

As the current monopoly traffic accident insurance, nowadays Jasa
Raharja has faced with the discourse of losing its monopoly privilege. Therefore,
Jasa Raharja has to make sure that their customers would be highly satisfied. This
study aims to analyze the direct and indirect effect of brand activation and brand
experience toward satisfaction mediated by brand awareness. Population are
customers who have claimed insurance coverage to Jasa Raharja. The number of
96 samples taken by using Slovin and purposive sampling approach. Descriptive
and SEM-PLS employed to analyze the data. The study reveals that brand
activation has significant effect towards brand experience but not significant
towards customer satisfaction. On the other hand, brand experience directly
significant effect towards customer satisfaction. The mediating role brand
awareness is significant on the effect of brand experience towards customer
satisfaction, but not significant on the effect of brand activation towards customer satisfaction.