PENGARUH BRAND EQUITY, PRODUCT, DAN SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION DAN REPURCHASING ORDER PADA PT.ASURANSI JIWASRAYA KANTOR CABANG PEKANBARU

Abstract

line"> <Insurance industry is highly challenging in service and trust from it’s
society by customer satisfaction toward to the quality of product and service that
offer to the prospect and mainly existing customer. The early finding of this
research show that there is a fluctuation of customer by number and amount of
assurance police by 2013-2017 that hypothetically effect to Pekanbaru Branch
has decreased Performance.The research design used was explanatory research.
Population of this research is Pekanbaru Branch’s Customer who sign for
repurchasing order, amount of 758 and the samples using convenience sampling
amount of 130 by Slovin Method of error 5%, that respond to questioner of
research instrument. The result of this research show that both Brand Equity and
Service Quality has positive and significant effect to both Customer Satisfaction
and Repurchasing Oreder, but Product has negative and significant effect to both
Customer Satisfaction and Repurcashig Order. Based on the the result of this
research, this research’s suggestion state to has more efficient product by
number, and the needed to increased the quality of service and brand equity to
fulfill the customer satisfaction so that the customer need to repurchasing order
intention