FACTORS AFFECTING CONSUMER PURCHASE DECISION ON INSURANCE PRODUCT IN PT. PRUDENTIAL LIFE ASSURANCE MANADO
ABSTRACT: Marketing Mix is the
main factor that could affect the whole marketing system. The absence of
marketing mix analysis will affecting negatively on a marketing performance.
The research aims to analyze the influence of Product, Price, Promotion, People
and Process of the Prudential Life Assurance Manado Area on the Consumer
Purchase Decision. Data collected through distribution of questionnaires to 100
consumer of Prudential Life Assurance Manado Area. The research used Classic
Assumption test and Multiple Regression
analysis, to verify and to prove the research hypothesis. Analysis result shows
that product, price, promotion, people and process simultaneously affect the
consumer purchase decision. The result shows that Promotion variable has the
most significant influence and People variable has the weakest influence in
consumer purchase decision. The company is expected to keep the good
performance on the promotion strategies, and maximize the performance on other
variable, especially in people variable, in this case employee, and every
person who involve in product and service production.
Author: Eko Yiswa Rasti Esau
Journal Code: jpmanajemengg150084
