Pengaruh Customer Relationship Management terhadap Loyalitas Nasabah Asuransi Prudential (Survei Pada Nasabah Produk Asuransi Jiwa Prudential Cabang Kota Bandung)”.

Paribhasagita, Tanjungsewu (2014) Pengaruh Customer Relationship Management terhadap Loyalitas Nasabah Asuransi Prudential (Survei Pada Nasabah Produk Asuransi Jiwa Prudential Cabang Kota Bandung)”. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Tanjungsewu Paribhasagita (1001799), “Pengaruh Customer Relationship Management terhadap Loyalitas Nasabah Asuransi Prudential (Survei Pada Nasabah Produk Asuransi Jiwa Prudential Cabang Kota Bandung)”. Di bawah bimbingan Lisnawati., S.Pd, M.M Eksistensi industri asuransi ditandai dengan tingkat loyalitas pelanggan, khususnya industri asuransi di Kota Bandung. Prudential Life Assurance merupakan salah satu perusahaan asuransi yang memiliki berbagai tawaran produk asuransi. Salah satu produk yang paling diminati yaitu produk asuransi jiwa. Untuk dapat bertahan di tengah persaingan, perusahaan dituntut untuk menciptakan strategi yang dapat memperkuat loyalitas nasabah karena produk yang memiliki loyalitas nasabah yang baik adalah produk yang mampu bersaing untuk merebut dan menguasai pasar. Salah satu strategi yang dapat dilakukan adalah dengan customer relationship management. Penelitian ini bertujuan untuk (1) mengetahui gambaran tingkat pelaksanaan customer relationship management pada produk asuransi jiwa Prudential cabang Kota Bandung, (2) mengetahui gambaran tingkat loyalitas nasabah produk asuransi jiwa Prudential cabang Kota Bandung, (3) mengetahui temuan mengenai seberapa besar pengaruh tingkat pelaksanaan customer relationship management terhadap loyalitas nasabah pada produk asuransi jiwa cabang Kota Bandung. Objek/unit analisis dalam penelitian ini adalah nasabah asuransi jiwa Prudential cabang Kota Bandung. Variabel bebas (X) dalam penelitian ini adalah customer relationship management dan variabel terikat (Y) pada penelitian ini adalah loyalitas nasabah. Jenis penelitian yang digunakan adalah deskriptif, verifikatif, dan metode yang digunakan adalah explanatory survey dengan teknik simple random sampling, dengan jumlah sampel sebanyak 100 nasabah. Teknik analisa data yang digunakan adalah analisis regresi linear sederhana dengan alat bantu software komputer SPSS 21.0. Hasil yang diperoleh dalam penelitian menyatakan bahwa kinerja customer relationship management berpengaruh terhadap loyalitas nasabah asuransi jiwa Prudential cabang Kota Bandung sebesar 71,0%. Dari penelitian terhadap pengujian hipotesis dapat diketahui bahwa kinerja customer relationship management memiliki pengaruh yang positif terhadap loyalitas nasabah. Berdasarkan hasil penelitian melalui analisis regresi linear sederhana terdapat pengaruh yang signifikan dari customer relationship management terhadap loyalitas nasabah asuransi jiwa Prudential cabang Kota Bandung, yaitu 1) relationship development, 2) quality services, 3) interaction management, dan 4) behavioural of the employee, Pengaruh kedua variabel ini memiliki pengaruh yang signifikan baik secara simultan maupun secara parsial. Penulis merekomendasikan agar perusahaan lebih efektif lagi dalam mempertahankan dan menjalankan strategi customer relationship management sebagai salah satu strategi untuk meningkatkan loyalitas nasabah asuransi jiwa Prudential. Tanjungsewu Paribhasagita (1001799), “The Influence of Customer Relationship Management on Customer Loyalty Prudential Life Assurance (Survey on Customer Prudential Life Assurance in Bandung)". Guidance of Lisnawati. S.Pd., MM The existence of the insurance industry is characterized by levels of customer loyalty, particularly the insurance industry in the city of Bandung. Prudential is one insurance company that has a variety of insurance products. One of the most demanded product is life insurance product. To be able to survive in the competitive, companies are required to create a strategy that can strengthen customer loyalty for a product that has a good customer loyalty is a product that can compete to win and dominate the market. One of the strategy that can be done is by customer relationship management. The purpose of research are (1) to obtain findings on customer relationship management of life insurance Prudential in Bandung City (2) to obtain findings on customer loyality of life insurance Prudential in Bandung City (3) to obtain discovery regarding its performance of customer relationship management can affect customer loyality of life insurance Prudential in Bandung City either simultaneously or partially. The object of this study were customer of life insurance Prudential in Bandung City. The independent variable (X) in this study is the performance customer relationship management and the dependent variable (Y) in this study is customer loyalty. This type of research is descriptive, verification, and the method used is explanatory survey with simple random sampling technique, with a sample size of 100 customer. Data analysis technique used is simple linear regression with SPSS computer software tools 21.0.The result obtained in this study stated that the performance customer relationship management on customer loyalty at customer life insurance of Prudential in Bandung City is 71,0%. From this result of the study to test the hypothesis that the performance can be seen customer relationship management have a positive influence on customer loyalty. Based the results of research through simple linear regression, it was found that there was a significant effect of customer relationship managment on loyalty customer of life insurance in Prudential: 1) relationship development, 2) quality services, 3) interaction management and 4) behavioural of the employee. The author recommends that companies be more efective to use customer relationship management as a strategy to enhance loyalty customer of life insureance Prudential.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: loyalitas nasabah, customer relationship management
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HJ Public Finance
H Social Sciences > HT Communities. Classes. Races
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Staf Koordinator 3
Date Deposited: 16 Sep 2015 02:39
Last Modified: 16 Sep 2015 02:39
URI: http://repository.upi.edu/id/eprint/16819

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