PENGARUH MARKETING MIX TERHADAP KEPUASAN NASABAH PADA PT TOKIO MARINE LIFE INSURANCE SURABAYA

Abstract

This research aimed to find out the effect of marketing mix which consisted of product, price, promotion, distribution, people,
process and physical evidence on customers’ satisfaction of PT. Tokio Marine Life Insurance, Surabaya. The research was
quantitative. While, the population was PT. Tokio Marine Life Insurance, Surabaya. Moreover, the instrument in data
collection technique used questionnaires. The questionnaires were distributed to respondents. In line with, there were 80
respondents of customers of PT. Tokio Marine Life Insurance, Surabaya. Furthermore, the data analysis technique used
multiple linear regression with SPSS. The research result concluded both product and price had insignificant effect on
customers’ satisfaction of PT. Tokio Marine Life Insurance, Surabaya. Likewise, promotion had insignificant effect on
customers’ satisfaction of PT. Tokio Marine Life Insurance, Surabaya. On the other hand, distribution as well as people had
significant effect on customers’ satisfaction of PT. Tokio Marine Life Insurance , Surabaya. Similarly, both process and
physical evidence had significant effect on customers’ satisfaction of PT. Tokio Marine Life Insurance, Surabaya.
Keywords: marketing mix, service company, customers’ satisfactionThis research aimed to find out the effect of marketing mix which consisted of product, price, promotion, distribution, people,
process and physical evidence on customers’ satisfaction of PT. Tokio Marine Life Insurance, Surabaya. The research was
quantitative. While, the population was PT. Tokio Marine Life Insurance, Surabaya. Moreover, the instrument in data
collection technique used questionnaires. The questionnaires were distributed to respondents. In line with, there were 80
respondents of customers of PT. Tokio Marine Life Insurance, Surabaya. Furthermore, the data analysis technique used
multiple linear regression with SPSS. The research result concluded both product and price had insignificant effect on
customers’ satisfaction of PT. Tokio Marine Life Insurance, Surabaya. Likewise, promotion had insignificant effect on
customers’ satisfaction of PT. Tokio Marine Life Insurance, Surabaya. On the other hand, distribution as well as people had
significant effect on customers’ satisfaction of PT. Tokio Marine Life Insurance , Surabaya. Similarly, both process and
physical evidence had significant effect on customers’ satisfaction of PT. Tokio Marine Life Insurance, Surabaya.
Keywords: marketing mix, service company, customers’ satisfaction