PENGARUH HARGA ( PREMI ) ASURANSI, PROMOSI, CITRA MERK TERHADAP KEPUASAN PELANGGAN ASURANSI PRUDENTIAL KANTOR CABANG KE 17 EMBONG TANJUNG SURABAYA

Abstract

A strong competition among service companies makes them focus on customers’ satisfaction as the first point in achieving their objective. As long as its satisfaction has been fulfilled, there will be customers’ loyalty. Therefore, there are some factors which affect customers’ satisfactioni.e. price, promotion, and brand image.The research aimed to examine and analyze the effect of price, promotion, brand image on the customers’ satisfaction. While, The population was customers of Prudential, Branch of 17 Surabaya. Moreover, the data collection technique used accidental sampling, the sample was taken accidentally as the researcher met ini the location and suitable with the data source. Furthermore, the data analysis technique used multiple linear regression.The research result concluded price, promotion, and brand image were properly used as predictor of customers’ satisfaction fluctuated with its contribution of customers of 45.4%. for the next test result, it showed priced had positive and significant effect on the customers’ satisfaction. Like wise, promotion as well as brand image had possitive and significant effect on the customers’ satisfaction.
Keywords : Price, Promotion, Brand Image, Customers’ Satisfaction