PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN MENGGUNAKAN JASA ASURANSI AIA FINANCIAL SURABAYA

Abstract

This research is meant to find out the influence of service, price, promotion, and workforce capability to the
consumer decision in using the insurance service. The population is the insurance customers of the AIA
Financial company Surabaya.The data is the primary data (it has been obtained from issuing questionnaires).
The sample collection technique has been done by using accidental sampling so that 100 people have been
selected as samples. The analysis technique of this research has been done by using multiple linear regressions.
The test results influence the service , price, promotion and workforce capabilities together with the consumer
decision who use insurance services in AIA Financial Surabaya is significant. Therefore, the model that used in
this research is feasible. These results also supported by the acquisition of the level on the correlation coefficient
that indicates the correlation or relationship between these variables against the decision of consumers who use
insurance services AIA Financial Surabaya has a close relationship. The partial test results showed that the
variables used in the research model such as the service , price, promotion and the workforce to have a significant
and positive influence on the decisions of consumers who use insurance services in AIA Financial Surabaya.
This condition is indicated by the level of significance of each of these variables under α = 5 %.

Keywords: service, price, promotion, workforce capability, consumer decision