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The purpose of this research is to identify and analize the effect of positioning strategy to product, price and service on the decision purchase costumer at PT. Jiwasraya in Tangerang. Population is customer of PT. Jiwasraya in Tangerang. The sampling technique used purposive sampling method that is sampled because someone happened to be in this research at PT. Jiwasraya in Tangerang. This research used multiple linier regression analysis with sigifikan alpha 5%. The result showed that product, price and service have significant effect to the decision purchase customer at PT. Jiwasraya in Tangerang. The partial test showed that product and price have positive and significant to the decision purchase costumer at PT. Jiwasraya in Tangerang. Service have positive and not significant to the decision purchase costumer at PT. Jiwasraya in Tangerang. Through testing the adjusted coefficient of determination (Adjusted R square) obtained a value of 0,611 or 61,1% the decision purchase customer decision as the dependent variable can be explained by the product, price, and service as independent variables. While the remaining 38,9% can be explained by other variables not examined in this study.

PENGARUH STRATEGI POSITIONING TERHADAP KEPUTUSAN PEMBELIAN PRODUK JASA ASURANSI PADAPT. JIWASRAYA DI TANGERANG