Open AccessPengaruh Harga, Kualitas Pelayanan, dan Costumer Relationship Management Terhadap Keputusan Pembelian Pada Asuransi Astra (Garda OTO)
Author(s) -
Dhita Adriani Rangkuti,
Mey Monita Lestari Manalu,
Sartika Nanda Lestari,
Brian Robuli,
Irfan Boy Samosir
Publication year - 2021
Publication title -
costing
Language(s) - English
Resource type - Journals
eISSN - 2597-5234
pISSN - 2597-5226
DOI - 10.31539/costing.v4i2.2037
Subject(s) - accidental sampling , purchasing , service quality , astra , value (mathematics) , business administration , statistics , mathematics , service (business) , purchasing decision , business , agricultural science , marketing , advertising , physics , medicine , population , environmental health , quantum mechanics , environmental science
The purpose of this study was to determine and analyze the effect oprice, service quality, and customer relationship management on the purchase decision of Asuransi Astra Garda OtoMedan, JL.ImanBonjol. The data used are primary data obtained from the answer of 85 respondents by accidental sampling method. Data collection techniques used in this study used a questionnaire and interview technique. Data analysis techniquesin the study used linear regression, classic assumption tests, hypothesis testing (t test and f test) and the coefficiecnt of determination. Hypothesis testing results indicate that partially (t) obtained value for t count price of 2,833 > t table 1,658 and sig value obtained 0,005 ttable 1.658 and sig value obtained 0.000 1.658 t table and the sig value obtained is 0.000 f table (2.69), and a significance probability of 0.000 <0.05, meaning that simultaneously prices, service quality and customer relationship management have a positive and significant effect on purchasing decisions in using Astra Insurance Services (Garda Oto).
Keywords: Price, Service Quality, and Customer Relationship Management.