PENGARUH KUALITAS PRODUK, CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN NASABAH STUDI KASUS PADA PT PRUDENTIAL LIFE ASSURANCE CABANG PANGKALPINANG

Abstract

     This study focuses attention on "The Effect of Product Quality, Brand Image and Service Quality on customer satisfaction (Case Study at PT Prudential Life Assurrance Pangkalpinang branch)". The purpose of this study was to analyze the effect of product quality, brand image and service quality on customer satisfaction at PT Prudential Life Assurance, Pangkalpinang Branch.

      Respondents of this study were customers of PT Prudential Life Assurannce, Pangkalpinang Branch, which numbered 90 respondents. The variables used are product quality, brand image and service quality as independent variables and customer satisfaction as dependent variables that are independently developed in accordance with the indicators. This research is quantitative research and data processing using multiple linear regression analysis through the JASP 0.9.2.0 Universiteit-Van-Amsterdam program. The in regression equation as follow : Y=4,883+0,265X1+0,651X2,+0,200X3

      The results of the study are able to prove the hypothesis that there is a relationship between product quality variables, brand image and service quality with a significant level of 60.6% while the remaining 39.4% is influenced by other variables.