Pengaruh Citra dan Sikap terhadap Keputusan Pembelian Produk Asuransi Kendaraan Bermotor melalui Motivasi Sebagai Variabel Intervening di PT Asuransi Bangun Askrida Cabang Medan

Abstract

PT. Asuransi Bangun Askrida or 'Askrida' was established by the Indonesian government as a BUMN (State Owned Enterprise) which offers insurance for any risks and loss, especially on government's building and other assets. As time pass,:s by, there has been the decrease in clients' motivation buy motor vehicle insurance products caused by the image of Askrida and the clients' altitude. People prefer buying motor vehicles by credit to buying insurance products. They will choose insurance companies which are famous and have good reputation. The objective of the research was to find out and to analyze the influence of image and attitude on decision to buy with motivation as intervening variable. The research used descriptive causal method The population was 176 clients, and 122 of them were used as the samples, taken by using purposive sampling technique. The data were analyzed by using path analysis. The result of sub I research showed that, the variables of image and attitude, simultaneously and partially, had positive and significant influence on motivation. The result of sub 2 analysis showed that, simultaneously and partially, the variables of image and attitude had positive and significant influence on decision to buy with motivation as intervening variable.