| dc.description.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. | en_US |
