Analisis Pengaruh Pelayanan Pelanggan Produk, dan Lokasi Terhadap Loyalitas Pelanggan pada PT.Asuransi Ekspor Indonesia (Persero) Cabang Medan

Abstract

Insurance companies in Medan have rapidly developed where many of them have already existed. This rapid development has caused the competition in the same business is increasing. PT Asuransi Ekspor Indonesia (Incorporated), Medan branch, or Asuransi ASE! is a state-owned company which is located at Jalan May Jendral Sutoyo Siswomiharjo (formerly Jalan Perdana) No. 101-A, Medan and has operated in Medan since 1994. The problem or phenomena in this research was to what extent the irifluence of customer service, product, and location on clients ' loyalty at PT Asuransi Ekspor Indonesia (Incorporated), Medan branch. The nature of the research was explanatory. The research used explanatory method, and its type was descriptive quantitative. The samples comprised 83 respondents who were registered as the clients of PT Asuransi Ekspor Indonesia (Incorporated), Medan branch, using simple random sampling technique and slovin formula. The data were analyzed by using multiple linear regression analysis with an SPSS software version 16 program. For the irifluence of customer service, product, and location on clients ' loyalty, the adjusted R square value was 0.409 which indicated that the amount of the i'rifluence of independent variables (customer service, product, and location) on dependent variable (clients' loyalty) was 40.9%. In other words, 40.9% of dependent variable could be explained by independent variables, while the rest (59.1%) was explained by other variables which were excluded from the research. The result of the research showed that, simultaneously, customer service, product, and location had positive and significant irifluence on the clients ' loyalty at PT Asuransi Ekspor Indonesia (Incorporated), Medan branch. Partially, customer service and product had positive and significant influence, while location had positive but not significant influence on the clients' loyalty at PT Asuransi Ekspor Indonesia (Incorporated), Medan branch.