The Influence of Marketing Mix On Consumer's Purchase Intention On Property Insurance Product In Jakarta, Bogor, Depok, Tanggerang, Bekasi (Jabodetabek), Indonesia

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Widyastuti, Datien (2019) The Influence of Marketing Mix On Consumer's Purchase Intention On Property Insurance Product In Jakarta, Bogor, Depok, Tanggerang, Bekasi (Jabodetabek), Indonesia. Graduate thesis, Sekolah Tinggi Bisnis IPMI.

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This research is conducted to enrich the model and lend to better predictions of consumens' purchase intention. The attention will be the quantitative observation of Allianz property insurance product that might have different characters to other consumer in the case of Jakarta, Bogor, Depok, Tangerang Bekasi (Jabodetabek), Indonesia. However, unlike other researches, this research will not only use marketing theory, but also consumer behavior theory to complement and strengthen the research's accuracy, From marketing theory, mariKeting mix are used with the attributes of product, price, place, and promotion. From consumer behavior theory, consumer's characteristics (Le. social, and personal influences) and paychological influences are used. The data analysis applied in this study is using multiple regression analysis. Multiple regression model is use to analyse the effect of marketing mix, toward consumer's purchese intention on retail general insurance product. For the target pepulation, there are several elements need to be considered, and the sampling technique used is non-probability sampling In this study, the target population are determined Groem several eriteria: 1) Users of Allianz property insurance 2) Living in Jakarta, Bogor, Depok, Tangerang. Bekasi (Jabodetabek). For this research, an online questionnaire will be distributed to gather data from around 100 respondents. The questionnaire which have the questions that are going to be asked are based on variables involved in this research, which are the clements of TPs of marketing mix. However, partially, only price, personal influences, and psychological influences have significant impact toward consumer's purchase intention on property insurance product in Jabodetabek. Keywords: property insurance, marketing mix, purchase intention

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
Divisions: Thesis > Master of Business Administration
Depositing User: Indriana Apriyanti
Date Deposited: 17 Jan 2020 03:21
Last Modified: 31 Aug 2020 06:54

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