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Pengaruh Kualitas Layanan, Kepercayaan dan Citra Merek tehadap Keputusan Memiliki Asuransi Prudential Syariah di Surabaya dalam Perspektif Islam

Rosadi, Nur Riefki (2021) Pengaruh Kualitas Layanan, Kepercayaan dan Citra Merek tehadap Keputusan Memiliki Asuransi Prudential Syariah di Surabaya dalam Perspektif Islam. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The purpose of this study is to examine and determine the effect of service quality, trust and brand image on the decision to have Islamic prudential insurance in an Islamic perspective. This research methodology uses 70 respondents who are distributed through the Prudential agency office in Surabaya. Respondents' responses were then analyzed descriptively and multiple liner analysis using IMB SPSS Statistic 25. The results of the analysis show that service quality does not have a significant positive effect on purchasing decisions for sharia prudential insurance products, while trust and brand image on purchasing decisions for prudential Islamic insurance products and simultaneously service quality. trust and brand image influence the purchase decision of Islamic prudential insurance in Surabaya. Keyword : Service Quality, Trust, Brand Image, Insurance Purchase Decision

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Islamic Economic
Depositing User: NUR RIEFKI ROSADI
Date Deposited: 11 Jun 2021 08:25
Last Modified: 11 Jun 2021 08:25
URI: http://eprints.perbanas.ac.id/id/eprint/7852

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