PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK ASURANSI PADA WANITA PEKERJA

Tri Harsini, Wahyuningsih and Ralina, Transistari (2015) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK ASURANSI PADA WANITA PEKERJA. EFEKTIF Jurnal Bisnis dan Ekonomi, 6 (1). pp. 73-88. ISSN 2087-1872

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Abstract

This study aims to determine the effect of the marketing mix in insurance services company consisting of product, price, place, promotion, people, process, and physical evidence (7Ps) towards insurance product purchasing decisions. It was conducted on 115 working women in Yogyakarta Province who have purchased insurance products. Based on multiple regression analysis, the results showed that all variables of the marketing mix has positive influence on purchasing decision simultaneously. Based on t test, the most dominant variable that influence the purchasing decision is the physical evidence both on AJB Bumiputera 1912 and PT Avrist Assurance.This study founds that there was no difference in the marketing mix variables which is dominant in influencing the decision making. However, there is a little difference between AJB Bumiputera 1912 and PT Avrist Assurance when the analysis between the two companies were separated. Besides the physical evidence of the dominant influence, purchasing decisions on AJB Bumiputera 1912 also influenced by the process variable, while the PT Avrist Assurance purchasing decisions are influenced by the place variable.These findings could contribute to the insurance companies of the importance of physical evidences into consideration working women in making purchasing decisions of insurance products.

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