Pengaruh Direct Marketing Terhadap Keputusan Pembelian Produk Asuransi Syariah Di PT. Prudential Life Assurance (Studi Pada Agency Pru Future Team Pekanbaru)

Silvia, Putri (2021) Pengaruh Direct Marketing Terhadap Keputusan Pembelian Produk Asuransi Syariah Di PT. Prudential Life Assurance (Studi Pada Agency Pru Future Team Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of direct marketing on purchasing decisions of sharia insurance products at PT. Prudential Life Assurance Pru Future Team Pekanbaru. Based on the results of the study, namely direct marketing seen from face to face selling, telemarketing, online marketing indicators are in the category of strongly agree and purchasing decisions based on indicators of information introduction, information disbursement, alternative evaluation, purchase decisions, post-purchase behavior are in the category of strongly agree and agree . To determine the effect of the variable used a simple regression test using SPSS v.20. simple linear regression test results Y=74,762 + -0.991 X which indicates the opposite direction. The results of the correlation coefficient of - 0.550, there is a relationship between direct marketing and purchasing decisions and the closeness of the relationship between these variables is categorized as moderate. Then the results of the t test value t arithmetic > t table that is -3.482 > 2.048 means Ho is rejected and Ha is accepted. The coefficient of determination is 0.302, which means that direct marketing has an influence of 30.2% on purchasing decisions and the remaining 69.8% is influenced by other factors.

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