PENGARUH KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN ASURANSI ALLIANZ DI KOTA JAMBI

DWINATA, CHRISTIAN and Nofiawaty, Nofiawaty (2025) PENGARUH KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN ASURANSI ALLIANZ DI KOTA JAMBI. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the influence of service quality on purchasing decisions of Allianz insurance in Jambi City. The service quality variables used include tangibles, reliability, responsiveness, assurance, and empathy. The research method employed is quantitative with a descriptive and causal approach. Data were collected via questionnaires from 100 Allianz customers. The data were analysed using multiple linear regression. The results show that all service quality dimensions simultaneously have a significant influence on purchasing decisions. Partially, the variables tangibles and empathy have significant effects, while reliability, responsiveness and assurance do not have significant effect. These findings suggest that the company should enhance the service elements that directly affect consumer decisions to improve competitiveness and customer satisfaction

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Service quality, purchasing decision, insurance, Allianz, Jambi City
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	S. E Christian Dwinata
Date Deposited:	19 May 2025 04:25
Last Modified:	19 May 2025 04:25
URI:	http://repository.unsri.ac.id/id/eprint/173054

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