The effect of positioning, product quality, and brand image on purchasing decisions for motor vehicle insurance at PT asuransi askrida syariah, Medan Branch

Anggraini, Adisty (2023) The effect of positioning, product quality, and brand image on purchasing decisions for motor vehicle insurance at PT asuransi askrida syariah, Medan Branch. Management Analysis Journal, 12 (1). ISSN P 2252-6552, E 2502-1451

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Abstract

This study aims to determine the effect of positioning, product quality and brand image on the decision to purchase motor vehicle insurance at PT Asuransi Askrida Syariah Medan Branch. This study uses a causal association method and uses a quantitative approach. Data collection techniques in this study using a questionnaire. This study uses data analysis techniques; data validity and reliability tests, classical assumption tests, multiple regression analysis, and hypothesis testing. The population in this study are customers of PT Asuransi Askrida Syariah Cab. Medan, totaling 388 customers. Because the population is too much, more than 100, therefore the researchers took samples using the solvine formula. Therefore, the sample obtained was 80 customers. The research results show; positioning has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions, and brand image has a positive and significant effect on purchasing decisions.

Jenis Item:	Artikel
Uncontrolled Keywords:	Brand Image, Purchase Decision, Positioning
Subjects:	300 Social sciences > 360 Social services; association > 368 Insurance
Divisions:	Artikel (Jurnal, Koran, Majalah)
Pengguna yang mendeposit:	Ms Nurul Hidayah Siregar
Date Deposited:	12 Jul 2023 08:14
Last Modified:	12 Jul 2023 08:14
URI:	http://repository.uinsu.ac.id/id/eprint/19921

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