Purpose: The purpose of this study is to analyze whether service quality, trust, and corporate image directly influence customer satisfaction and loyalty. Besides, it also examines the indirect effect on loyalty through customer satisfaction.Design/Methodology/Approach: The sample is customers who have made insurance claims, with 206 people to be respondent, from PT. Prudential Life Assurance, PT. AXA Mandiri, PT. AIA Financial, and PT. Bumiputera Life Insurance. Data were analyzed using SEM-AMOS analysis techniques.Findings: The results of this study indicate that service quality, trust, and corporate image directly have a positive and significant effect on customer satisfaction. Finding also shows that service quality and trust, directly have a positive but not significant impact on customer loyalty. In contrast, company image and satisfaction directly have a positive and significant effect on customer loyalty. The role of customer satisfaction as a mediating variable shows that service quality, trust, and corporate image indirectly have a positive and significant effect on customer loyalty.Implications/Originality/Value: So it is concluded that service quality, trust and a higher corporate image will be able to provide higher loyalty if customer satisfaction as an intervening variable also increases. That is, if life insurance customers are less satisfied with service quality, trust, and company image, it is difficult to realize high customer loyalty.
Penelitian ini bertujuan untuk : (1) menguji dan menganalisis pengaruh pemasaran digital melalui websites terhadap peningkatan penjualan pada Ciputra Tallasa JO Makassar. (2) menguji dan menganalisis pengaruh pemasaran digital melalui social media terhadap peningkatan penjualan pada Ciputra Tallasa JO Makassar. (3) menguji dan menganalisis pengaruh pemasaran digital melalui email marketing terhadap peningkatan penjualan pada Ciputra Tallasa JO Makassar. Sampel yang digunakan dalam penelitian ini adalah 40 Customer CitraLand Tallasa City Makassar yang melakukan pembelian unit secara online atau melalui digital marketing. Data diuji dengan menggunakan analsis regresi linear berganda melalui alat analisis SPSS. Hasil penelitian menunjukkan bahwa: (1) pemasaran digital melalui websites berpengaruh positif dan tidak signifikan terhadap peningkatan penjualan pada Ciputra Tallasa JO Makassar. (2) pemasaran digital melalui social media berpengaruh positif dan signifikan terhadap peningkatan penjualan pada Ciputra Tallasa JO Makassar. (3) pemasaran digital melalui email marketing berpengaruh positif dan tidak signifikan terhadap peningkatan penjualan pada Ciputra Tallasa JO Makassar.
This study aims to: (1) test and analyze the effect of digital marketing through websites on increasing sales at Ciputra Tallasa JO Makassar. (2) test and analyze the effect of digital marketing through social media on increasing sales at Ciputra Tallasa JO Makassar. (3) test and analyze the effect of digital marketing through email marketing on increasing sales at Ciputra Tallasa JO Makassar. The sample used in this study is 40 CitraLand Tallasa City Makassar customers who purchase units online or through digital marketing. Data were tested using multiple linear regression analysis through SPSS analysis tools. The results showed that: (1) digital marketing through websites had a positive and not significant effect on increasing sales at Ciputra Tallasa JO Makassar. (2) digital marketing through social media has a positive and significant effect on increasing sales at Ciputra Tallasa JO Makassar. (3) digital marketing through email marketing has a positive and insignificant effect on increasing sales at Ciputra Tallasa JO Makassar
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