Peningkatan Minat Membeli Ulang Produk Bancassurance melalui Customer Engagement
Abstract
The current sales of bancassurance have become a profitable business for both banks and insurance companies. To increase bancassurance sales, there is a need for sales to new customers who do not yet have insurance and for sales to customers who already have insurance to repurchase. The aim of this study is to investigate the influence of consumer perception, customer satisfaction, and service quality on the repurchase intention of bancassurance products through customer engagement. The sample was selected using the Consecutive Sampling technique, with a total of 353 respondents processed in Jakarta and Bandung. The data were analyzed using Multiple Linear Regression Analysis and Path Analysis through the SPSS application. The results of the study indicate that the variables of Consumer Perception, Customer Satisfaction, and Service Quality have a significant influence, both partially and simultaneously, on the Repurchase Intention of Bancassurance products through Customer Engagement as an intervening variable.
Keywords
Full Text:
PDFReferences
Anggoro, W. (2016). Peran Persepsi Nilai (Perceived Sacrifice, Monetary Value, Convenience Value, Emotional Value, dan Social Value) terhadap Kepercayaan dan Minat Beli Ulang yang Dimoderasi oleh Kepuasan pada Toko Online Lazada di Indonesia.
Bhat, M. A. (2012). Tourism service quality: A dimension-specific assessment of SERVQUAL. Global Business Review, 13(2), 327-337.
Chen, T. J. (2019). Marketing channel, corporate reputation, and profitability of life insurers: Evidence of bancassurance in Taiwan. The Geneva Papers on Risk and Insurance-Issues and Practice, 44(4), 679-701.
Devi, P. P. (2020). Bancassurance and its antecedents to customer buying intentions. AIP Conference Proceedings, 2207(1), 020008.
Ferrinadewi, E. (2008). Merek dan psikologi konsumen. Graha Ilmu.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing.
Huang, L.-C., Gao, M., & Hsu, P.-F. (2019). A study on the effect of brand image on perceived value and repurchase intention in ecotourism industry. Ekoloji, 28(107), 283–287.
Ivana, K.M. (2021). Purchase Experience During The COVID-19 Pandemic and Social Cognitive Theory: The Relevance of Consumer Vulnerability, Resilience, and Adaptability for Purchase Satisfaction and Repurchase. International Journal of Consumer Studies, 21, 1425–1442.
Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip pemasaran jilid 1 edisi 12. Erlangga.
Kotler, P., & Keller, K. L. (2016). A framework for marketing management. Pearson Boston, MA.
Kristianto, A., Sawitri, N. N., & Harianto, R. A. (2022). Analysis Effect of Price, Service Quality and Marketing Relationship on Repurchasing Interest with Customer Satisfaction as Intervening Variable in CV. Bekasi Unggas. Dinasti International Journal of Management Science, 3(3), 488-498.
Lee, L., and Charles, V. (2021). The Impact of Consumers’ Perceptions Regarding the Ethics of Online Retailers and Promotional Strategy on Their Repurchase Intention. International Journal of Information Management, 57, 102264.
Mulyana, A.I., and Gumilang, D.A. (2018). Analysis of The Effect of Price Perceptional, Service Quality, and Relationship Marketing on Costumer Satisfaction and Its Impact on Repurchase Intentions Medical Oxygen Product in PT. Aneka Gas Industry Jakarta. Jurnal SWOT, 8(2).
Pallavi, D. R., & Rai, A. (2021). An Analysis of Customer Perception about Bancassurance: An Empirical Study. Recent Trends in Management and Commerce, 2(2), 79-86.
Putra, A. P. F. (2020). Analysis of The Influence of Culture, Social, Personal And Psychological Factors on Consumer Decisions in Buying Bancassurance Insurance Products (Case: BRI Life Branch of Pamulang Branch, South Tangerang City). Dinasti International Journal of Education Management And Social Science, 1(5), 707-715.
Rajeswari, S., Srinivasulu, Y., & Thiyagarajan, S. (2017). Relationship among service quality, customer satisfaction and customer loyalty: With special reference to wireline telecom sector (DSL service). Global Business Review, 18(4), 1-18.
Saha, S., & Dutta, A. (2019). Factors influencing service quality perception in Indian life insurance sector. Global Business Review, 20(4), 1010-1025.
Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301.
Sashi, C. M. (2012). Customer engagement, buyer‐seller relationships, and social media. Management Decision.
Suryani, T. (2008). Perilaku konsumen: implikasi pada strategi pemasaran. Graha Ilmu.
DOI: https://doi.org/10.17509/image.2023.006
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Pierdijono Hartono, Ratih Hurriyati, R. Adam Medidjati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Image : Jurnal Riset Manajemen is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
View My Stats