Electronic Theses and Dissertation

Tujuan penelitian ini untuk melihat pengaruh sequential variable perceived value dan customer satisfaction dalam memediasi pengaruh switching cost dan service quality terhadap loyalitas pemegang polis asuransi di Banda Aceh. Populasi dalam penelitian ini adalah seluruh Nasabah PT. Asuransi Bangun Askrida Banda Aceh selama tahun 2019 yang berjumlah sebanyak 2.987 orang. Jumlah sampel sebanyak 210 responden dengan. teknik pengambilan sampel menggunakan metode probability sampling. Hasil penelitian menunjukkan bahwa dari 9 hipotesis direct yang ada 6 diterima dan 3 hipotesis yang tidak significant yaitu pengujian pengaruh perceived vaue terhadap customer satisfaction, pengaruh switching cost terhadap loyalitas dan perceived value terhadap loyalitas karena memiliki nilai CR serta nilai P yang tidak memenuhi syarat minimum ketentuan hipotesis diterima. Hasil pengujian pada pengaruh tidak langsung (serial mediation), dari dua hipotesis yang diuji maka Service Quality berpengaruh terhadap Loyalitas pemegang polis melalui Perceived Value dan Customer Satisfaction yang memiliki dampak lebih besar dalam meningkatkan loyalitas pelanggan karena memiliki angka koeffien lebih besar dibandingkan serial mediation yang pertama.

Kata Kunci: Switching Cost, Service Quality, Perceived Value, Customer Satisfaction, Loyalitas, Pemegang Polis Asuransi, Perusahaan Asuransi, Banda Aceh

The purpose of this study was to examine the effect of sequential variables perceived value and customer satisfaction in mediating the effect of switching costs and service quality on the loyalty of insurance policy holders in Banda Aceh. The population in this study were all customers of PT. Asuransi Bangun Askrida Banda Aceh during 2019, totaling 2,987 people. The number of samples as many as 210 respondents with. sampling technique using probability sampling method. The results showed that of the 9 existing direct hypotheses 6 were accepted and 3 hypotheses were not significant, namely testing the effect of perceived value on customer satisfaction, the effect of switching cost on loyalty and perceived value on loyalty because it has a CR value and a P value that does not meet the minimum requirements. hypothesis is accepted. The results of the test on the indirect effect (serial mediation), from the two hypotheses tested, Service Quality affects the Loyalty of policyholders through Perceived Value and Customer Satisfaction which has a greater impact on increasing customer loyalty because it has a higher coefficient value than the first serial mediation. . Keywords: Switching Cost, Service Quality, Perceived Value, Customer Satisfaction, Loyalty, Insurance Policy Holders, Insurance Companies, Banda Aceh