PENGARUH ATRIBUT PRODUK DAN MINAT KONSUMEN TERHADAP LOYALITAS KONSUMEN (Studi Kasus pada Produk AJB Bumiputera 1912)

Abstract

This research investigates the effect of product attributes and customer interest to customer loyalties of Bumiputera 1912 life insurance (AJB Bumiputera 1912). The product attributes consist of core benefit, basic product, expected product, augmented product, and potential product. Specifically the objective of this research is to investigate which product attribute has the biggest effect to customer loyalties. The samples comprise of 4.000 respondents, collected using purposive sampling. This research used questionnaire as research instrument and regression analysis to investigate the effect between independents and dependent variables. The results of this research show that all variables, product attributes and customer interest, affect positively to customer loyalties, while expected product, has the biggest effect. The analysis shows that the coefficient determination (R2) is 99,6%. This suggest that 99,6% variation of customer loyalties explained by product attributes and customer interest, while the rest, 0.4% explained by variables outside the model. The research imply that to increase customer loyalties, Bumiputera 1912 should increase product attributes and customer interest, especially expected product that has the biggest effect.