PENGARUH INOVASI PRODUK DAN PENETAPAN TARIF PREMI TERHADAP LOYALITAS NASABAH ASURANSI KECELAKAAN PT BNI LIFE INSURANCE DI JAKARTA
DOI:
https://doi.org/10.31334/jambis.v2i3.2507Keywords:
Product Innovation, Premium Rate, CustomerLoyaltyAbstract
An insurance company is a financial company engaged in services with its products in the form of risk protection. The purpose of this study was to analyze the effect of Product Innovation and Premium Rate Determination on Personal Accident Insurance Customer Loyalty of PT BNI Life Insurance in Jakarta, either partially or simultaneously.The research method used in this study was a quantitative method with multiple linear regression analysis tools. The data collection technique used was a questionnaire with a total sample of 36 people. The results of the study showed that, partially, product innovation and premium ratedetermination have a positive and significant effect on customer loyalty at PT BNI Life Insurance Jakarta. Simultaneously, product innovation and premium rate determination also have a positive and significant effect on customer loyalty. The result of the coefficient of determination or R Squareof 0.717 or 71.7% means that the independent variables used in themodel, product innovation and premium rate determination, are able to explain 71.7% of the dependent variable, the Customer Loyalty. While the remaining 28.3% is influenced by other factors outside the variables studied.References
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