Analisis Kualitas Produk, Persepsi Harga, Dan Kualitas Layanan Terhadap Keputusan Pembelian Produk Bancassurance

Asrofil Muhlisin; Sonny Subroto Maheri Laksono

doi:10.32503/otonomi.v26i2.9582

Asrofil Muhlisin BRI KCP Ponorogo
Sonny Subroto Maheri Laksono Magister Manajemen, Universitas Islam Kadiri

DOI: https://doi.org/10.32503/otonomi.v26i2.9582

Abstract

Bancassurance is a business activity involving a marketing partnership between an insurance company and a bank, wherein the bank acts as an insurance agent selling its partner's insurance products within its marketing reach. This study aims to analyze the influence of product quality, price perception, and service quality—both individually and simultaneously—on the purchasing decision for bancassurance products at BRI KC Ponorogo. The study employs a quantitative approach with a sample size of 195 respondents. Data were collected via questionnaires and analyzed using IBM SPSS Statistics 25, utilizing tests for validity, reliability, classical assumptions, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The resulting regression equation is Y = 15.951 + 0.145X1 + 0.183X2 − 0.037X3 + ε. The results indicate that product quality (sig. = 0.019 < 0.05) and price perception (sig. = 0.017 < 0.05) have a positive and significant effect on purchasing decisions, whereas service quality (sig. = 0.393 > 0.05) does not have a significant effect. Simultaneously, the three variables significantly influence purchasing decisions (F-test sig. = 0.013 < 0.05), with an Adjusted R-Square value of 0.040 (4%), indicating that 96% of the variation is explained by factors outside the model. These findings suggest that BRI KC Ponorogo should prioritize product quality and pricing strategies to boost purchasing decisions for bancassurance products.

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