PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PENGGUNAAN JASA ASURANSI SEQUIS LIFE DI KOTA SAMARINDA

Abstract

This study aims to determine and analyze the quality of services that include physical evidence, appeal, responsiveness, assurance and empathy affect the decision to use Sequis Life insurance services in the city of Samarinda, either partially or simultaneously.

The analytical tool used in this research is multiple linear regression. The research instrument test was carried out with validity and reliability tests, as well as classical assumption tests consisting of normality tests, linearity tests, multicollinearity tests, heteroscedasticity tests and autocorrelation tests. Hypothesis testing was carried out using the t statistical test, f statistical test and the coefficient of determination (R2).

The results of the research conducted indicate that the physical evidence variable and the alarm variable have a positive and insignificant effect on the decision to use Sequis Life insurance services in the city of Samarinda, while the responsiveness variable, guarantee variable, empathy variable have a positive and significant effect on the decision to use Sequis Life insurance services in Samarinda. Samarinda city.

Based on the results of the statistical test f, the independent variables consisting of physical evidence, appeal, responsiveness, assurance, and empathy simultaneously have a positive and significant effect on the decision to use Sequis Life insurance services in the city of Samarinda