Research Paper
Year: 2019 | Month: August | Volume: 6 | Issue: 8 | Pages: 297-311
Effect of Image and Attitude toward Decisions to Purchase Motor Vehicle Insurance Products through Motivation as an Intervening Variable in PT Asuransi Bangun Askrida Medan Branch
Zulfa Hadiya1, Dr. Endang Sulistya Rini2, Dr. Beby Karina Fauzeea Sembiring2
1Postgraduate Students Department of Management, Faculty of Economics and Business at University of North Sumatera, Indonesia
2Postgraduate Lecturer Department of Management, Faculty of Economics and Business at University of North Sumatera, Indonesia
Corresponding Author: Zulfa Hadiya
ABSTRACT
PT. Asuransi Bangun Askrida or commonly called "Askrida", was established by the government of the Republic of Indonesia as a government company (BUMN) that offers insurance protection for all risks and losses, especially for government buildings and other government-owned assets. Along with its development there is a decrease in customer motivation in purchasing motor vehicle insurance products which is caused by Askrida's image and decreasing attitudes of customers in buying insurance products. The products that are most sought after by the public are different credit from motor vehicle insurance products, people prefer to buy insurance that is considered well known and has a good reputation. The purpose of this study was to determine and analyze the effect of images and attitudes on purchasing decisions through motivation as an intervening variable. This type of research is causal descriptive. The population of this study was 176 customers and sample withdrawal using purposive sampling technique of 122 respondents. Data analysis uses path analysis. Sub 1 research results show that the image variables and attitudes simultaneously and partially have a positive and significant effect on motivation. The results of sub-2 analysis show that simultaneous and partial image and attitude variables have positive and significant influence on purchasing decisions through motivation as an intervening variable.
Key words: Image, Attitude, Motivation, Purchase Decision.
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