PENGARUH CITRA PERUSAHAAN, KEPERCAYAAN DAN ATRIBUT PRODUK TERHADAP LOYALITAS NASABAH ASURANSI KENDARAAN BERMOTOR PADA PT. ASURANSI BUMIDA CABANG PADANG

Abstract

The purpose of this study was to determine the influence of corporate image, trust
and product attributes to insurance customers loyalty motor vehicle PT. Bumida Padang. The
population in this study were all customers who have been registered as a motor vehicle
insurance customers PT. Bumida Padang. The sampling technique used purposive sampling,
while the number of samples used one hundred people. Data analysis techniques using multiple
linear regression. Hypothesis by using the (t - test) to prove the effect of the independent
variable on the dependent variable partially or individually. In this study using three variables,
the corporate image, trust and product attributes. The variables that have a significant
influence to customer loyalty is the corporate image and product attributes, while the trust has
no effect to customers loyalty motor vehicle PT. Bumida Padang
Keywords : corporate image, trust, product attributes and customers loyalty