Kepercayaan Nasabah Sebagai Pemediasi antara Confidence Benefit, Social Benefit, dan Special Treatment Benefit dengan Loyalitas Nasabah Asuransi

Mujiburrahman Mujiburrahman

doi:10.22373/ekobis.v1i2.9998

Kepercayaan Nasabah Sebagai Pemediasi antara Confidence Benefit, Social Benefit, dan Special Treatment Benefit dengan Loyalitas Nasabah Asuransi

Mujiburrahman Mujiburrahman

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh confidence benefit, social benefit dan special treatment benefit terhadap kepercayaan serta dampaknya pada loyalitas nasabah Asuransi Rama di Kota Banda Aceh. Sampel penelitian sebanyak 159 orang nasabah terdiri dari nasabah Asuransi Kendaraan Bermotor dan Asuransi Kecelakaan Diri & Kesehatan. Pengumpulan data menggunakan kuesioner dan selanjutnya data dianalisis dengan menggunakan analisis jalur (path analysis). Penelitian menemukan bahwa confidence benefit, social benefit dan special treatment benefit berpengaruh positif dan signifikan terhadap kepercayaan dan loyalitas nasabah Asuransi Rama di Kota Banda Aceh. Semakin baik penilaian nasabah terhadap confidence benefit, social benefit dan special treatment benefit yang mereka terima semakin tinggi pula kepercayaan dan loyalitas mereka terhadap perusahaan asuransi tersebut. Kepercayaan juga berpengaruh positif dan signifikan terhadap loyalitas nasabah Asuransi Rama di Kota Banda Aceh. Keberadaan kepercayaan dapat berperan sebagai variabel perantara antara confidence benefit, social benefit dan special treatment benefit dan loyalitas nasabah. Karena itu, pimpinan perusahaan Asuransi Rama dipandang perlu meningkatkan kepercayaan nasabah terhadap perusahaan yang dipimpinnya.

Keywords

Confidence Benefit, Social Benefit, Special Treatment Benefit, Loyalitas

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DOI: http://dx.doi.org/10.22373/ekobis.v1i2.9998