Ismayudin Yuliyzar


The objectives of this study are: (1) to analyze the effect of perceived
value on the company image and its implication to the decision in using
general insurance product (2) to analyze the influence of refraction
group to the company image and its implication to the decision in using
general insurance product perceived and refresni groups to the company
image and its implications for the decision in using general insurance
products. this research is descriptive and verifikatif. Respondents were
235 customers. The results of this study are: (1) Partial reference group
has a positive effect is not significant to Purchase Decision (2) The value
perceived by customers partially have a positive and significant impact
on Corporate Image (3) Reference Group and Value Perceived Customer
together positive and significant to the image of General Insurance
Company in Jakarta with the value of determination coefficient (R2) of
48%. (4) Reference group by partial have positive and significant effect
to Purchasing Decision, (5) The value of customer perceived by partially
have a positive and significant effect to Purchasing Decision (6)
Corporate Image partially have positive and significant influence to
Purchase Decision (7) Reference Group , Perceived Value of Customers,
and Corporate Image together have a positive and significant effect on
Purchasing Decision on General Insurance in DKI Jakarta with value of
coefficient of determination (R2) equal to 83%.

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