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Nasution, Juliana
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Journal : El-Mal: Jurnal Kajian Ekonomi

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Pengaruh Brand Trust dan Brand Image terhadap Loyalitas Nasabah dalam Menggunakan Asuransi Jiwa pada Ajb Bumiputera 1912 Medan Hayani, Nur Syamsidah; Rahma, Tri Inda Fadhila; Nasution, Juliana
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 3 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i3.634

Abstract

The high growth of service companies in Indonesia encourages companies to attract the hearts of their customers in order to become loyal customers of the company's products, one of the service companies that continues to grow in Indonesia is a service company in the insurance sector. Where life insurance is now seen as important and necessary in everyday life. One alternative approach that is widely used by companies is to create brand trust and the company's brand image to gain customer loyalty. This study aims to determine the effect of brand trust and brand image partially or simultaneously on customer loyalty in using life insurance at Ajb Bumiputera 1912 Medan. The method used in this study uses a quantitative method by taking 89 respondents from selected customers as research samples through probability sampling technique with calculations using the slovin formula. The questionnaire uses hypothesis testing with SPSS version 25 software and uses linear data using multiple linear regression analysis methods. The results of this study simultaneously from the variable brand trust (X1) and brand image (X2) have a positive and significant effect on customer loyalty. And partially the variables brand trust (X1) and brand image (X2) also have a positive and significant effect on customer loyalty in using life insurance. Keywords : Brand Trust, Brand Image, Customer Loyalty, Life Insurance.
Co-Authors Afifah, Yasmin Ahmad Fadli Alfiani, Rani Almasri, Anas Zahir Amelia, Anika Andini, Indri Andri Wibowo Anggraini, Sri Dewi Aqwa Naser Daulay Arifin Fauzi Lubis Armayani, Reni Ria Asmita, Riza Ayu Atika Atika Aulia, Mahani Faiza Azhari, Farah Indah Azizah Kurinci, Ayu Ismah Barus, Khairani Br Batubara, Maryam Br. Purba, Devia Syahfitri Budi Prianto Daulay, Khairani Andini Daulay, Wilda Efrilyati Della, Della Alvionita Deni Irawan, Deni Eka Lestari Enjeli, Enjeli Fadilah, Cut Fadilah, Rahmatul Fadillatunnisa, Fadillatunnisa Fajar, Ramdanil Fakhri, Hanifah Oktaviani Fani, Meiti Fauzi Ahmad Muda Handayani, Suri Sakinah Hanin, Haya Fadiyah Harahap, Andi Hotmatua Harahap, Muhammad Ikhsan Harahap, Rahmat Daim Harahap, Santri Fadhilah Harahap, Sri Hasibuan, Hesti Aryani Hasibuan, Mardiah Khofifah Hasibuan, Reni Ria Armayani Hasugian, Hotbin Hayani, Nur Syamsidah Heru, Muhammad Ilham Arifin Isnaini Harahap Kamil, Muhammad Raihan Khoirunisa, Afifah Aulia Kudadiri, Vingky Kurnia, Ahmad Larasati, Diah Larasati Lasmi, Aida Lubis, Annisa Zahra Lubis, Rasikah Firjatullah Lubis, Sofiana Zahara Lubis, Sri Nikmah Tullah Madinah, Futri Maharani, Anggun Debana Marliyah, Marliyah Marpaung, Dzakkiyah Addawiyah Masrida, Masrida Maulana, Rifki Maulida, Lisa Metuah, Marpirah Miliantari, Dea Muhammad Anwar Muhammad Arif Muhammad Lathief Ilhamy Nasution muhammad Syahbudi, muhammad Muhammad Yafiz Murtadla, Abdullah Alfikri Mustapa  Khamal  Rokan Nashuha Harahap, Vania Ananda Nasution, Dini Andriani Nasution, Muhammad Idris Nasution, Siska Amelia Nasution, Siti Aminah Natasya, Adelia Novia, Raisyah Arta Nurbaiti Nurbaiti Nurhalimah Sitorus Nurhasanah Siregar . Nurhayati Nurhayati Nurlaila Nurlaila Nurlaila Nursantri Yanti Nurul Inayah Nurul Jannah Nurwani Nurwani, Nurwani Pradila, Egita Pranata, Mhd Harry Putri, Siti Rahmayanti Qodriyah, Nurul Ni'mah Rahma, Tri Inda Fadhila Rahmadani, Aulia Rahmadhani, Nurianti Rahmani, Nur Ahmadi Bi Rahmi Syahriza, Rahmi Ramadhani, Sri Rokan, Mustafa Kamal Saparuddin Siregar Saputra, Muhammad Ilham Sari, Suci Indah Sartika Sartika Sastiani, Amanda Feby Sayuti, Gegoh Selaya, Asyaadatun Nazila Setia, Dela Sihite, Masdinar Silalahi, Khairul Amri Sinaga, Tari Nur Syafni Siregar, Dewi Tamora Siregar, Muhammad Rizky Siregar, Nabila Safutri Sitorus, Dahlia Safutri Br Sobari, Riski Sri Anjani Sri Maharani Sri Rizky, Dina Subandi Subandi Sugianto Sugianto Supardi Syamsul Bahri Tambak, Eli Ermawati Tanjung, Maysara Hapni Tanjung, Miftahul Jannah Triningsih, Cindy Tuti Anggraini Wahyu Syarvina YENNI SAMRI JULIATI NASUTION, YENNI SAMRI JULIATI Yusrizal Yusrizal Zakia, Maulida Ummi Zhafran, Faras Abiyyu Zuhrinal M. Nawawi