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Paulus Perey Untaja
STIE Victory Sorong, Papua
Economics, Econometrics & Finance

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Analisis Perilaku Konsumen Membeli Jasa Asuransi (Penerapan Model Howard) Untaja, Paulus Perey
IQTISHODUNA IQTISHODUNA (Vol 6, No 2
Publisher : Fakultas Ekonomi, UIN Maliki Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (112.659 KB) | DOI: 10.18860/iq.v0i0.318

Abstract

This research intends to predict factors that drive consumer to buying insurance policy, based on consumer behavior model by Howard. In main variable used is buying decision. In addition, this study also include information, brand image, confidence and atitude as the control variables. The analysis unit are exclusive policy insured in Biak region. The data collection by using questionaire. The t test in simple regression models are used to test hypoteses.Research finding about : first, information unsignificant to influence confidence and atitude, but statistically significant to influence brand image. Second, brand image are statistically significant to influence confidence and atitude. Third, confidence and atitude are statistically significant to influence buying decision.
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