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All Journal JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Sembiring, Fauji Arkhan
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Economics, Econometrics & Finance Education

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Pengaruh Kualitas Produk, Iklan, dan Promosi terhadap Brand Awareness pada Prudential Life Assurance Sembiring, Fauji Arkhan; Daulay, Aqwa Naser; Jannah, Nurul
JPEK: Jurnal Pendidikan Ekonomi dan Kewirausahaan Vol 9 No 3 (2025): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jpek.v9i3.32478

Abstract

This study examines the effects of product quality, advertising, and promotion on brand awareness in the life-insurance context. Using a quantitative survey of 100 respondents and multiple linear regression, the research tested the partial and simultaneous influences of the three predictors. Instrument quality met common thresholds for validity and reliability; classical assumptions were assessed prior to model estimation. The results show that product quality does not have a significant partial effect on brand awareness (p = 0.138), whereas advertising (p = 0.003) and promotion (p = 0.021) have positive and significant effects. Simultaneously, the model is significant (F = 35.726; p < 0.001) with an explanatory power of R² = 0.684. These findings indicate that communication efforts—particularly consistent and creative advertising and targeted promotions—play a more decisive role in strengthening brand awareness than perceived product quality in this sample. The study provides managerial guidance for prioritizing integrated marketing communication strategies for life-insurance brands
Co-Authors Aqwa Naser Daulay Nurul Jannah