KEPUTUSAN KONSUMEN DALAM MEMILIH PERUSAHAAN SEBAGAI DAMPAK DARI KELOMPOK REFERENSI DAN NILAI TERHADAP CITRA PERUSAHAAN ASURANSI UMUM DI PROVINSI DKI JAKARTA

Abstract

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%.