Pengaruh Persepsi Nasabah dan Daya Tarik Iklan Terhadap Keputusan Pengguna Jasa Asuransi Pada BNI Life Cabang Nganjuk

Abstract

This study aims to determine the influence of customer perception and advertising appeal on the decision to use insurance services at BNI Life Nganjuk Branch. The research method used is a quantitative method with a descriptive approach. Data collection in this study was carried out by distributing questionnaires to BNI Life Uniska Branch customers with a population of 117 and a sample of 91 people and calculated using the SPSS Version 25 application. Data analysis techniques used include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, t Test, F Test, and R2 Determination Coefficient Test. In the Validity Test, it is known that all question items (X1, X2, and Y) have a significance value of 0.000 <0.05 so that each variable is declared valid. Then in the Reliability Test, each variable is declared reliable because it has a Cronbach's Alpha value > 0.60. Then in the t-test it is known that the customer perception variable (X1) and the attractiveness of advertising (X2) have a significance value of 0.000 <0.05 so that both variables partially have a significant effect on the decision to use services. Then in the F-test it shows that the results of the significance value are 0.000 <0.05 which indicates that customer perception and attractiveness of advertising simultaneously influence the decision to use services at BNI Life Nganjuk Branch.