Analisis Pengaruh Faktor Budaya, Faktor Sosial, Faktor Pribadi, Faktor Psikologis terhadap Keputusan Nasabah Memilih Asuransi Jiwa Bumiputera

Abstract

This research aims to determine and analyze the influence of cultural, social, personal/individual and psychological factors on purchasing decisions for Bumiputera Lhokseumawe life insurance services. The theory used in this research is marketing and marketing management related to consumer behavior and purchasing decisions. The sample collection method used proportional, with a sample of 98 respondents. Hypothesis testing uses multiple linear regression, with simultaneous tests (F test) and partial tests (t test) which aims to determine the influence of the independent variable on the dependent variable at a confidence level of 95 percent (α = 0.05). The results of analytical research using SPSS Version 16 show that culture, social, personal/individual and psychological simultaneously have a significant influence on purchasing decisions with a significance level of 0.000. The results of the t test show that psychological, personal/individual and social factors have a significant influence on purchasing decisions, while culture does not have a significant influence on purchasing decisions. The coefficient of determination (R2) of the independent variable on the dependent variable in the hypothesis is 0.726, which means that cultural, social, personal/individual and psychological abilities in explaining purchasing decisions are 72.6 percent and the remaining 27.4 percent is explained by other factors not included in the research This. The conclusion of this research is that culture has no positive influence, while social, personal/individual and psychological have a positive influence on purchasing decisions.