Leunupun, Pieter (2004) Perilaku konsumen dalam membeli polis asuransi (suatu kajian dengan menerapkan Model Howard untuk produk asuransi beasiswa ekslusif di Kota Ambon). Jurnal Ekonomi.

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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 execlusive policy insured in Ambon region. The data collection by using questionire. 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.

Item Type:	Article
Uncontrolled Keywords:	Consumer behavior, buying decision, insurance policy
Divisions:	Fakultas Ekonomi dan Bisnis > S1 Akuntansi
Depositing User:	tassa Natassa Auditasi
Date Deposited:	10 Feb 2022 02:42
Last Modified:	10 Feb 2022 02:42
URI:	https://eprints.unmer.ac.id/id/eprint/2283

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