Pengaruh Kualitas Produk dan Religiusitas Terhadap Keputusan Nasabah dalam Memilih Asuransi Syariah di PT. Prudential Life Anssurance Cabang Kota Gorontalo

Abstract

This study aims to determine the Effect of Product Quality and Religiosity on customer decisions
in choosing Islamic insurance at PT.Prudential Life Anssurance Branch of Gorontalo City, with a
sample size of 177 respondents using random sampling method. This study uses multiple regression
analysis tool on primary data found that the factor of Product Quality have positive and
significant influence to customer decision to choose sharia insurance and religiosity have positive
and significant influence to customer decision to choose sharia insurance.
The result of hypothesis test simultaneously (Test F) from both independent variables with
Fhitung equal to 80,111 in area of Ho rejected. This means that simultaneously factor of product
quality and religiosity have a positive and significant influence to the decision of customers to
choose sharia insurance in PT. Prudential Life Ansurance Branch of Gorontalo City.
Determination coefficient value of both independent variables obtained results of 0.479, it means
that the Effect of Product Quality and Religiosity on customer decisions in choosing sharia
insurance in PT.Prudential Life Anssurance Branch of Gorontalo City of 47.9% and the rest of
52.1% influenced by other variables Which were not included in this study. Other variables may be
present in marketing mix such as: promotion, people, place, process, and physical evidence.