Analisis Faktor Pengambilan Keputusan Konsumen di Kota Kediri Terhadap Produk Asuransi Pendidikan Anak

Dwi Juwarni, Sri Rochani, Edwina Prastiwi, Budi Susanto, Mayciella So

Abstract

Abstrak

Customer centric merupakan penerapan dari Customer Relationship Management (CRM)sebagai solusi khusus untuk penerapan pendekatan strategis yang berkaitan dengan menciptakan nilai produk atau layanan yang lebih baikmelalui pengembangan hubungan yang sesuai dengan pelanggan. Karena itu,implementasi proses CRM berpotensi untuk meningkatkan kinerja perusahaan secara signifikan pada tahap hubungan dengan pelanggan. Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang dipertimbangkan orang tua sebagai pengambil keputusan dalam penentuan suatu produk asuransi pendidikananak yang tepatdan menganalisis strategi customer centric yang tepat dalam memposisikan sebagai produk pilihan pertama di antara produk sejenis di perusahaan lain. Penelitian ini merupakan penelitian kuantitatif. Pengambilan sampel menggunakan metode Purposive Sampling, sedangkanmetode analisis yang digunakan adalah analisis faktor. Hasil penelitian menunjukan bahwa faktor – faktor yang menjadi prioritas pertimbangan orang tua dalam memilih produk asuransi pendidikan anak adalah: 1). Persepsi dan harapan konsumen dalam memilih produk asuransi pendidikan anak, 2). Kemudahan dan efektivitas prosedur transaksi produk asuransipendidikan anak, 3). Keunggulan / fitur dari produk asuransi pendidikan anak.

 

Kata Kunci: Customer centric, Customer Relationship Management, asuransi pendidikan anak.


Abstract

 

Customer centric is the application of Customer Relationship Management (CRM), which is a process that together will bring a variety of information about customers, sales, marketing effectiveness, responsiveness and market trends, as an effort to change customer behavior habits and strengthen bonds between customers and company. The purpose of this study is to determine the factors that parents consider as decision makers in determining an appropriate child education insurance product and to analyze the right customer centric strategy in positioning it as the first choice product among similar products in other companies. This research is a quantitative research. Sampling using purposive sampling method, while the method of analysis used is factor analysis. The results showed that the priority factors for consideration of parents in choosing child education insurance products are: 1). Perceptions and expectations of consumers in choosing child education insurance products, 2). Ease and effectiveness of child education insurance product transaction procedures, 3). Advantages / features of child education insurance products.

 

Keywords: Customer centric, Customer Relationship Management, products, savings

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DOI: https://doi.org/10.31328/wnceb.v3i1.4207

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