| Title | ANALISIS PENGARUH STRATEGI PEMASARAN DAN KOMUNIKASI DALAM MENINGKATKAN PENJUALAN PRODUK ASURANSI USAHA BUDIDAYA UDANG DI PT ASURANSI JASA INDONESIA (PERSERO) |
|---|---|
| Author | AGRETA NIMROD TARIGAN |
| Date Issued | 04/01/2021 |
| Subject | PEMASARAN |
| Abstract | Penelitian ini bertujuan untuk mengetahui pengaruh strategi pemasaran dan komunikasi terhadap meningkatkan penjualan produk. Penelitian dilakukan pada perusahaan PT. Asuransi Jasa Indonesia (Persero). Metode yang digunakan dalam penelitian ini adalah kuantitatif deskritip. Uji yang digunakan Uji analisis linear berganda dengan α=0,05. Hasil dan kesimpulan penelitian ini menunjukan bahwa: pengujian signifikansi t secara parsial (Uji statistik t) Strategi Pemasaran X1 berpengaruh terhadap Meningkatkan penjualan produk (Y). Hal ini dibuktikan dengan nilai signifikasi t sebesar 0,000 (<0,05). Pengujian secara simultan (Uji statistik F) Variabel independen yaitu Strategi pemasaran dan komunikasi berpengaruh terhadap variabel dependen yaitu meningkatkan penjualan produk pada PT. Asuransi Jasa Indonesia (Persero), dengan memiliki nilai F-hitung sebesar 97,809 > nilai F tabel sebesar 3,49 dan nilai signifikasi F sebesar 0,05 (0,000 < 0,05). Hasil analisis dalam penelitian ini menunjukan bahwa secara koefisien determinasi (R square) diperoleh nilai sebesar 0,879 yang berarti meningkatkan penjualan produk dapat dijelaskan atau dipengaruhi oleh faktorfaktor model x yaitu strategi pemasaran dan komunikasi sebesar 87,9% dan dapat dikatakan bahwa ada faktor lain yang dapat empengaruhi meningkat penjualan produk sebesar 12,1 % dan dipengaruhi oleh variabel yang tidak diteliti oleh penulis. Kata kunci: strategi pemasaran, komunikasi dan Meningkatkan penjualan produk |
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