Pengaruh Reputasi dan Promosi terhadap Minat Pembelian Nasabah pada PT Jasaraharja Putera Cabang Palembang

Abstract

This study aimed to analyze the influence of corporate reputation and promotion on the purchase intention of insurance products at PT Jasaraharja Putera Palembang Branch. The study was motivated by the importance of corporate reputation and promotional activities in increasing public interest in insurance products amid increasingly competitive industry conditions. This study employed a quantitative method with an associative approach. The population consisted of 15,600 customers of PT Jasaraharja Putera Palembang Branch, while the sample consisted of 106 respondents selected using a simple random sampling technique. Data were collected through questionnaires and were analyzed using multiple linear regression. The results showed that corporate reputation and promotion simultaneously had a positive and significant effect on the purchase intention of insurance products. Partially, corporate reputation had a positive and significant effect on purchase intention. Likewise, promotion had a positive and significant effect on the purchase intention of insurance products. The findings indicated that better corporate reputation and more effective promotional activities increased public interest in purchasing insurance products at PT Jasaraharja Putera Palembang Branch. Therefore, the company needed to maintain a positive reputation and improve the effectiveness of its promotional programs to enhance customers' purchase intention.