Analysis of Brand Awareness and Perceived Quality on Repurchase Intention of Indonesian Insurance Companies

摘要

Entering the era of the Asean Economic Community and the existence of the Social Security Organizing Body in Indonesia, insurance companies must be prepared to face competition and manipulation. Insurance companies that have more businesses in searching for consumers gradually implement marketing strategies to be able to compete with other similar companies and retain existing customers. This study builds on determining the effect of Brand Awareness & Perceived Quality on Repurchase Intention. This study using a quantitative approach with analysis using SPSS. The study population was users of insurance products, while the number of respondents 110 insurance service product owner who had used these insurance products in East Java, Indonesia. The sampling uses a non-probability sampling method with a purposive sampling technique. The results of this study shows that brand awareness has a negative effect and also significant (direct effect) on Repurcase Intention. The quality received has a positive and significant influence (can influence directly) repurcase intention. Brand Awareness and Preceived Quality are simultaneously accepted in influencing Repurcase Intention.