THE INFLUENCE OF TRUST, BRAND EQUITY AND SERVICE QUALITY ON PURCHASING DECISIONS OF SHARIA INSURANCE SERVICES AT PT. BRI LIFE INSURANCE MALANG

Rifki  Hanif; Lussia Mariesti Andriany

doi:10.31967/prmandala.v3i0.437

Rifki Hanif Institut Teknologi dan Bisnis Asia Malang
Lussia Mariesti Andriany Institut Teknologi dan Bisnis Asia Malang

DOI: https://doi.org/10.31967/prmandala.v3i0.437

Abstract

Currently, the number of people who are aware of insurance is increasing. This is an opportunity for insurance
companies in Indonesia to increase their turnover for sure.
This study aims to determine the influence of the variables of Trust, Brand Equity and Service Quality on the
Purchase Decision for Sharia Insurance services at PT. BRI Life Insurance Malang. This type of research uses causal
research, with quantitative primary data processed through an instrument in the form of a questionnaire taken directly
from BRI Life customers.
The sampling technique used purposive sampling with a specified sample size of 100 respondents. The results of data
and multiple linear regression analysis show that Trust and Brand Equity do not have a significant effect while the
Service Quality variable has a significant effect on purchasing decisions.
Keywords: Trust, Brand Equity, Service Quality and Purchasing Decisions