PENGARUH INOVASI PRULINK NEXTGEN TERHADAP ATTITUDE (STUDI PADA KONSUMEN PT PRUDENTIAL LIFE ASSURANCE CABANG XYZ)
DOI:
https://doi.org/10.34127/jrlab.v13i2.1078Abstract
Innovation in the insurance industry fundamentally aims to meet consumer needs and expectations while adhering to existing regulations. This research aims to investigate the influence of PRULink NextGen innovation on consumer attitudes at PT Prudential Life Assurance Branch XYZ. This type of research is quantitative research with a simple linear regression analysis method. The data used are sourced from questionnaires as primary data, and interviews as well as literature studies as secondary data sources. The population of this research is customers or potential customers who have been prospected about PRULink NextGen by marketing staff of PT Prudential Life Assurance Branch XYZ. This research uses purposive sampling technique as a non-probability sampling technique with a sample size of 100 people. Testing and data analysis are conducted using SPSS 25.0. The results of this research indicate a significant influence of PRULink NextGen innovation on consumer attitudes at PT Prudential Life Assurance. Key words: innovation, attitude, PRULink NextGenReferences
den Hertog, P., van der Aa, W., & de Jong, M. W. (2010). Capabilities for managing service innovation: towards a conceptual framework. Journal of Service Management, 21(4), 490–514. https://doi.org/10.1108/09564231011066123
Drucker, P. (1993). Innovation and Entrepreneurship. In Harper & Row, Publishers, Inc. https://doi.org/10.7312/thom17402-008
Etheridge, J. C., Sinyard, R. D., & Brindle, M. E. (2023). Implementation research. Handbook for Designing and Conducting Clinical and Translational Surgery, 563–573. https://doi.org/10.1016/B978-0-323-90300-4.00043-4
Fida, S., Ahmed, M. A., Nazar, R., Khan, Z., & Zahid, Z. (2014). The Elements of Consumer Attitude toward Service Innovation – An Analysis Of 3G And 4G Technology in Pakistan. International Journal of Management Sciences and Business Research, 8, 29–42.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Gault, F. (2018). Defining and measuring innovation in all sectors of the economy. Research Policy, 47(3), 617–622. https://doi.org/10.1016/j.respol.2018.01.007
Handayani, F. (2023). 6 Manfaat Asuransi Kesehatan & Alasan Memilikinya. Populix.
Hati, S. R. H., Zulianti, I., Achyar, A., & Safira, A. (2021). Perceptions of nutritional value, sensory appeal, and price influencing customer intention to purchase frozen beef: Evidence from Indonesia. Meat Science, 172(September 2020), 108306. https://doi.org/10.1016/j.meatsci.2020.108306
Krissanya, N., Sholikhah, S., Berutu, M. B., & Sari, D. A. P. (2023). Exploring the role of green brand positioning in determining green product purchase intention. International Journal of Applied Economics, Finance and Accounting, 15(2), 88–95. https://doi.org/10.33094/ijaefa.v15i2.838
Lokasi kantor Prudential Indonesia. (n.d.). Retrieved October 16, 2023, from https://www.prudential.co.id/id/penanganan-pengaduan/contact-us/
Manandhar, R. B. (2020). Attitude Dimensions and Shopping Mall Purchasing. Management Dynamics, 23(1), 209–230. https://doi.org/10.3126/md.v23i1.35581
Odinokova, T., Bozhinova, M., & Petrova, M. (2018). Promotion of Innovative Entrepreneurship under Sustainable Development. E3S Web of Conferences, 41, 1–6. https://doi.org/10.1051/e3sconf/20184104015
Perner, L. (2010). Consumer Behavior. USC Marshall. https://www.consumerpsychologist.com/intro_Consumer_Behavior.html
Reguia, C. (2014). Product Innovatıon And The Competıtıve Advantage. European Scientific Journal, 1(June), 140–157.
Rob Bilderbeek, P. D. H., & Göran Marklund, I. M. (1998). SERVICES IN INNOVATION: KNOWLEDGE INTENSIVE BUSINESS SERVICES (KIBS) AS CO-PRODUCERS OF INNOVATION. (Issue August).
Rogers, E. (2003). Diffusion of Innovations.
Roy, M. (2020). Sustainable Development Strategies. Elsevier Inc. https://doi.org/https://doi.org/10.1016/C2018-0-00100-0
Schiffman, L., & Joe Wisenblit. (2019). Consumer behavior. In Angewandte Chemie International Edition, 6(11), 951–952.
Shields, K. (2022). Leading Innovation. eCampusOntario.
Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta.
Sujarweni, V. W. (2015). SPSS Untuk Penelitian / V. Wiratna Sujarweni.
Towards Health & Life Insurance Products. (2023). Populix, January.
Downloads
Published
Issue
Section
License
Jurnal Lentera Bisnis disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.
Berdasarkan ciptaan pada https://plj.ac.id/ojs/index.php/jrlab
