PENGARUH TANGIBLE, RELIABILITY, RESPONSIVENESS, ASSURANCE, DAN EMPATHY AGENT TERHADAP LOYALITAS NASABAH PADA JASA ASURANSI LIFE VISION AGENCY SUKABUMI (PT. PRUDENTIAL LIFE ASSURANCE)

Life Vision Sukabumi is retail company engaged in the sector of Insurance Service and Finance Investment. The research was aimed at measuring the influence of Tangible, Reliability, Responsiveness, Assurance and Empathy TOWARDS Costumer Loyalty at Life Vision Agency Sukabumi. The methods applied in the research were Descriptive and Associative with random sampling technique spreading out 100 questionnaires towards the costumers of Life Vision Agency Sukabumi. The technique of analyzing data applied was simple linear analysis technique; thus for hypothesis test, partial (t test) statistic test and model hypothesis test (f test) were applied. The result of t test shows that Tangible (X1) influences significantly towards Costumer Loyalty; Reliability (X2) does not; Responsiveness (X3) does not; Assurance (X4) does; and Empathy (X5) does. Based on the F test, the probability ratio is amounted to sig 0.000 < 0.05 which indicates that Tangible, Reliability, Responsiveness, Assurance, and Empathy variables are very strongly able to explain Costumer Loyalty variable having determination coefficient aggregated to 81.5% is influnced by other factors excluded from the research

Kekuatan Dimensi Kualitas Pelayanan dalam Menjaga Loyalitas Nasabah pada Jasa Asuransi

This study aims to determine the effect of the strength of service quality dimensions on customer loyalty at the Sukabumi Life Vision Agency Insurance Service (PT. Prudential Life Assurance), and to see how much influence the strength of service quality has on customer loyalty either partially or simultaneously. This research method is an associative descriptive method with path analysis as a data analysis technique. The results showed that the quality of service through the dimensions of Tangible, Reliability, Responsiveness, Assurance, and Empathy on customer loyalty had a simultaneous effect on customer loyalty at the Life Vision Agency Sukabumi Insurance Service (PT. Prudential Life Assurance), this was indicated by the total direct and indirect effect. indirect amounted to 6.601293138%. Service quality through the dimensions of Tangible, Reliability, Responsiveness, Assurance, and Empathy has a partial effect on customer loyalty at the Sukabumi Life Vision Agency &nbsp;Insurance Service (PT. Prudential Life Assurance) namely Tangible by 5.060%, Reliability by 8.684%, Responsiveness by 11.317%, Assurance of 11.927% and Empathy of 8.596% of the five dimensions show that the most dominant influence on Customer Loyalty at Life Vision Agency Sukabumi are Reliability/ Reliability, Responsiveness/ Responsiveness, and Assurance/ Guarantee. In conclusion, the more reliable the Agent and responsive in providing services and security in the transaction and administrative processes, the more Customer Loyalty to Life Vision Agency Sukabumi will increase. Keywords: Service Quality, Customer Loyalt