CUSTOMER PERCEPTION ON PRUlink PRODUCT PURCHASE DECISION: A CASE OF GREATER JAKARTA AREA

Abstract

Purpose The aim of this research is to find out the influence of customer perception which is has four aspects; information, premium, investment, and risk on Prulink product purchase decision. Design/methodology/approach Use questionnaire as instrument, contains 20 items of question was spread online to customer of PT. Prudential Life Assurance Jakarta Greater Area. Conducted pre-test to 30 people resulted the questionnaire is reliable to distribute after get .974 on Cronbach’s Alpha. Validity on range .751 to .933 and Reliability on range .858 to .936 of 200 samples data shows each dependent and independent variables passed to hypothesis testing use Multiple Regression Analysis. Findings Overall of customer perception aspects have significant influence on purchase decision. For 3 aspects which are information, premium and investment have significant partial influence on purchase decision. However, risk aspect has no significant partial influence. Originality/value This research is first study that focuses on customer perception on unit link product case study of PT. Prudential Life Assurance Jakarta Greater Area. It might be found several studies have similar variable but only this research combine the common variable (information, premium and risk) with the specific variable (investment), since the object of this research is unit link product.