PENGARUH KREDIBILITAS AGEN ASURANSI TERHADAP SIKAP NASABAH DALAM MEMBELI POLIS (Analisis Regresi mengenai keterpercayaan, keahlian dan daya tarik agen asuransi terhadap sikap pemilik asuransi di Kota Sukabumi)

Abstract

Companies must have their own criteria for their sales agents, start from how to
speak in front of potential customers, personal appearance and knowledge about
the products and the company itself. The credibility of sales or marketing agents
will make their companies have a good reputation. Insurance agents also trained
by company to introduce the products until someone willing to buy the products
and become their loyal customer. This research aims to determine whether there
is any significant impact of insurance agent’s credibility to customer’s attitude in
buying a policy. The long-term results of the research can be used as
communication competence for agents to persuade potential customers, who
probably initially not interest to buy the products, became a loyal customer. This
research is causal quantitative research. This research used regression analysis
to determine the impact of insurance agent’s credibility to customer’s attitude in
buying policy. The data collection techniques used questionnaires that distributed
to the respondent. The respondent of this research were people who have
insurance in the city of Sukabumi, West Java. The sampling technique in this
research was purposive sampling. The theory that used in this research was
source credibility. The results of this research indicate that trustworthiness,
expertise, and attractiveness of insurance agents have a significant impact to
customer’s attitude in buying a policy. From the three components, the most
important thing is the expertise. The expertise of insurance agent has a highest
score compare with trustworthiness and attractiveness of insurance agent.