AN ANALYSIS ON THE DECISION MODEL OF SMART PLUS INSURANCE PRODUCT PURCHASE
The purposes of this study were 1) to analyze the decision model of Smart Plus insurance product purchase and 2) to determine the criteria, sub-criteria, and alternative priorities in Smart Plus purchase decision model. The methods utilized in the study included a survey and interview (in-depth inte...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Bogor Agricultural University
2016-09-01
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| Series: | Indonesian Journal of Business and Entrepreneurship |
| Online Access: | http://journal.ipb.ac.id/index.php/ijbe/article/view/14182 |
| _version_ | 1828464419394289664 |
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| author | Fitry Primadona Ujang Sumarwan Mukhamad Najib |
| author_facet | Fitry Primadona Ujang Sumarwan Mukhamad Najib |
| author_sort | Fitry Primadona |
| collection | DOAJ |
| description | The purposes of this study were 1) to analyze the decision model of Smart Plus insurance product purchase and 2) to determine the criteria, sub-criteria, and alternative priorities in Smart Plus purchase decision model. The methods utilized in the study included a survey and interview (in-depth interview) by using an AHP analysis (Analytical Hierarchy Process) and processing software of "Expert Choice". The result of the first analysis indicated the four marketing mixes that had been performed (Price, Product, Process, and Place); while the second one showed that the purchase of Smart Plus product is based on the factors with the level of interest as follow: benefit (36.3%), premium (35.7%), membership process (14.6%), and provider (13.4%). The result of the second analysis revealed the important sub-criteria including premium offer, additional benefits, membership card, and temporary certificate from the medical specialist.<br /><br />Keywords: AHP, life insurance, marketing mix, purchase decision |
| first_indexed | 2024-12-11T03:14:19Z |
| format | Article |
| id | doaj.art-7f27695f5ca646f6b6efe93ac1a91617 |
| institution | Directory Open Access Journal |
| issn | 2407-5434 2407-7321 |
| language | English |
| last_indexed | 2024-12-11T03:14:19Z |
| publishDate | 2016-09-01 |
| publisher | Bogor Agricultural University |
| record_format | Article |
| series | Indonesian Journal of Business and Entrepreneurship |
| spelling | doaj.art-7f27695f5ca646f6b6efe93ac1a916172022-12-22T01:22:49ZengBogor Agricultural UniversityIndonesian Journal of Business and Entrepreneurship2407-54342407-73212016-09-012310.17358/ijbe.2.3.16510710AN ANALYSIS ON THE DECISION MODEL OF SMART PLUS INSURANCE PRODUCT PURCHASEFitry Primadona0Ujang Sumarwan1Mukhamad Najib2Account Manager Mandiri InhealthDepartment of Family and Consumer Sciences, Faculty of Human Ecology, Bogor Agricultural UniversityDepartment of Management, Faculty of Economics and Management, Bogor Agricultural UniversityThe purposes of this study were 1) to analyze the decision model of Smart Plus insurance product purchase and 2) to determine the criteria, sub-criteria, and alternative priorities in Smart Plus purchase decision model. The methods utilized in the study included a survey and interview (in-depth interview) by using an AHP analysis (Analytical Hierarchy Process) and processing software of "Expert Choice". The result of the first analysis indicated the four marketing mixes that had been performed (Price, Product, Process, and Place); while the second one showed that the purchase of Smart Plus product is based on the factors with the level of interest as follow: benefit (36.3%), premium (35.7%), membership process (14.6%), and provider (13.4%). The result of the second analysis revealed the important sub-criteria including premium offer, additional benefits, membership card, and temporary certificate from the medical specialist.<br /><br />Keywords: AHP, life insurance, marketing mix, purchase decisionhttp://journal.ipb.ac.id/index.php/ijbe/article/view/14182 |
| spellingShingle | Fitry Primadona Ujang Sumarwan Mukhamad Najib AN ANALYSIS ON THE DECISION MODEL OF SMART PLUS INSURANCE PRODUCT PURCHASE Indonesian Journal of Business and Entrepreneurship |
| title | AN ANALYSIS ON THE DECISION MODEL OF SMART PLUS INSURANCE PRODUCT PURCHASE |
| title_full | AN ANALYSIS ON THE DECISION MODEL OF SMART PLUS INSURANCE PRODUCT PURCHASE |
| title_fullStr | AN ANALYSIS ON THE DECISION MODEL OF SMART PLUS INSURANCE PRODUCT PURCHASE |
| title_full_unstemmed | AN ANALYSIS ON THE DECISION MODEL OF SMART PLUS INSURANCE PRODUCT PURCHASE |
| title_short | AN ANALYSIS ON THE DECISION MODEL OF SMART PLUS INSURANCE PRODUCT PURCHASE |
| title_sort | analysis on the decision model of smart plus insurance product purchase |
| url | http://journal.ipb.ac.id/index.php/ijbe/article/view/14182 |
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