PENGARUH HARGA (PREMI), CITRA MEREK DAN KEPERCAYAAN NASABAH TERHADAP KEPUTUSAN PEMBELIAN POLIS ASURANSI

This research aimed to find the effect of price, brand image and customer trust on buying decisions. While, the population was customers and ex-customers of PT Prudential Life Assurance in Surabaya. Moreover, there was 100 respondents as sample. Furthermore, the data analysis technique used multiple linear regression and t test. The research result concluded the price had positve and significant effect on buying decision of insurance policy. Besides, the brand image had positve and significant effect on buying decision of insurance policy. In addition, customers trust had positve and significant effect on buying decision of insurance policy. In brief, the brand image had higher effect than buying decision of insurance policy. In other words, by knowing the the variables which affected on buying decision, there would be an increase of buying decision. In line with, there would be some factor which could be fulfilled in order to facilitate the customers in buying decision of insurance policy.Keywords: price, brand image, customer trust, buying decision