Abstract:
Bumiputera 1912 Insurance is one of the insurance company in Pekanbaru. This insurance product the offered to the consumers consists of life insurance, medical insurance, and fire insurance. This study are focused to the life insurance because this kind of insurance is the most popular to the consumer. The aims of this study are to know the impact of culture, social, personal factor, and psychological factor to the customer decision in use life insurenace at PT. Asuransi Bumiputera 1912 Pekanbaru and to know the dominant factor that effect to the customer decision at PT. Asuransi Bumiputera 1912 Cabang Pekanbaru.
The population of this study are the amount of the customer of life insurance at PT. Asuransi Bumiputera 1912 Pekanbaru in 2011. There are 452 people listed as the customer at the company. Slovin formula be used to determine the amount of the sample and it 82 people as responden of this reseach. To analyze the data this study used multiple regrresion model.
According toh the study result, simultanously culture, social, personal and psicological factors have a positive and significant impact to the customer decision in using life insurance. Partially culture, social and personnal factors have a significant impact to the customer decision but not for the psycological factor. The dominant effect to the customer decision is culture factor.
