Department of Communication Science, 2009

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PENGARUH KOMUNIKASI HUMAS TERHADAP PERSEPSI NASABAH ASURANSI PT. ASURANSI JIWASRAYA PERSERO MALANG REGIONAL OFFICE

ANDIKA HIJRAH PRASETYO

Abstract


In a profit-oriented organization, as is Assurance Company, communication activity implementation, as an integrated part of public relation activities, is included in creating perception on customers. In associated with it, this research is intended to know the effect of public relation communication on perception of assurance customers in PT. Asuransi Jiwasraya Ltd. Malang regional office, through a proving manner on the tested hypothesis.
Population is addressed to Assurance customers in PT. Asuransi Jiwasraya (Ltd) Malang Regional Office. They are 94 respondents that obtained through random sampling method. Data collecting method is questionnaire distribution and simple regression analysis technique.
Based on the analysis result, it can be drawn a conclusion that there is significant effect between public relation communication with perception of assurance customer in PT. Asuransi Jiwasraya (Ltd) Malang Regional Office as shown by 64.60% on effect of public relation communication on perception of assurance customers. It means that the figuration of image or perception in oneself (customer) on a product (assurance) of the company (PT. Asuransi Jiwasraya Ltd. Malang Regional Office) is affected by public relation?s communication activities with its customers through telephone, private memo, letter, demonstration, and face-to-face communication, both written and spoken, where its communication content is in the form of critical, information, lobby or simply issues, from personal to group levels. The more often conducting communicative communication, the stronger the perception formed. From all of these results, hence the proposed hypothesis assuming that there is significant effect between public relation communication and the perception figuration on assurance customers in PT. Asuransi Jiwasraya (Ltd.) Malang Regional Office is proven.

Keyword : Komunikasi humas; persepsi nasabah

Link terkait : http://skripsi.umm.ac.id/files/disk1/324/jiptummpp-gdl-s1-2009-andikahijr-16192-Pendahul-n.pdf



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