Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 24 No. 12 (2025): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495
Articles

DAMPAK KUALITAS TERHADAP KEPUASAN PENGGUNA ASURANSI KESEHATAN DI INDONESIA: PERAN MEDIASI CITRA MEREK DAN NILAI UTILITARIAN

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  • Nabeel Rashid Putra
Nabeel Rashid Putra
Universitas Trisakti
Bio

Published 2025-11-27

Keywords

  • Asuransi Kesehatan,
  • Kualitas Layanan (Service Quality),
  • Citra Merek (Brand Image),
  • Nilai Utilitarian (Utilitarian Value),
  • Kepuasan Pelanggan

How to Cite

DAMPAK KUALITAS TERHADAP KEPUASAN PENGGUNA ASURANSI KESEHATAN DI INDONESIA: PERAN MEDIASI CITRA MEREK DAN NILAI UTILITARIAN. (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 24(12), 2831-2840. https://cibjournal.com/index.php/musytari/article/view/2082

Abstract

Pengujian berikut mempunyai tujuan demi analisa dampak Kualitas Layanan (Service Quality) terhadap Nilai Utilitarian (Utilitarian Value), Citra Merek (Brand Image), maupun Kepuasan Pelanggan (Customer Satisfaction) terhadap industri asuransi kesehatan di Indonesia. Mengingat ketatnya persaingan industri asuransi, pemahaman akan beberapa faktor yang menjadikan loyalitas dan kepuasan menjadi krusial. Pengujian memanfaatkan metode kuantitatif melalui teknik purposive sampling. Data dikumpulkan melalui penyebaran kuesioner daring kepada 121 responden yang merupakan pengguna asuransi kesehatan. Pengujian hipotesis dilakukan menggunakan analisis Structural Equation Modeling (SEM) dengan bantuan perangkat lunak AMOS. Hasil penelitian didapatkan bahwa Kualitas Layanan mempunyai efek positif yang signifikan atas Nilai Utilitarian dan Citra Merek. Responden menilai bahwa layanan yang sopan dan sesuai kesepakatan mampu meningkatkan persepsi nilai dan reputasi perusahaan. Namun, hasil pengujian menunjukkan temuan yang menarik di mana Kualitas Layanan, Nilai Utilitarian, dan Citra Merek tidak memiliki pengaruh signifikan akan Kepuasan Pelanggan pada objek penelitian ini. Poin ini berindikasi apabila meski kualitas layanan mampu membangun citra yang baik, terdapat faktor lainnya selain variabel yang diteliti yang mungkin lebih mendominasi tingkat kepuasan nasabah saat ini. Penelitian ini menyarankan perusahaan asuransi untuk tetap menjaga kualitas layanan sebagai pembentuk citra, sembari mengeksplorasi strategi lain untuk mengonversi nilai tersebut menjadi kepuasan pelanggan yang nyata.

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