Product Quality and Premium as the Antecedents to Customer’s Decision with the Impact on the Loyalty of Export Insurance Customers in South Sulawesi

Abstract

In line with the development of export transactions and the increasing number of insurance companies that serve exporters, the challenges faced by today's insurance companies to attract and retain the loyalty of export insurance customers are increasingly stringent among insurance companies. This research analyzed the effect of product quality and premium on customer’s buying decisions and analyzed the influence of buying decisions on customer loyalty. This research used the sample of 160 respondents to the research hypothesis as follows: 1) Does product quality have significant effect on customers' buying decision? 2) Does insurance premium have significant effect on customers' buying decisions? 3) Does customer’s buying decisions have significant effect on customer loyalty? Based on the research results, the data obtained shows that product quality and premium have significant effect on buying decision and, on the other hand, buying decision also has significant effect on customer loyalty.

Keywords: quality, premium, exporters, loyalty.