Pengaruh Kualitas Produk, Iklan, dan Promosi terhadap Brand Awareness pada Prudential Life Assurance
DOI:
https://doi.org/10.29408/jpek.v9i3.32478Keywords:
Brand Awareness; Life Insurance; Product Quality; PromotionAbstract
This study examines the effects of product quality, advertising, and promotion on brand awareness in the life-insurance context. Using a quantitative survey of 100 respondents and multiple linear regression, the research tested the partial and simultaneous influences of the three predictors. Instrument quality met common thresholds for validity and reliability; classical assumptions were assessed prior to model estimation. The results show that product quality does not have a significant partial effect on brand awareness (p = 0.138), whereas advertising (p = 0.003) and promotion (p = 0.021) have positive and significant effects. Simultaneously, the model is significant (F = 35.726; p < 0.001) with an explanatory power of R² = 0.684. These findings indicate that communication efforts—particularly consistent and creative advertising and targeted promotions—play a more decisive role in strengthening brand awareness than perceived product quality in this sample. The study provides managerial guidance for prioritizing integrated marketing communication strategies for life-insurance brands
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