PENGARUH LINGKUNGAN PSIKOLOGIS DAN SOSIAL-BUDAYA TERTANGGUNG TERHADAP KINERJA STRATEGI PEMASARAN ASURANSI KERUGIAN
AbstractThe insured’s psychological field that involved personality, learning, perception, motivation and attitude, and the insured’s socio-cultural environment that involved culture, demography, reference group, family and social status, influenced to the general insurance companies’s markating strategy performance, and affects to the insured’s decision making. A survey was conducted in 2002, to around 400 motor vihicle policy holder’s from over 40 general insurance companies (living) in Daerah Khusus Ibukota Jakarta Raya. It concluded that the insured’s psychological field and socio-cultural environment, influence the marketing strategy for some 54,76% and 20,25%. Beside the insured’s psychological field, sociocultural environment and general insurance companies’s marketing strategy affects to the insured’s decision making for some 17,64%, 28,09% and 37,21% respectively.