Pengaruh Penggunaan Media Website Terhadap Kepuasan Nasabah Dalam Pembelian Asuransi Kecelakaan Diri

Abstract

The development of digital technology has encouraged the insurance industry to utilize online platforms to facilitate customer access to information and transactions. This research seeks to examine the impact of website usage on customer satisfaction in purchasing Personal Accident Insurance. The research employed a quantitative method using a Likert scale questionnaire distributed to 80 respondents who had purchased insurance through the website. The Uses and Gratifications Theory was applied to analyze media usage, while customer satisfaction was examined based on Maslow’s Hierarchy of Needs. The collected data were analyzed using validity and reliability tests, descriptive statistical analysis, Pearson correlation test, and simple linear regression analysis. The results of the validity and reliability tests indicated that the research instrument was valid and highly reliable. Data analysis showed that the majority of respondents strongly agreed with the website usage and were highly satisfied with the services. The Pearson correlation test revealed a very strong and significant positive relationship between website usage and customer satisfaction (r = 0.803; sig = 0.000). The simple linear regression test also demonstrated that website usage had a significant effect on customer satisfaction. Thus, the more optimal the use of the website, the higher the customer satisfaction in purchasing insurance