Pengaruh Kualitas Produk, Iklan, dan Promosi terhadap Brand Awareness pada Prudential Life Assurance

Abstrak

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