HUBUNGAN ANTARA HARDINESS DENGAN INTENSI TURNOVE

HUBUNGAN ANTARA HARDINESS DENGAN INTENSI TURNOVER
PADA AGEN PRODUKSI ASURANSI JIWA BERSAMA (AJB)
BUMIPUTERA 1912 DI WILAYAH ASPER SEMARANG
Ellyza Mutiarasari Utami, Harlina Nurjahjanti, S.Psi., M.Si, Prasetyo Budi
Widodo, S.Psi., M.Si
Fakultas Psikologi Universitas Diponegoro

ABSTRACT

The life insurance business is currently facing intense competition. Beside
of the growing number of life insurance companies, the global crisis and low
awareness of Indonesian society, making the job of insurance agent as an mediator between communities and companies becoming harder. Many demand and difficulties faced by the agent, result an intention to quit from the company.
Mobley (1986, p.128) implied that one of the individual factor influencing the
turnover is stress. People have different perception defining stress. One of the differences factor is hardiness (Cooper, 2001, p.126). Hardiness is individual capability to hold pressure so it didn’t result to individual stress. Individuals with high hardiness will have low turnover intentions, while individuals with low hardiness will have high turnover intention.
This research used 70 AJB Bumiputera 1912 production agents as the
research subject. Data sample taken using cluster random sampling technique.
Method of data collection use two scales that is turnover intention scale with 36 aitem and hardiness scale with 24 aitem. The result of data analysis shows that correlations between hardiness and turnover intentions is rxy= -0,611 and p=0,000 (p<0,05) which means there is negative correlation between hardiness and turnover intention. In other words, the higher production agent hardiness the lower turnover intention and otherwise. Hardiness gives effective contribution about 37,3% on turnover intention. These results indicate that there is another factor of 62.7% is also participates affect turnover intention is not discussed in this research such as age, job tenure, interests, talents and abilities, reward systems.

Keywords : turnover intention, hardiness, production agent

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Posted on June 28, 2010, in Jurnal Pemasaran and tagged . Bookmark the permalink. Leave a comment.

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