The Personal Selling & Digital Marketing on Purchase Decision of Insurance Policy

Kurnia Kurnia · Rani Rifani Arifuddin

6 citations0/0 files storedEconomics and Digital Business Review

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Insurance and Financial Risk Management

Abstract

This study aims to analyze the effect of personal selling and digital marketing on purchasing decisions for insurance policies at PT. QBE General Insurance Indonesia, Makassar Branch. This research data comes from the results of questionnaires to 87 customers of PT. QBE, Makassar Branch. Regarding the purchase decision of an insurance policy using a multiple regression analysis system, the results of the study indicate that personal selling and digital marketing have a partial effect on purchasing decisions with digital marketing. The results of this study also show that personal selling and digital marketing have a positive effect simultaneously on insurance policy purchasing decisions.

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2002Manajemen Pemasaran 2 2002Manajemen Pemasaran (Edisi Milenium)2009Strategi Promosi yang Kreatif dan Analisis Kasus Integrated Marketing Communication 2001Understanding IT-enabled interactivity in contemporary marketing 2012Metode penelitian pendidikan: Pendekatan kuantitatif, kualitatif, dan R&D

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