ARTICLE
TITLE

THE IMPACT OF PERSONAL SELLING AND DIGITAL MARKETING ON PURCHASE DECISION OF INSURANCE POLICY AT PT QBE GENERAL INSURANCE INDONESIA, MAKASSAR BRANCH

SUMMARY

This study aims to analyze the influence of personal selling and digital marketing to purchase decision of insurance policy in PT. QBE General Insurance Indonesia, Makassar Branch. The data of this research from questionnaire result to 87 customer of PT. QBE, Makassar Branch. Regarding the purchase decision of the insurance policy by using multiple regression analysis system, the research show that personal selling and digital marketing have partial effect to purchase decision with the result show that ttest of personal selling 4,206>ttabel 3,101 and ttest of digital marketing variable 4,076 > ttabel 3,101. Result from this research also show that personal selling and digital marketing have simultaneous positive effect for purchase decision of policy insurance 87.7% and 12.2% explained form other variable outside this research.

PAGES
pp. 92 - 108

 Articles related

Putri Ayuni, Nur Ahmadi Bi Rahmani    

The purpose of writing this article is to examine influence agent competency and trust have on customer loyalty for Sharia life insurance (Case Study of PT Prudential Life assurance branch of Binjai). This study applies a quantitative descriptive method ... see more


Alessandra Ramon de Souza,Marcelo Carvalho,Evandro Luiz Lopes    

Goal: This study aims to investigate the best promotional communication strategy for health insurance products, to prove or refute the hypothesis that messages should explore risk and loss aversion.Method: This research was of the causal conclusive type,... see more


Dara Almira    

In this globalization era, the business world adhering to sharia principles has begun to develop, not only banking financial institutions, but non-banking financial institutions, one of which is insurance institution also has started to adopt the sharia ... see more


Suhardi Suhardi,Djoko Soelistya,Retno Purwani Setyaningrum,Nur Aisyah,Nora Pitri Nainggolan    

This  study  aims to determine the impact  of  employee  leadership  and  team  member exchange through organizational citizenship behaviour on the employee performance of  foreign  life  insurances.... see more


Fanny Septina    

The insurance sector is often faced with dynamic economic changes. Product adjustments to new policies and the availability of funding for the company's operational activities are crucial. This study aims to observe the effect of leverage on the financia... see more