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All Journal Jurnal Manajemen Maranatha
Yudit Mardianto
Program Studi Magister Manajemen, Sekolah Tinggi Manajemen Asuransi Trisakti
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Dampak penjualan pribadi, citra perusahaan, dan pemasaran digital terhadap keputusan pembelian asuransi Yudit Mardianto
Jurnal Manajemen Maranatha Vol 25 No 2 (2026): Jurnal Manajemen Maranatha
Publisher : Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28932/jmm.v25i2.14595

Abstract

This study aims to examine the influence of personal selling, corporate image, and digital marketing on purchasing decisions for motor vehicle insurance at PT Asuransi Central Asia, Pondok Indah Branch, both partially and simultaneously. This study employs a quantitative approach with an inferential research design. The population consists of all customers who have purchased motor vehicle insurance policies at PT Asuransi Central Asia, Pondok Indah Branch. The sample size was determined using the Slovin formula, resulting in 83 respondents. A purposive sampling technique was applied, with the criterion that respondents are customers who have purchased motor vehicle insurance products from the company. Data was collected through questionnaires distributed to respondents and analyzed using multiple linear regression with the assistance of Statistical Package for the Social Sciences (SPSS) software. The results indicate that personal selling, corporate image, and digital marketing simultaneously have a significant effect on purchasing decisions for motor vehicle insurance. These variables contribute 57% to purchasing decisions, while the remaining 43% is influenced by other factors outside the research model.
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