<![CDATA[Penelitian ini bertujuan menganalisis pengaruh personal selling agen asuransi terhadap keputusan pembelian polis pada PT Prudential Life Assurance Cabang Buah Batu Bandung. Penelitian menggunakan pendekatan kuantitatif dengan metode deskriptif asosiatif. Data primer dikumpulkan melalui kuesioner skala Likert kepada 100 nasabah yang dipilih secara purposive dan dianalisis menggunakan statistik deskriptif, korelasi Rank Spearman, uji t, serta koefisien determinasi. Hasil menunjukkan hubungan yang kuat dan positif antara personal selling dan keputusan pembelian (rs = 0,730). Nilai t hitung 10,57 lebih besar daripada t tabel 1,660, sehingga pengaruhnya signifikan. Koefisien determinasi sebesar 53,29% menunjukkan bahwa personal selling menjelaskan lebih dari separuh variasi keputusan pembelian. Temuan ini menegaskan pentingnya komunikasi interpersonal, pengetahuan produk, kemampuan mengatasi keberatan, penutupan penjualan, dan tindak lanjut agen dalam mendorong pembelian polis. Kata kunci: personal selling; keputusan pembelian; polis asuransi; agen asuransi This study analyzes the effect of insurance agents’ personal selling on policy purchase decisions at PT Prudential Life Assurance, Buah Batu Branch, Bandung. A quantitative approach with a descriptive-associative method was employed. Primary data were collected using a five-point Likert-scale questionnaire from 100 purposively selected customers and analyzed through descriptive statistics, Spearman rank correlation, a t-test, and the coefficient of determination. The findings indicate a strong positive relationship between personal selling and purchase decisions (rs = 0.730). The calculated t value of 10.57 exceeded the critical value of 1.660, confirming a significant effect. The coefficient of determination was 53.29%, showing that personal selling explained more than half of the variation in purchase decisions. These findings emphasize the role of interpersonal communication, product knowledge, objection handling, sales closing, and post-purchase follow-up in encouraging customers to purchase insurance policies. Keywords: personal selling; purchase decision; insurance policy; insurance agent]]>
