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All Journal EMPATI : JURNAL ILMU KESEJAHTERAAN SOSIAL JISIP: Jurnal Ilmu Sosial dan Pendidikan Journal of Business, Management, and Accounting Jurnal Ekobis : Ekonomi Bisnis & Manajemen Literatus Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ekonomi Dikmas: Jurnal Pendidikan Masyarakat dan Pengabdian Jurnal Ilmu Ekonomi Manajemen dan Akuntansi Jurnal Abdi Masyarakat Multidisiplin Jurnal Ilmiah Ilmu Terapan Universitas Jambi Golden Ratio of Data in Summary International Journal of Community Engagement and Development J-CEKI
Darda, Ahmad
Universitas Teknologi Muhammadiyah Jakarta
Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences

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Journal : J-CEKI

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Pengaruh Personal Selling dan Brand Image Terhadap Keputusan Konsumen dalam Memilih Asuransi Kendaraan Ahmad Darda; Ahmad Rojikun
J-CEKI : Jurnal Cendekia Ilmiah Vol. 3 No. 6: Oktober 2024
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v3i6.5337

Abstract

This study aims to analyze the influence of personal selling and brand image on consumer decisions in choosing vehicle insurance products. Using a quantitative approach, data were obtained from 100 respondents through a questionnaire designed to measure their perceptions related to these two independent variables. The regression analysis results show that both personal selling and brand image significantly influence consumer decisions. Personal selling plays a major role in building trust through direct interaction, while brand image has an important impact on consumer perceptions of the quality and reputation of the insurance products. A coefficient of determination of 66% indicates that the combination of these two variables explains the majority of consumer decisions, while the remainder is influenced by other factors. These findings emphasize the importance of managing effective marketing strategies to enhance vehicle insurance penetration in Indonesia.
Co-Authors Abdrazakova, Ainur ABDUL ROHMAN Ade Irma Rismala Ahmad Rojikun Ahmad Rojikun Bono Prambudi Bono Prambudi Bono Prambudi Budi Andru Budiman Abdulah Budiman Abdulah Budiman Abdullah Egi Saputro Ilza Febrina Lukman Ibrahim M. Asmi Rizaldy M. Lutfi Maftuchah Maftuchah Maria Suryaningsih Maria Suryaningsih Mita Apriliasari Nova Rini Nova Rini Nova Rini Octavia Handayani Pujihastuti Dwi Julianti Ramdany, Ramdany Ridwan Saleh Rojikun, Ahmad Samukri Samukri Sandra Dewi Elizabet Kaunang SATRIYAS ILYAS Siti Maesaroh Supriatiningsih, Supriatiningsih Susi Susilawati Sutar Sutar Sutar Sutar Viniyati Maftuchach Wati, Lela Nurlaela Wenty Febrianti Yuli, Rama