<![CDATA[This study is motivated by the importance of life insurance policy purchase decisions, which are not only determined by the need for financial protection but also by agent communication quality, company brand image, and recommendations from the social environment. This study aims to analyze the influence of personal selling, brand image, and word of mouth on life insurance policy purchase decisions at PT Asuransi Allianz Life Indonesia, Agency Vision Batu Bara MDN138 Branch. This research used a quantitative approach with a population of 2,380 life insurance policyholders. The sample consisted of 96 respondents selected using the Slovin formula and purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 27. The results show that personal selling, brand image, and word of mouth partially have a positive and significant effect on purchase decisions. Simultaneously, the three variables also have a positive and significant effect, with Fcount 22.513 Ftable 2.70 and a significance value of 0.000 0.05. The Adjusted R Square value of 0.405 indicates that these variables explain 40.5% of purchase decisions, while the remaining percentage is influenced by other variables outside this study.]]>
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