The impact of personal selling, corporate image, and digital marketing on insurance purchasing decisions
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Published:
May 18, 2026
Keywords:
corporate image, digital marketing, personal selling, purchasing decisions citra perusahaan, keputusan pembelian, pemasaran digital, penjualan pribadi
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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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Mardianto, Y. (2026). The impact of personal selling, corporate image, and digital marketing on insurance purchasing decisions. Jurnal Manajemen Maranatha, 25(2), 201–216. https://doi.org/10.28932/jmm.v25i2.14595
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References
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Surya, I., & Naipospos, N. Y. (2023). Pengaruh pengetahuan, citra perusahaan terhadap kepercayaan dalam keputusan pembelian produk asuransi. Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA), 3(1), 89-92. https://doi.org/10.47709/jebma.v3i1.2791
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Anastasia, J., Tanamas, I., Soemarno, D. D., & Osma, A. N. (2025). The role of digital marketing as a promotional media towards increasing insurance product purchases: A case study of PT Asuransi Allianz Life Indonesia. Digital Innovation: International Journal of Management, 2(2), 158-164. https://doi.org/10.61132/digitalinnovation.v2i2.312
Anggarawati, L. K. A., Mitariani, N. W. E., & Imbayani, I. G. A. (2022). Pengaruh pelaksanaan personal selling, kepercayaan pelanggan, dan kualitas pelayanan terhadap keputusan pembelian ulang produk asuransi berupa premi asuransi (Studi pada PT Asuransi Allianz Life Indonesia, Unit Genteng Biru Denpasar). EMAS, 3(9), 82-93. https://e-journal.unmas.ac.id/index.php/emas/article/view/4263
Arianto, B. (2023). Perilaku konsumen: Teori dan implementasi dalam pemasaran modern. Deepublish
Aryani, M. (2021). Analisis digital marketing pada Hotel Kila di Kabupaten Lombok Barat terhadap kepuasan konsumen. Jurnal Visionary: Penelitian dan Pengembangan di Bidang Administrasi Pendidikan, 6(1), 22-30. https://doi.org/10.33394/vis.v6i1.4085
Ayala, S., Nasution, S. L., & Nasution, Z. (2022). Pengaruh kepercayaan, pengetahuan, dan citra perusahaan terhadap keputusan pembelian produk asuransi. REMIK: Riset dan E-Jurnal Manajemen Informatika Komputer, 6(3), 516-522. https://doi.org/10.33395/remik.v6i3.11650
Darda, A., & Rojikun, A. (2024). Pengaruh personal selling dan brand image terhadap keputusan konsumen dalam memilih asuransi kendaraan. J-CEKI: Jurnal Cendekia Ilmiah, 3(6), 6275-6284. https://al-haramjournal.id/index.php/J-CEKI/article/view/5337
Darmawansyah, T. T., Polindi, M., Aguspriyani, Y., Sanawi, S., Setiadi, R. M., & Raya, F. (2023). The impact of digital marketing strategies on the purchase decisions of the millennial generation for insurance. Proceedings of the 6th International Conference of Economics, Business, and Entrepreneurship (ICEBE 2023), 1-11. https://doi.org/10.4108/eai.13-9-2023.2341187
Dash, G., & Chakraborty, D. (2021). Digital transformation of marketing strategies during a pandemic: Evidence from an emerging economy during Covid-19. Sustainability, 13(12), 6735-6743. https://doi.org/10.3390/su13126735
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 (Edisi ke-10). Badan Penerbit Universitas Diponegoro
Hazizah, R. N. (2024). Strategi digital marketing dan dampaknya: Mengupas pengaruh content marketing, influencer, dan ulasan pelanggan pada keputusan pembelian. JIMBIEN: Jurnal Mahasiswa Manajemen, Bisnis, Entrepreneurship, 3(2), 72-81. https://doi.org/10.36563/jimbien.v3i2.1360
Kotler, P., & Keller, K. L. (2016). Marketing management (14th ed.). Pearson
Kurnia, K., & Rifani, R. (2020). The personal selling & digital marketing on purchase decision of insurance policy. Economics and Digital Business Review, 1(2), 120-128. https://doi.org/10.37531/ecotal.v1i2.16
Lestari, D. P., Yusuf, M., & Taqwa, R. (2021). Persepsi citra perusahaan pertambangan PT Baturona Adimulya melalui program corporate social responsibility. Jurnal Sains dan Teknologi: Jurnal Keilmuan dan Aplikasi Teknologi Industri, 21(1), 29-37. https://www.researchgate.net/publication/353127688
Manggala, R. S. S. B. P., Sutisna, S., & Suadma, U. (2024). The influence of digital marketing and product attributes on brand image and their impact on the purchase decision of motor vehicle insurance products in Serang City. Performance: Jurnal Bisnis & Akuntansi, 14(1), 21-34. https://doi.org/10.24929/feb.v14i1.2649
Munthe, S. E. B. G., & Adriyanto, A. T. (2025). Optimalisasi personal selling: Dampak tidak langsung terhadap keputusan pembelian. JMIK: Jurnal Manajemen dan Inovasi Kewirausahaan, 1(3), 165-183. https://doi.org/10.64532/hvzydy40
Nursiana, A., Budhijono, F., & Fuad, M. (2021). Critical factors affecting customers’ purchase intention of insurance policies in Indonesia. The Journal of Asian Finance, Economics and Business, 8(2), 123-133. https://doi.org/10.13106/JAFEB.2021.vol8.no2.0123
PT ACA. (2026). Jumlah nasabah PT ACA Cabang Pondok Indah tahun 2024-2025
Rahmawati, R., & Cyasmoro, V. (2025). Pengaruh kualitas produk, kualitas pelayanan, dan persepsi harga terhadap keputusan pembelian produk asuransi (Studi kasus di Asuransi Bancassurance Manulife Danamon). JPNM: Jurnal Pustaka Nusantara Multidisiplin, 3(2). https://doi.org/10.59945/jpnm.v3i2.532
Rumbiati, R. (2021). Personal selling dan sales promotion dalam keputusan pembelian sepeda motor di Kota Sekayu. Jurnal Aplikasi Manajemen dan Bisnis, 1(2), 118-127. https://doi.org/10.5281/zenodo.4697944
Saputra, F. (2025). OJK: Penetrasi asuransi di Indonesia baru 2,72% per Februari 2025. https://keuangan.kontan.co.id/news/ojk-penetrasi-asuransi-di-indonesia-baru-272-per-februari-2025
Solomon, M. R. (2019). Consumer behavior: Buying, having, and being. Pearson
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif dan R&D. Alfabeta
Surya, I., & Naipospos, N. Y. (2023). Pengaruh pengetahuan, citra perusahaan terhadap kepercayaan dalam keputusan pembelian produk asuransi. Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA), 3(1), 89-92. https://doi.org/10.47709/jebma.v3i1.2791
Tarmizi, A., & Solihin, A. (2023). Pengaruh personal selling terhadap keputusan konsumen memilih asuransi kendaraan. Jurnal Portofolio: Jurnal Manajemen dan Bisnis, 2(2), 141-149. https://jurnalprisanicendekia.com/index.php/portofolio/article/view/154
Untung, B. (2024). Buku cerdas asuransi, cermat berinvestasi proteksi agar tak sesal kemudian. Andi
Wati, A. P., Martha, J. A., & Indrawati, A. (2022). Digital marketing. Edulitera
Wijiastuti, R. D., & Hamzah, I. (2023). Pengaruh digital marketing dan personal selling terhadap keputusan pembelian polis asuransi umum di PT Askrindo Cabang Sorong. Transformasi: Journal of Economics and Business Management, 2(2), 191-204. https://doi.org/10.56444/transformasi.v2i2.745
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm. McGraw-Hill