Effect of Promotion Mix on Insurance Product Purchase Decisions Zurich Kediri; Indonesia

DOI

10.2991/icss-19.2019.26How to use a DOI?

Keywords

Buying decision; Insurance; Promotion mix; Product.

Abstract

The longer the future we want; the greater the uncertainty risk we face. Insurance offers protection products for the future. If we are sick; if we die; etc.; Then by buying insurance products; uncertainty will be reduced. in this case every perason or institution needs to have protection to protect all. Insurance as a provider of risk management services must be able to offer its products to customers or buyers; as a product that can be trusted; can be accounted for. The research involved 60 respondents in Kediri; the sampling technique in this study used the cluster random sampling method; data processing using quantitative analysis. This research used multiple linear analysis methods. The purpose of this research is: (1)To find out the effect of the promotion mix on purchasing decisions for Zurich Insurance products. (2) To find out whether the promotion mix variable (advertising; sales promotion; personal sales and publicity) has a simultaneous influence on purchasing decisions of Zurich Insurance products. Based on the results of research and discussion: (1) Promotion mix (advertising; sales promotion; personal sales and publicity) has a significant influence (directly influencing) the purchasing decision of insurance products in insurance Zurich; Kediri. (2) That promotion mix variables (advertising; sales promotion; personal sales and publicity have a simultaneous influence on purchasing decisions for insurance products in Zurich; Kediri.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - A Santoso
AU  - H Subagyo
AU  - M Arifin
PY  - 2019/11
DA  - 2019/11
TI  - Effect of Promotion Mix on Insurance Product Purchase Decisions Zurich Kediri; Indonesia
BT  - Proceedings of the International Conference on Social Science 2019 (ICSS 2019)
PB  - Atlantis Press
SP  - 1075
EP  - 1080
SN  - 2352-5398
UR  - https://doi.org/10.2991/icss-19.2019.26
DO  - 10.2991/icss-19.2019.26
ID  - Santoso2019/11
ER  -