PENGARUH PERSONAL SELLING, PUBLICITY DAN ADVERTISING TERHADAP PENJUALAN POLIS ASURANSI PADA PT. ASURANSI JIWA ADISARANA WANAARTHA TANJUNGPINANG

Abstract

The results of this study aim to determine the system of personal selling, publicity and advertising of the sale of insurance policies at PT. Life Insurance Adisarana Wanaartha Tanjungpinang. This research is a quantitative research with an instrument in the form of a questionnaire. The sample used in this study was 95 permanent customers in the 2015-1019 period. The data used in this study are primary data obtained through questionnaires. The data collected was tested and analyzed using the SPSS 24 program. The validity test of the instrument used the Bivariate Correlation formula, while the Reliability test used Cronbach Alpha. Valid and reliable measurement instruments for this research instrument. Based on the results of the study note that the results of multiple linear regression test is Y = 4.178 + 0.217 X1 + 0.158 X2 + 0.292 X3. Where Personal Selling (X1), Publicitry (X2) Advertising (X3) and Sales (Y). Partial test results for personal selling, publicity and advertising variables have a significant effect on policy sales. Simultaneous results of personal selling, publicity and advertising variables have a significant effect on insurance policy sales.