PENGARUH PERSONAL SELLING, ADVERTISING DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN POLIS ASURANSI (Studi Pada Asuransi AXA Mandiri Insurance)

This research was conducted at AXA Mandiri Insurance Surabaya. The purpose of this study was to determine and analyze the effect of personal selling, advertising and service quality on purchasing decisions insurance policy (study on insurance customers of AXA Mandiri Insurance Surabaya). The population in this study are all AXA Mandiri Insurance customers who actively use insurance. The sample in this study was 100 respondents. The technique used is accidental sampling and research time was in 2022. Data collection techniques in this study using a questionnaire. The analysis tool uses SPSS. Based on the test results and analysis of this study concluded that the variables of personal selling, advertising and service quality have a positive and significant effect on purchasing decisions