PENGARUH PERSONAL SELLING DAN ADVERTISING TERHADAP PENJUALAN POLIS ASURANSI (STUDI PADA BUMIDA CABANG MEDAN) Article Swipe

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Sri Putri Wahyundari , Yusrizal Yusrizal , Nurwani Nurwani ·

YOU? · · 2024 · Open Access · · DOI: https://doi.org/10.61896/jibi.v2i1.65

ABSTRAK Penelitian ini bertujuan untuk mengetahui Pengaruh Personal Selling dan Advertising terdahap Penjualan Polis Asurani khususnya pada Bumida Cabang Medan. Penelitian ini menggunakan metode penelitian kuantitatif dengan pendekatan asosiatif. Teknik pengumpulan data dengan menggunakan kuisioner. serta populasi dan sampel dalam penelitian ini sebanyak 50 orang responden tenaga penjual pada perusahaan asuransi Bumida Cabang Medan dengan menggunakan teknik sampling jenuh. Data dianalisis dengan metode regresi linear berganda. Hasil penelitian berdasarkan dari hipotesis uji parsial menunjukkan bahwa variabel Personal Selling berpengaruh positif dan signifikan terhadap Penjualan Polis Asuransi dengan nilai 4,721 > 2,013. Sedangkan variabel Advertising berpengaruh positif terhadap Penjualan Polis Asuransi dengan nilai 3,615 > 2,013. Hasil penelitian hipotesis uji simultan menunjukkan bahwa Personal Selling dan Advertising berpengaruh signifikan terhadap Penjualan Polis Asuransi dengan nilai fhitung sebesar 33,710 > ftabel 2,80 dan nilai signifikan 0,000 < 0,05. Kata Kunci: Personal Selling, Advertising, Penjualan Polis Asuransi ABSTRACT This study aims to determine the effect of Personal Selling and Advertising on Asurani Policy Sales, especially at Bumida Medan Branch. This study uses quantitative research methods with an associative approach. Data collection techniques using questionnaires. and the population and sample in this study were 50 salesperson respondents at the Medan Branch of the Bumida insurance company using saturated sampling techniques. The data were analyzed using multiple linear regression methods. The results of the study based on the partial test hypothesis show that the Personal Selling variable has a positive and significant effect on Insurance Policy Sales with a value of 4.721> 2.013. While the Advertising variable has a positive effect on Insurance Policy Sales with a value of 3.615> 2.013. The results of the simultaneous test hypothesis research show that Personal Selling and Advertising have a significant effect on Insurance Policy Sales with a fcount value of 33.710> ftabel 2.80 and a significant value of 0.000 <0.05. Keywords: Personal Selling, Advertising, Insurance Policy Sales

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Personal selling Business Business administration Marketing Sales promotion Sales management

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Landing Page: http://doi.org/10.61896/jibi.v2i1.65
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OpenAlex ID: https://openalex.org/W4402931765

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DOI: https://doi.org/10.61896/jibi.v2i1.65

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Title: PENGARUH PERSONAL SELLING DAN ADVERTISING TERHADAP PENJUALAN POLIS ASURANSI (STUDI PADA BUMIDA CABANG MEDAN)

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Publication year: 2024

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Publication date: 2024-09-27

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Authors: Sri Putri Wahyundari, Yusrizal Yusrizal, Nurwani Nurwani

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Landing page: https://doi.org/10.61896/jibi.v2i1.65

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Concepts: Personal selling, Business, Business administration, Marketing, Sales promotion, Sales management

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