Analysis of the Influence of Agents' Credibility Through Digital Media and Digital Promotions on Purchase Decisions Toward Insurance Products
Article Sidebar
Published:
Mar 14, 2024
Keywords:
Communication, Credibility, Purchasing Decisions, Insurance
Main Article Content
Abstract
This research aims to see the influence of interpersonal communication by insurance agents on customers' decisions to purchase products and whether the agent's credibility impacts customers' purchasing decisions regarding insurance service products. This type of research is quantitative. Data collection using questionnaires. The method used in taking this sample was simple random sampling. The sample in this study was 100. The data analysis technique used was multiple regression analysis. The analysis found that interpersonal communication and the credibility of insurance agents significantly influence customers' purchasing decisions when purchasing insurance service products. The study's results also show that the hypothesis proposed in this research has been proven: interpersonal communication and insurance agent credibility significantly influence customer purchasing decisions. Thus, insurance companies need to pay attention to and improve interpersonal communication strategies and strengthen the credibility of insurance agents to enhance customer purchasing decisions and their sales performance.
Article Details
How to Cite
Sudirjo, F., Adhi Pramono, S., Arief, I., Nana Hermana, A., & Sulistya Kusuma Wardhani, A. R. (2024). Analysis of the Influence of Agents’ Credibility Through Digital Media and Digital Promotions on Purchase Decisions Toward Insurance Products. Jurnal Informasi Dan Teknologi, 6(1), 272-277. https://doi.org/10.60083/jidt.v6i1.514
Issue
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
[1] Yosal, M. "Interpersonal Communication," Journal of Communication and Psychology, vol. 5, no. 12. 2020.
[2] Kusumowardani, Tirwan, Ilham Arief, Budi Akhmad Tarigan, & Joko Ariawan. (2023). The Influence Of Social Support, Work Engagement And Organizational Citizenship Behavior On Work Commitment Of Medical Workers. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(6), 2397–2401. https://doi.org/10.35870/jemsi.v9i6.1638
[3] Rachmad, Y. E., & Budiyanto, B. (2022, March). Perception Analysis of Sales Volume on Partner Who Using Three Food Delivery Apps in Surabaya. In International Conference of Business and Social Sciences (pp. 116-122).
[4] Adriant, I., Dewi, N. K., & Lestari, T. M. (2024). Perancangan Sistem Point Of Sales Pada Toko Samiaji Menggunakan VBA (Visual Basic For Application) Macro Excel. Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi, 2(2), 615-634.
[5] Dewi, N. K., Ariffien, A., & Sparingga, E. D. (2023). Model Logistic Service Quality Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan Dengan Menggunakan Metode Stuctural Equation Modelling Pada Kantor POS Kotabumi. Jurnal Informasi dan Teknologi, 204-209.
[6] Fachrudin, D. H., Dewi, N. K., & Novanil, M. R. (2023). Optimalisasi Jumlah Produksi Teh Botol Sosro Dan Fruit Tea Menggunakan Metode Fuzzy Inference System Tsukamoto:(Studi Kasus: PT. Sinar Sosro Palembang). Scientica: Jurnal Ilmiah Sains dan Teknologi, 1(3), 56-68.
[7] Siburian, E., Syafrianita, S., & Dewi, N. K. (2023). Integrasi Model Kano Dan Quality Function Deployment (QFD) Untuk Meningkatkan Kepuasan Pelanggan (Studi kasus: Indah Logistik Cargo Sidikalang) TA. 13.19. 23.04 (Doctoral dissertation, Perpustakaan ULBI).
[8] Mintari, M. S. F., Syafrianita, S., & Dewi, N. K. (2023). Penentuan Rute Terpendek Jalur Penjemputan Barang Kiriman Mitra Korporat PT. Pos KCU Yogyakarta 55000 Menggunakan Metode Ant Colony Optimization (Doctoral dissertation, Perpustakaan ULBI).
[9] Muhayyaroh, N., Siswanto, B. N., & Dewi, N. K. (2023). Perancangan Sistem Penentuan Rute dan Optimasi Biaya Pendistribusian Barang Dengan Metode Saving Matrix Dan Nearest Insertion Berbasis VBA Excel. Jurnal Pabean., 5(2), 146-159.
[10] Dewi, N. K., Pahpahan, H. M., & Purnama, A. W. (2023). Pelatihan Pemilihan Vendor dan Cara Pengemasan Untuk Meningkatkan Daya Saing Eksport Kopi: Kelompok Tani Kopi Kadungora Kabupaten Garut. MERPATI, 4(2), 59-69.
[11] Setiadi, P. K. "Consumer Behavior: Concepts and Implications for Marketing Strategy and Research," Bandung: Prenada Media, 2023.
[12] Rachmad, Y. E. (2022, September). The Influence And Impact of The Money Burning Strategy on The Future of Startups. In Adpebi Science Series, Proceedings of Adpebi International Conference on Management, Education, Social Science, Economics and Technology (AICMEST) (Vol. 1, No. 1).
[13] Tannady, H., Dewi, C. S., & Gilbert. (2024). Exploring Role of Technology Performance Expectancy, Application Effort Expectancy, Perceived Risk and Perceived Cost On Digital Behavioral Intention of GoFood Users. Jurnal Informasi Dan Teknologi, 6(1), 80-85. https://doi.org/10.60083/jidt.v6i1.477
[14] Wayne, F. K., "Organizational Communication Strategy to Improve Company Performance," Bandung : PT Remaja Rosdakarya, 2021.
[15] Sommer E. E, "Risk Management and Insurance, 12th Edition," South Western College Pub: Mason, 2020.
[16] Pieter, A, “Campaign Management third printing,” Bandung: Simbiosa Rekatama Media, 2020.
[17] Rachmad, Y. E. (2022). Social Media Marketing Mediated Changes In Consumer Behavior From E-Commerce To Social Commerce. International Journal of Economics and Management Research, 1(3), 227-242.
[18] Chairunnisa, C., & Kosasih, A. (2019). The Influence of Academic Culture and Task Commitment Toward Lecturers Innovativeness. The Journal of Social Sciences Research, 5(12), 1850-1854.
[19] Sari, Y. Y., & Kosasih, A. (2018). Model Pelibatan Orang Tua Dalam Pendidikan Karakter Di Lembaga Pendidikan Anak Usia Dini. In Prosiding Seminar Nasional Berseri (pp. 394-411).
[20] Kosasih, A. H. M. A. D. (2016). The Influence Of Academic Culture, Task Commitment And The Quality Of Academic Services Toward Lecturers' Innovativeness In STIE Santa Ursula. Jurnal Ilmiah Education Management, 6(2), 1102-1109.
[21] Amaliyah, N., Kosasih, K., El Vitra, R., & Pebriansyah, A. (2023). Descriptive Study of Tracer Study on The Profile of UHAMKA Master of Basic Education Graduates. Devotion Journal of Community Service, 4(2), 642-647.
[22] Arifin, S., Ilyas, H. P., Kosasih, A., & Saswati, R. (2023). Implementasi Task Based Language Teaching Dalam Pelatihanberbicara Dalam Bahasa Inggris Siswa Kelas X. Community Development Journal: Jurnal Pengabdian Masyarakat, 4(4), 8064-8069.
[23] Muljono, H., & Kosasih, A. (2022). Analisis Model Pengembangan Diri Kepala Sekolah: Studi Kasus di SD Muhammadiyah 12 Pamulang, Banten. Jurnal Portofolio: Jurnal Manajemen dan Bisnis, 1(2), 97-103.
[24] Kosasih, A. (2022). The Pelatihan Manajemen Sistem Informasi Di SDN Cijantung 05 PG Jakarta Timur: Ahmad Kosasih, Yessy Yanita Sari, Yulia Suci Rejeki. Multidisiplin Pengabdian Kepada Masyarakat, 1(02), 52–56.
[25] Muljono, H., & Arifin, S. (2021, May). Curriculum Development in the Industrial Revolution Era 4.0. In 1st Annual International Conference on Natural and Social Science Education (ICNSSE 2020) (pp. 128-132). Atlantis Press.
[26] El Khuluqo, I., & Kosasih, A. (2019, November). Success of Management by Objectives (MBO) Extracurricular Programs Based on Participation of School Committees. In Journal of Physics: Conference Series (Vol. 1387, No. 1, p. 012054). IOP Publishing.
[27] Ariawan, J., Tarigan, B. A., Mardiah, A., & Siahaan, F. S. (2023). Analysis of the influence of burnout, job satisfaction and organizational commitment on turnover intention of electronic manufacturer employees in Indonesia. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(5), 2016-2020.
[28] Siahaan, F. S. (2020). Analisis Pengaruh Pemanfaatan Teknologi Informasi dan Budaya Kerja terhadap Kinerja Pegawai dengan Kompetensi Pegawai sebagai Variabel Intervening pada PT Pegadaian (Persero) Kanwil I Medan (Doctoral dissertation, Universitas Sumatera Utara).
[29] Rasyiddin, A., Dharma, B., & Siahaan, F. S. (2022). Perbandingan Keuangan Berdasarkan Teori-Teori Laba Secara Kualitatif. Jurnal Ekonomi, Bisnis Dan Humaniora, 2(1).
[30] Siahaan, F. S., Matondang, R., & Rini, I. Analysis of the Effect of Information Technology Utilization and Work Culture on Employee Performance with Employee Competency as Intervening Variables at PT Pegadaian (Persero) Kanwil I Medan.
[31] Rasyiddin, A., & Siahaan, F. S. (2022). Influence Organizational Culture And Work Motivation On Organizational Commitment Through Job Satisfaction. Journal of Management and Business Innovations, 4(01), 23-31.
[32] Siahaan, F. S., Nawangwulan, I. M., Putra, H. S., Anantadjaya, S. P., & Irdiana, S. (2023). Analysis of The Influence of Brand Image, Digital Marketing and Product Knowledge on Customers Purchase Intention of Banking Products. MALCOM: Indonesian Journal of Machine Learning and Computer Science, 3(2), 199-204.
[33] Syarifuddin, S., Tubagus, S. O., Wandanaya, A. B., Siahaan, F. S., & Arief, I. (2023). The Influence of Perception, Consumer Awareness and Preferences on Consumer Behavior In Consuming Local Fruit In Major Cities In Indonesia. Jurnal Scientia, 12(04), 112-117.
[34] Richard, T. et al, "Introducing Communication Theory: Analysis and Application, 3rd ed," Jakarta: Salemba Humanika, 2021.
[2] Kusumowardani, Tirwan, Ilham Arief, Budi Akhmad Tarigan, & Joko Ariawan. (2023). The Influence Of Social Support, Work Engagement And Organizational Citizenship Behavior On Work Commitment Of Medical Workers. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(6), 2397–2401. https://doi.org/10.35870/jemsi.v9i6.1638
[3] Rachmad, Y. E., & Budiyanto, B. (2022, March). Perception Analysis of Sales Volume on Partner Who Using Three Food Delivery Apps in Surabaya. In International Conference of Business and Social Sciences (pp. 116-122).
[4] Adriant, I., Dewi, N. K., & Lestari, T. M. (2024). Perancangan Sistem Point Of Sales Pada Toko Samiaji Menggunakan VBA (Visual Basic For Application) Macro Excel. Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi, 2(2), 615-634.
[5] Dewi, N. K., Ariffien, A., & Sparingga, E. D. (2023). Model Logistic Service Quality Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan Dengan Menggunakan Metode Stuctural Equation Modelling Pada Kantor POS Kotabumi. Jurnal Informasi dan Teknologi, 204-209.
[6] Fachrudin, D. H., Dewi, N. K., & Novanil, M. R. (2023). Optimalisasi Jumlah Produksi Teh Botol Sosro Dan Fruit Tea Menggunakan Metode Fuzzy Inference System Tsukamoto:(Studi Kasus: PT. Sinar Sosro Palembang). Scientica: Jurnal Ilmiah Sains dan Teknologi, 1(3), 56-68.
[7] Siburian, E., Syafrianita, S., & Dewi, N. K. (2023). Integrasi Model Kano Dan Quality Function Deployment (QFD) Untuk Meningkatkan Kepuasan Pelanggan (Studi kasus: Indah Logistik Cargo Sidikalang) TA. 13.19. 23.04 (Doctoral dissertation, Perpustakaan ULBI).
[8] Mintari, M. S. F., Syafrianita, S., & Dewi, N. K. (2023). Penentuan Rute Terpendek Jalur Penjemputan Barang Kiriman Mitra Korporat PT. Pos KCU Yogyakarta 55000 Menggunakan Metode Ant Colony Optimization (Doctoral dissertation, Perpustakaan ULBI).
[9] Muhayyaroh, N., Siswanto, B. N., & Dewi, N. K. (2023). Perancangan Sistem Penentuan Rute dan Optimasi Biaya Pendistribusian Barang Dengan Metode Saving Matrix Dan Nearest Insertion Berbasis VBA Excel. Jurnal Pabean., 5(2), 146-159.
[10] Dewi, N. K., Pahpahan, H. M., & Purnama, A. W. (2023). Pelatihan Pemilihan Vendor dan Cara Pengemasan Untuk Meningkatkan Daya Saing Eksport Kopi: Kelompok Tani Kopi Kadungora Kabupaten Garut. MERPATI, 4(2), 59-69.
[11] Setiadi, P. K. "Consumer Behavior: Concepts and Implications for Marketing Strategy and Research," Bandung: Prenada Media, 2023.
[12] Rachmad, Y. E. (2022, September). The Influence And Impact of The Money Burning Strategy on The Future of Startups. In Adpebi Science Series, Proceedings of Adpebi International Conference on Management, Education, Social Science, Economics and Technology (AICMEST) (Vol. 1, No. 1).
[13] Tannady, H., Dewi, C. S., & Gilbert. (2024). Exploring Role of Technology Performance Expectancy, Application Effort Expectancy, Perceived Risk and Perceived Cost On Digital Behavioral Intention of GoFood Users. Jurnal Informasi Dan Teknologi, 6(1), 80-85. https://doi.org/10.60083/jidt.v6i1.477
[14] Wayne, F. K., "Organizational Communication Strategy to Improve Company Performance," Bandung : PT Remaja Rosdakarya, 2021.
[15] Sommer E. E, "Risk Management and Insurance, 12th Edition," South Western College Pub: Mason, 2020.
[16] Pieter, A, “Campaign Management third printing,” Bandung: Simbiosa Rekatama Media, 2020.
[17] Rachmad, Y. E. (2022). Social Media Marketing Mediated Changes In Consumer Behavior From E-Commerce To Social Commerce. International Journal of Economics and Management Research, 1(3), 227-242.
[18] Chairunnisa, C., & Kosasih, A. (2019). The Influence of Academic Culture and Task Commitment Toward Lecturers Innovativeness. The Journal of Social Sciences Research, 5(12), 1850-1854.
[19] Sari, Y. Y., & Kosasih, A. (2018). Model Pelibatan Orang Tua Dalam Pendidikan Karakter Di Lembaga Pendidikan Anak Usia Dini. In Prosiding Seminar Nasional Berseri (pp. 394-411).
[20] Kosasih, A. H. M. A. D. (2016). The Influence Of Academic Culture, Task Commitment And The Quality Of Academic Services Toward Lecturers' Innovativeness In STIE Santa Ursula. Jurnal Ilmiah Education Management, 6(2), 1102-1109.
[21] Amaliyah, N., Kosasih, K., El Vitra, R., & Pebriansyah, A. (2023). Descriptive Study of Tracer Study on The Profile of UHAMKA Master of Basic Education Graduates. Devotion Journal of Community Service, 4(2), 642-647.
[22] Arifin, S., Ilyas, H. P., Kosasih, A., & Saswati, R. (2023). Implementasi Task Based Language Teaching Dalam Pelatihanberbicara Dalam Bahasa Inggris Siswa Kelas X. Community Development Journal: Jurnal Pengabdian Masyarakat, 4(4), 8064-8069.
[23] Muljono, H., & Kosasih, A. (2022). Analisis Model Pengembangan Diri Kepala Sekolah: Studi Kasus di SD Muhammadiyah 12 Pamulang, Banten. Jurnal Portofolio: Jurnal Manajemen dan Bisnis, 1(2), 97-103.
[24] Kosasih, A. (2022). The Pelatihan Manajemen Sistem Informasi Di SDN Cijantung 05 PG Jakarta Timur: Ahmad Kosasih, Yessy Yanita Sari, Yulia Suci Rejeki. Multidisiplin Pengabdian Kepada Masyarakat, 1(02), 52–56.
[25] Muljono, H., & Arifin, S. (2021, May). Curriculum Development in the Industrial Revolution Era 4.0. In 1st Annual International Conference on Natural and Social Science Education (ICNSSE 2020) (pp. 128-132). Atlantis Press.
[26] El Khuluqo, I., & Kosasih, A. (2019, November). Success of Management by Objectives (MBO) Extracurricular Programs Based on Participation of School Committees. In Journal of Physics: Conference Series (Vol. 1387, No. 1, p. 012054). IOP Publishing.
[27] Ariawan, J., Tarigan, B. A., Mardiah, A., & Siahaan, F. S. (2023). Analysis of the influence of burnout, job satisfaction and organizational commitment on turnover intention of electronic manufacturer employees in Indonesia. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(5), 2016-2020.
[28] Siahaan, F. S. (2020). Analisis Pengaruh Pemanfaatan Teknologi Informasi dan Budaya Kerja terhadap Kinerja Pegawai dengan Kompetensi Pegawai sebagai Variabel Intervening pada PT Pegadaian (Persero) Kanwil I Medan (Doctoral dissertation, Universitas Sumatera Utara).
[29] Rasyiddin, A., Dharma, B., & Siahaan, F. S. (2022). Perbandingan Keuangan Berdasarkan Teori-Teori Laba Secara Kualitatif. Jurnal Ekonomi, Bisnis Dan Humaniora, 2(1).
[30] Siahaan, F. S., Matondang, R., & Rini, I. Analysis of the Effect of Information Technology Utilization and Work Culture on Employee Performance with Employee Competency as Intervening Variables at PT Pegadaian (Persero) Kanwil I Medan.
[31] Rasyiddin, A., & Siahaan, F. S. (2022). Influence Organizational Culture And Work Motivation On Organizational Commitment Through Job Satisfaction. Journal of Management and Business Innovations, 4(01), 23-31.
[32] Siahaan, F. S., Nawangwulan, I. M., Putra, H. S., Anantadjaya, S. P., & Irdiana, S. (2023). Analysis of The Influence of Brand Image, Digital Marketing and Product Knowledge on Customers Purchase Intention of Banking Products. MALCOM: Indonesian Journal of Machine Learning and Computer Science, 3(2), 199-204.
[33] Syarifuddin, S., Tubagus, S. O., Wandanaya, A. B., Siahaan, F. S., & Arief, I. (2023). The Influence of Perception, Consumer Awareness and Preferences on Consumer Behavior In Consuming Local Fruit In Major Cities In Indonesia. Jurnal Scientia, 12(04), 112-117.
[34] Richard, T. et al, "Introducing Communication Theory: Analysis and Application, 3rd ed," Jakarta: Salemba Humanika, 2021.