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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
