THE INFLUENCE OF DIGITAL MARKETING AND PRODUCT ATTRIBUTES ON BRAND IMAGE AND THEIR IMPACT ON THE PURCHASE DECISION OF MOTOR VEHICLE INSURANCE PRODUCTS IN SERANG CITY

Abstract

Consumer purchasing decisions become an important factor in determining the existence of a company. Departing from the increase in numbers, and with various risks of accidents that will make the competition of insurance companies even higher. The purpose of this study is to analyze the factors that influence purchasing decisions for motor vehicle insurance products. The method used in this study uses the SEM (Structural Equation Modeling) method. The data analysis technique uses variance-based structural equation modeling (VB-SEM) through Smart PLS 3 (Partial Least Square) programs and activities. The sampling technique used was purposive sampling. The number of samples can be determined by approximate estimates according to Haire's opinion, so that based on the calculation of the number of samples to be taken as many as 140 people who have motorized vehicles in Serang City. The data sources in this study used primary data in the form of surveys with questionnaire instruments and secondary data sources in the form of documentation studies with observation sheet instruments. The results of the outer model test show that all indicators used are valid because they have a loading factor value > 0.70. The conclusion from the results of hypothesis testing is that 4 hypotheses are accepted and 3 hypotheses are rejected.