The Influence of Personal Selling and Social Media Marketing on Purchase Behavior Mediated by Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty at PT. Asuransi Bangun Askrida Bandung Branch

Abstract

The marketing landscape has shifted from traditional to digital approaches, requiring companies to adapt strategies to remain competitive. Askrida, using both personal selling and social media marketing, seeks to boost general insurance production and maintain market share. However, despite these efforts, Askrida lags behind its five main competitors in profit, and general insurance sales remain inadequate, with increasing customer complaints. This study aims to evaluate how personal selling and social media marketing influence consumer behavior at Askrida through brand awareness, brand association, perceived quality, and brand loyalty. Using a quantitative approach, this research collected primary and secondary data through Google Forms questionnaires distributed to 416 non-corporate customers of Askrida Bandung Branch. The sampling method employed was purposive sampling, and data analysis was conducted using SEM-PLS (Partial Least Squares) via SmartPLS software. The findings indicate that both personal selling and social media marketing significantly affect brand awareness, brand association, perceived quality, and brand loyalty. Personal selling impacts purchasing behavior through these mediating variables, though brand awareness itself does not directly influence purchasing behavior. Conversely, social media marketing affects purchasing behavior through brand awareness, brand association, perceived quality, and brand loyalty. Recommendations for Askrida's Marketing Team include enhancing personal selling by improving product information quality through additional training for sales staff and using interactive training materials. For social media marketing, it is advised to update content with relevant and engaging information. Increasing brand visibility and consistency in marketing campaigns, creatively strengthening brand associations, enhancing quality perception through customer testimonials and unique product features, and implementing loyalty programs are crucial strategies for Askrida to bolster market position and consumer loyalty. This study also notes that the findings may not be generalized to all digital marketing activities and suggests further research with additional variables and a more in-depth evaluation of effectiveness.