The Influence of Marketing Mix on ABC Life Insurance Purchase Decisions in Semarang

Abstract

This research analyzes the marketing mix of purchasing decisions from ABC Life Insurance customers in Semarang. The aim of this research is to prove and analyze the influence of the marketing mix on purchasing decisions from ABC Life Insurance customers in Semarang. This research uses a random sampling method which is carried out by distributing questionnaires to ABC Life Insurance customers in Semarang and processed using the IBM SPSS 25 program. The results of data analysis show that product, price, people, physical evidence do not have a significant influence on purchasing decisions. Meanwhile, place, promotion and process have a significant positive effect on purchasing decisions. These results indicate the need for regular reviews of marketing mix management which must be considered and implemented better for the sustainability of ABC's life insurance business in Semarang, both in the short and long term.