Publication Search

The rapid development of globalization has significantly increased the utilization of technology and information, particularly in various organizational activities. This advancement impacts how organizations manage human resources to achieve optimal performance. This study aims to analyze the influence of work quality, team support, and organizational culture on the performance of employees at the Ponorogo Tourism Office. The research adopts a quantitative approach with a case study design. The population in this study comprises employees of the Ponorogo Tourism Office who hold civil servant status. Using a nonprobability sampling technique, a total of 42 respondents were selected as the research sample. Data collection was conducted through questionnaires, while data analysis employed multiple linear regression using the SPSS 25 program. The results of the partial (t-test) analysis show that work quality (p = 0.011), team support (p = 0.003), and organizational culture (p = 0.010) each have a positive and significant effect on employee performance. These findings indicate that employees who demonstrate high work quality, receive adequate support from their teams, and operate within a strong and positive organizational culture are more likely to exhibit better work performance. The research highlights the importance of maintaining high work standards, fostering collaboration among team members, and strengthening cultural values within the organization to improve employee performance outcomes. Practical implications suggest that the Ponorogo Tourism Office should focus on continuous professional development, effective teamwork strategies, and reinforcing organizational values to enhance productivity and service quality. This study contributes to the broader understanding of human resource management in the public sector, particularly within the tourism department, and serves as a reference for similar agencies seeking to optimize employee performance through organizational and interpersonal factors.

This analysis aims to evaluate the influence of Islamic Work Ethic and Task Load Level on Employee Productivity and Job Satisfaction at Kendal Islamic Hospital. Islamic Work Ethic in this study is measured through five main dimensions, namely siddiq (integrity), istiqamah (steadfastness), fathanah (intellectual intelligence), amanah (reliability), and tabligh (communication capacity). Meanwhile, Task Load Level is understood as work pressure reflected by three main indicators, namely physical fatigue, emotional fatigue, and psychological fatigue. This study uses a quantitative approach with an explanatory research design to test the causal relationship between variables. Primary data were collected through the distribution of structured questionnaires to hospital employees using probability sampling techniques, so that respondent representation is more assured. Data analysis was carried out using multiple linear regression through SPSS software, to determine the level of direct and indirect influence between variables. The results of the study indicate that Islamic Work Ethic has a positive and significant influence on Employee Job Satisfaction and Productivity, indicating that the application of Islamic values in work ethic can encourage motivation, loyalty, and performance. Conversely, the Level of Task Load has a significant negative effect on Job Satisfaction, indicating that excessive workload can reduce satisfaction, although it is not proven to have a significant impact on Employee Productivity. Furthermore, Job Satisfaction is proven to have a positive and significant influence on Employee Productivity, so it can play a role as an important mediating variable in the relationship between work ethic and performance. This study provides a theoretical contribution to the development of human resource management concepts based on Islamic values, while also offering practical recommendations for hospital managers to strengthen Islamic work ethic and manage workload proportionally to improve employee welfare and performance.  

PT Pagi Ceria Indonesia is one of the companies engaged in Gardening and Services to serve landscape needs. In managing human resources, PT Pagi Ceria Indonesia needs to pay attention to training and development of each employee in order to produce quality employees and superior performance.. This study aims to determine the effect of training and development of human resources on the performance of employees of PT Pagi Ceria Indonesia in Lenteng Agung Barat. The research method used is a quantitative method with data collection using total sampling or non-probability sampling. A total of 50 respondents were sampled and the data obtained using SPSS 23 software with multiple linear regression analysis techniques including instrument testing, partial and simultaneous hypothesis testing. The results of the Training Variable (X1) research have a significant effect on Employee Performance, with a calculated t value of 3.275 > t table 2.013 and a significance value of 0.002 < 0.05. The results of the Human Resource Development Variable (X2) also have a significant effect on Employee Performance, with a calculated t value of 3.944 > 2.013 and a significance value of 0.000 < 0.05 and the results of the F test (simultaneous), with calculated F = 57.916 > F table = 3.20 and Sig. = 0.000 < 0.05 shows that Training and Human Resource Development together have a significant effect on Employee Performance at PT Pagi Ceria Indonesia.

This study aims to examine the influence of motivation, work enthusiasm, and work discipline on the performance of employees at PT. Pos Indonesia (Persero), Kediri Branch Office. A quantitative research approach was employed with a total population of 64 respondents. The sampling technique applied was saturated sampling, resulting in all 64 members of the population being used as the research sample. Data analysis was conducted using SPSS 25.0. The research process included validity and reliability assessments, classical assumption evaluations, multiple linear regression analysis, partial testing (t-test), simultaneous testing (F-test), and calculation of the coefficient of determination (R²). The results reveal that, individually, motivation, work enthusiasm, and work discipline each have a significant impact on employee performance. Moreover, when considered together, these three factors also exert a significant influence on employee performance.

This study aims to determine the role of brand awareness, brand image, and brand trust in building brand loyalty among users of Samsung smartphones. The data source used in this study is primary data collected through questionnaires. The research population consists of consumers who use Samsung smartphones in West Nias Regency. A survey method was employed, with a sample size of 100 respondents who are Samsung users. The sampling technique applied was non-probability sampling, specifically using purposive sampling, and the sample size was determined using the Lameshow formula, with 100 respondents selected. The data analysis was conducted using SPSS version 22 software. The results of this study indicate that brand awareness, brand image, and brand trust all have a positive and significant impact on brand loyalty. Among these factors, brand trust emerged as the most influential element in fostering brand loyalty. This highlights the importance of trust in maintaining long-term customer relationships and ensuring that consumers remain committed to the Samsung brand. Brand trust can be built through consistent product quality, transparent communication, and delivering on promises made to customers. Additionally, brand awareness and brand image are also critical in influencing consumer perception and encouraging repurchase behavior. High brand awareness ensures that consumers recognize the brand, while a strong brand image fosters positive associations with the brand. Companies should focus on enhancing these three aspects in order to build stronger customer loyalty. The results of this study can serve as valuable insights for businesses, particularly in the smartphone industry, to improve their customer retention strategies by strengthening brand loyalty through effective brand management practices.  

This study explores the influence of digital marketing, service quality, and product innovation on customer satisfaction among Skintific skincare consumers on TikTok Shop. Employing a quantitative, explanatory research design, the study used purposive sampling to collect 200 valid responses from consumers who had purchased Skintific products via TikTok Shop. Data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS, preceded by validity, reliability, and classical assumption tests. The results revealed that product innovation had the most significant impact on customer satisfaction (β = 0.589, p < 0.001), followed by service quality (β = 0.343, p < 0.001). However, digital marketing did not have a significant direct effect on customer satisfaction (β = 0.019, p = 0.746). The model explained 86.9% of the variance in customer satisfaction (R² = 0.869), indicating strong combined effects from the three factors. These findings suggest that post-purchase factors, particularly product innovation and service quality, are more decisive in influencing customer satisfaction than promotional efforts alone. Managerial implications highlight the importance of continuous product development, enhancing service responsiveness and reliability, and integrating digital marketing with value delivery to optimize customer satisfaction. The study contributes to social commerce literature by clarifying the distinct roles of marketing, service quality, and innovation in the context of TikTok Shop, providing both theoretical insights and practical guidance for brand strategy in social commerce platforms. This research adds to the understanding of how businesses can strategically leverage product innovation and service excellence to enhance consumer satisfaction and foster long-term customer loyalty in the competitive social commerce landscape.

This study aims to examine the influence of perceptions of security and lifestyle on the interest of Sriwijaya State Polytechnic students in using mobile banking services. The rapid development of digital technology has brought significant changes in various aspects of life, including the banking sector. Mobile banking is now one of the main choices for people because it offers convenience, flexibility, and time efficiency in conducting financial transactions. However, the level of adoption of this service is not solely determined by the availability of technology, but also by the extent to which users feel the system is secure and fits their lifestyle. This study used a quantitative approach with a survey method. Data were collected from 100 respondents who were students of Sriwijaya State Polytechnic through an incidental sampling technique. Data analysis was performed using multiple linear regression with the help of SPSS software version 26.0. The independent variables in this study were perceptions of security and lifestyle, while the dependent variable was interest in using mobile banking. The results showed that both perceptions of security and lifestyle have a significant influence on students' interest in using mobile banking, both partially and simultaneously. Together, these two variables contributed 63.3% to the variation in interest in using mobile banking. This indicates that the higher students' perceptions of service security and the more relevant the service is to their lifestyle, the greater their tendency to actively use mobile banking. This finding is important for banks in formulating strategies to increase mobile banking adoption, especially among students, a potential digital generation.

This study aims to analyze the influence of auditor experience and professionalism on the ability to detect audit conditions in Public Accounting Firms (KAP) in South Jakarta. The background of this study is based on the important role of auditors in ensuring the integrity of financial statements and preventing financial practices that can harm various parties, including investors, shareholders, and regulators. In an increasingly complex business world, layout practices are increasingly difficult to detect without adequate professional skills. Therefore, factors such as auditor experience and professionalism are crucial in supporting audit quality. This study used a survey method with a questionnaire instrument distributed to auditors working at several KAPs in the study area. The collected data were analyzed using Statistical Package for the Social Sciences (SPSS) software to test the proposed hypotheses. The results showed that auditor experience significantly influenced the ability to detect audit conditions, indicating that the greater the auditor's work experience, the sharper their ability to identify indications of conditions. In addition, auditor professionalism was also proven to have a positive effect on the detection of audit conditions. Aspects such as responsibility, objectivity, competence, and commitment to professional ethics are important foundations for an effective and independent audit process. These findings indicate that integrity, responsibility, and adherence to professional standards are important factors supporting audit effectiveness. This research is expected to serve as a reference for public accounting firms (KAPs) in improving audit quality through competency development, ongoing training, and upholding auditor professional ethics in the workplace. This study also recommends the need for ongoing training to increase auditor sensitivity to increasingly complex conditions.

This study aims to analyze the influence of E-Promotion through Instagram, Google Maps Rating, and payment methods on iPhone purchasing decisions at Ibgadgetstore Purwokerto. The background of this study is based on the importance of digital marketing strategies and the ease of payment systems in influencing consumer behavior in the modern era. Along with the development of technology, consumers increasingly rely on social media and digital platforms to search for information before making a purchase. Therefore, companies are required to be able to utilize digital promotional media optimally, provide flexible payment systems, and maintain reputations through online reviews. The research method used is a quantitative approach with a survey technique. Data were collected by distributing questionnaires to consumers who have made transactions at Ibgadgetstore. The number of samples was set at 111 respondents using a non-probability sampling technique. The collected data were then analyzed using multiple linear regression methods using SPSS software, so that an overview of the influence of each independent variable on purchasing decisions was obtained. The results showed that the three independent variables, namely E-Promotion, Google Maps Rating, and payment methods, had a positive and significant effect both partially and simultaneously. E-Promotion through Instagram was proven to increase consumer purchasing interest by presenting interactive, interesting, and informative promotional content. Google Maps ratings strengthen consumer trust in stores through positive reviews and transparent digital ratings. Meanwhile, diverse, secure, and flexible payment methods can encourage consumers to make faster purchasing decisions because they perceive the transaction process as easier. Thus, this study confirms that digital marketing strategies, online reputation, and payment convenience play a significant role in influencing consumer purchasing decisions.

This study aims to analyze the influence of Personal Branding, Perceived Value, and Product Quality on consumer purchasing decisions for Carolline Crafty Crochet home industry knitting craft products. The background of this study is based on the increasing competition in the handicraft business, so that business owners are required to be able to build a strong personal image, provide perceived value to consumers, and maintain product quality to increase purchasing attractiveness. The data source used is primary data obtained through distributing questionnaires to respondents. The population of this study were consumers who had purchased Carolline Crafty Crochet products both offline and online. The sampling technique used a nonprobability sampling method with a purposive sampling approach. The calculation of the number of samples used the Lemeshow formula and obtained 96 respondents who met the research criteria. Data analysis was carried out with the help of SPSS version 27 software through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and partial and simultaneous hypothesis testing. The results showed that the variables Personal Branding, Perceived Value, and Product Quality had a positive and significant effect on consumer purchasing decisions. This indicates that the stronger the business owner's personal branding, the higher the perceived value felt by consumers, and the better the quality of the products offered, the greater the likelihood of consumers making purchasing decisions. These findings provide practical implications for small and medium enterprises (SMEs), particularly in the handicraft industry, that marketing strategies based on personal branding, increasing perceived value, and controlling product quality need to be optimized to increase consumer loyalty and purchasing interest. Thus, this study emphasizes the importance of integrating aspects of personal branding, perceived value, and product quality in shaping purchasing decisions, which can serve as a reference for developing sustainable business strategies in today's competitive era.

The Dividend Payout Ratio (DPR) changes in food and beverage companies listed on the Indonesia Stock Exchange between 2019 and 2023, which reflect shifts in dividend policy, are what spurred this study.  Dividend policy is important since it helps to win over investors.  Nonetheless, management frequently has to decide whether to pay dividends or keep profits for investments.  Finding out how management ownership, profitability, leverage, and business size affect dividend policy in food and beverage companies listed on the Indonesia Stock Exchange is the aim of this study. This study is classified as a quantitative causality study.  50 food and beverage firms made up the sample, which was selected using a purposive sampling technique.  The SPSS version 25 multiple linear regression software was used to examine these data.  This study demonstrates that the dividend policy of companies in the food and beverage sector listed on the Indonesia Stock Exchange is influenced, in part, by management ownership, profitability, leverage, and company size.  Conversely, the dividend policy of companies in the food and beverage sector listed on the Indonesia Stock Exchange is influenced by management ownership, profitability, leverage, and company size.

The rapid development of digital technology has significantly transformed consumer behavior, making online applications the primary channel for interaction and transactions. These applications provide convenience for consumers to access various products and services quickly and efficiently. In this context, the quality of service provided, along with the rating and reviews shared online, plays a crucial role in influencing purchasing decisions. For instance, the Fore Coffee app allows consumers to leave reviews and ratings, which can influence other consumers in selecting the desired products or services. These factors are essential in increasing customers' purchase intention, as consumers tend to rely on the experiences of others as references when making decisions. This study uses a quantitative approach by distributing questionnaires to consumers of the Fore Coffee app in West Surabaya. The study aims to determine the extent to which service quality, ratings, and reviews affect consumers' purchase intentions. The data collected were then processed using SPSS version 20 to conduct validity tests, reliability tests, multiple linear regression, and t-tests. Validity and reliability tests were conducted to ensure that the instruments used in this research accurately and consistently measure the relevant variables. Multiple linear regression was used to analyze the relationship between the independent variables (service quality, ratings, and reviews) and the dependent variable (purchase intention). Meanwhile, t-tests were used to examine the significant impact of each variable on purchase intention. The findings of this study can provide valuable insights for Fore Coffee in formulating more effective marketing strategies. The results indicate that service quality, ratings, and reviews significantly influence consumers' purchase intentions. With this understanding, Fore Coffee can improve the customer experience and strengthen its competitive position in an increasingly competitive market.

This research is motivated by the phenomenon of declining compliance levels of motor vehicle taxpayers in Kediri Regency in the last five years, despite the provision of various modernization services. Motor vehicle tax itself is one of the main sources of regional revenue that is very important in supporting development and financing public services. This study aims to determine the effect of income levels, taxpayer awareness, and modernization of the tax administration system on motor vehicle taxpayer compliance in Kediri Regency in 2024. The research method used is quantitative with a causality approach. The population in this study were all motor vehicle taxpayers in Kediri Regency, with a sample of 100 respondents selected using probability sampling methods and simple random sampling techniques. Data analysis was performed using multiple linear regression with the help of the IBM SPSS Statistics program version 30. The results of the study indicate that partially, the variables of income level and taxpayer awareness have a significant effect on motor vehicle taxpayer compliance, while the modernization of the tax administration system has no significant effect. However, simultaneously, all three variables have a significant effect on motor vehicle taxpayer compliance. These findings demonstrate the importance of increasing awareness and community economic empowerment in encouraging tax compliance. Based on these findings, it is recommended that local governments and relevant agencies improve tax education and maximize the use of modern tax services to encourage higher public compliance. Furthermore, the results of this study indicate that despite the implementation of modernized tax administration systems, non-technical factors such as income level and taxpayer awareness still have a greater influence on motor vehicle taxpayer compliance. This suggests that improved technology and administrative systems alone are not sufficient to significantly improve tax compliance.

This study aims to examine the influence of financial literacy, financial technology, and financial behavior on investment decisions among students at the Universitas Persatuan Guru Republik Indonesia Semarang. The data used in this study is primary data, obtained through the distribution of questionnaires via Google Forms to students at the Universitas Persatuan Guru Republik Indonesia Semarang. The population of this study consists of students from the university, and the sampling technique used is probability sampling with purposive sampling. The sample was determined using the Slovin formula with a margin of error of 10%. The analysis tool used in this study is SPSS 26 to process and analyze the data. This study tests three hypotheses: H1, which states that financial literacy does not significantly affect investment decisions, H2, which states that financial technology does not significantly affect investment decisions, and H3, which states that financial behavior significantly affects investment decisions. The results of the study indicate that H1 is accepted, meaning that financial literacy does not significantly influence investment decisions. On H2, the results also show that financial technology does not significantly affect investment decisions. However, for H3, the results show that financial behavior significantly influences investment decisions. Therefore, it can be concluded that while financial literacy and financial technology do not have a significant impact on students' investment decisions, financial behavior plays a more dominant role in influencing their investment decisions. This study provides valuable insights for universities and other educational institutions to focus more on improving students' financial behavior as a strategic step in enhancing the quality of investment decisions

This study aims to analyze the factors that influence students' learning motivation in the Lathe Engineering subject in class XI of the Department of Machining Engineering at SMK Negeri 1 Padang. Several variables studied include learning interest, ideals, friendship environment, and family environment, each of which acts as an independent variable, while learning motivation functions as a dependent variable. The method used in this study is quantitative with a correlational approach, where the research sample consisted of 51 students selected using a saturated sampling technique, namely sampling that covers the entire population in the class. The instrument used in this study was a questionnaire with a Likert scale that has been tested for validity and reliability to ensure that the measuring instrument used is able to extract accurate and consistent data. The data obtained were then analyzed using multiple linear regression techniques with the help of SPSS version 26 to determine the effect of each variable on student learning motivation. The results of the study indicate that partially, learning interest and friendship environment have a significant influence on student learning motivation. Students who have a high interest in the Lathe Engineering subject tend to have better learning motivation, and positive relationships with their friends also increase their enthusiasm for learning. In contrast, the variables of ideals and family environment did not show a significant influence on students' learning motivation in the context of this study. Although ideals and family support are often considered important factors in education, the results of this study indicate that external factors such as friendships are more dominant in influencing students' learning motivation. Simultaneously, all four variables significantly influenced students' learning motivation, with the friendship environment being the most dominant factor.

This study aims to determine and analyze the influence of product development, service quality, and pricing on sales volume at PT Indoqurma Sejahtera, East Jakarta. The background of this study is based on increasingly fierce business competition, especially in the trading industry, so companies need to identify factors that influence sales volume. This study uses a quantitative approach with data collection techniques through distributing questionnaires to 50 employees directly involved in marketing and sales activities, using a saturated sampling technique. The research instrument was tested for validity and reliability before use. Data analysis was carried out using multiple linear regression using SPSS software version 19, which includes the classical assumption test, t-test, F-test, and coefficient of determination. The results show that the variables of product development and service quality do not have a significant influence on sales volume. This indicates that the company's product development efforts have not been fully able to increase market appeal or have not been in accordance with consumer needs. Similarly, the implemented improvements in service quality have not had a significant impact on increasing sales volume. In contrast, pricing has been shown to have a significant influence on sales volume. These findings indicate that consumers in PT Indoqurma Sejahtera's target market are highly price-sensitive, thus a competitive pricing strategy can be a key factor in driving sales. Based on these results, managerial implications include the need to reevaluate product development strategies and improve service quality to be more relevant to consumer needs and preferences. Furthermore, the company is advised to maintain and optimize its competitive pricing strategy to increase competitiveness and expand market share.  

This study aims to determine audience perceptions of the Instagram Reels advertisement content of Wardah Matte Lip Cream "Tasya Farasya Approved" edition. This advertisement is the result of a collaboration between the local cosmetics brand Wardah and the famous beauty influencer Tasya Farasya. This phenomenon is interesting to study considering the trend of influencer-based marketing is increasingly dominant in beauty product promotion strategies, especially in building emotional closeness with consumers and maintaining loyalty to local brands. Consumer perception is an important aspect because it will influence purchasing interest, brand image, and future purchasing decisions. This study uses the perception theory from Jalaludin Rakhmat (2015) which explains that perception is a person's experience of an object or phenomenon obtained through the process of processing, interpreting, and drawing conclusions from the information received. Based on this theory, this study adopted a quantitative descriptive approach. Data were collected by distributing questionnaires to 100 respondents who are followers of Wardah's official Instagram account. Respondents were selected using purposive sampling to ensure the relevance of the data to the research focus. Descriptive data analysis was conducted using SPSS software to identify audience perception patterns regarding advertising content elements, such as visual appeal, message relevance, influencer credibility, and the product image's alignment with Wardah's brand image. This analysis is expected to reveal the extent to which brand and beauty influencer collaborations can create positive perceptions in consumers' minds. The research findings are expected to contribute to the development of digital marketing strategies in the cosmetics industry, particularly in utilizing influencer marketing effectively. Furthermore, the findings of this study can serve as a reference for other local brands in designing promotional campaigns that are relevant, engaging, and aligned with the characteristics of their target audience on social media.

This study aims to determine the effect of pricing, sales promotions, and stock availability on sales volume at H&G Collection. In an era of increasingly fierce business competition, companies need to manage marketing strategies effectively to maintain and increase sales. Appropriate pricing can influence product appeal to consumers, planned sales promotions can increase purchasing interest, while maintained stock availability ensures that consumer demand is met without interruption. This study used a quantitative approach with primary data sources obtained through questionnaires. The population in this study was all H&G Collection employees in the marketing, finance, and general administration divisions. The sampling technique used a saturated or census sampling method, where all members of the population were sampled. The number of respondents involved in this study was 37. The research instruments were tested for validity and reliability before being used in data collection. The data obtained were analyzed using SPSS version 19 software. The analysis methods included classical assumption tests, multiple linear regression analysis, t-tests, and F-tests to determine partial and simultaneous effects between variables. The results of the study indicate that the three independent variables, namely pricing (X₁), sales promotion (X₂), and stock availability (X₃), have a significant effect on the dependent variable, namely sales volume (Y). This proves that the right pricing strategy, effective promotions, and optimal inventory management can significantly increase sales volume. This finding implies that H&G Collection management needs to maintain and even improve the quality of the implementation of these three variables in an integrated manner to support sales growth and the company's competitiveness in the market.

This study aims to analyze the impact of the implementation of the Government Internal Control Sistem (SPIP) on financial performance at the Regional Revenue Agency (Bapenda) of Malang City from 2022 to 2024. SPIP consists of five key components: control environment, risk assessment, control activities, information and communication, and monitoring. Financial performance is measured using indicators from the Government Institution Performance Accountability Sistem (SAKIP), which reflects how well the government institution achieves its financial goals and objectives. This study uses a quantitative approach with an explanatory method, where data was collected through a questionnaire distributed to 34 Bapenda employees in Malang City. The collected data was then analyzed using SPSS version 25 to examine the relationship between SPIP implementation and financial performance. The results indicate that four of the five SPIP components, namely risk assessment, control activities, information and communication, and monitoring, have a positive and significant impact on financial performance. This means that the better the implementation of these components, the better the financial performance achieved by Bapenda Malang City. However, the control environment component does not significantly affect financial performance. This suggests that while the control environment is important, other factors such as operational control and communication play a more dominant role in supporting financial performance. Based on these findings, several recommendations for Bapenda Malang City include strengthening SPIP implementation by conducting regular coaching and outreach programs. Additionally, it is recommended to hold workshops with all work units, provide technical training to develop dashboards, and establish clear Standard Operating Procedures (SOPs) and flowcharts. Setting up a schedule for SOP publication and routine briefings, as well as developing performance indicators and quarterly evaluation checklists, is expected to enhance SPIP implementation and strengthen financial accountability at Bapenda Malang City.

This study aims to determine and analyze the influence of product quality, service quality, and customer trust on insurance product purchasing decisions at PT AIA Financial at BCA KCP Raden Saleh, Central Jakarta. The background of this study is based on the importance of understanding the factors that influence purchasing decisions, especially in the insurance industry, which is intangible and highly dependent on customer perception and trust. This study uses primary data collected through questionnaires distributed to 47 respondents, namely PT AIA Financial customers who have purchased insurance products at the research location. The research instrument is compiled based on variable indicators whose validity and reliability have been tested. The data analysis method used is a quantitative method with a multiple linear regression analysis approach through the assistance of SPSS software version 26. Product quality is measured through the dimensions of performance, durability, suitability, and features; service quality is assessed from the aspects of reliability, responsiveness, assurance, empathy, and physical evidence; while customer trust is seen from the reliability of the company, agent integrity, and clarity of information. The results of the study indicate that product quality, service quality, and customer trust partially and simultaneously have a positive and significant effect on insurance product purchasing decisions. This means that the higher the quality of the products and services provided, and the greater the customer trust, the higher the customer's tendency to purchase PT AIA Financial's insurance products. This finding implies that the company needs to continuously maintain and improve its product quality, provide excellent service, and build and maintain customer trust through transparent communication, clear product education, and a commitment to service promises. This way, long-term relationships with customers can be maintained and customer loyalty can be enhanced.