摘要：Abstrak Penelitian ini mengkaji pengaruh bauran pemasaran terhadap keputusan pembelian asuransi jiwa individu, serta variabel bauran pemasaran yang paling dominan berpengaruh terhadap keputusan pembelian. Hasil penelitian dapat dijadikan rekomendasi kepada perusahaan asuransi jiwa dalam melakukan aktivitas pemasaran yang sesuai dengan kebutuhan pasar. Penelitian dilakukan di Kota Bogor yang pada saat penelitian dilakukan, laju pertumbuhan penduduknya meningkat setiap tahun, sehingga merupakan pasar bagus untuk industri asuransi jiwa. Sebanyak 200 responden yang berdomisili di Kota Bogor dan mempunyai pengetahuan dasar mengenai asuransi dijadikan contoh dalam penelitian ini. Contoh dipilih menggunakan teknik nonprobability sampling, dengan strategi pengambilan contoh berdasarkan kemudahan ( convenience ). Variabel yang diukur adalah tujuh bauran pemasaran meliputi harga, produk, orang, proses, promosi, bukti fisik, dan tempat. Analisis deskriptif serta regresi logistik digunakan dalam pengolahan dan analisa data. Hasil penelitian menunjukkan bahwa setidaknya ada lima bauran pemasaran memiliki pengaruh terhadap keputusan pembelian asuransi jiwa, dan bauran produk merupakan variabel yang paling berpengaruh terhadap keputusan pembelian asuransi jiwa. Kata kunci: asuransi jiwa, bauran pemasaran, keputusan pembelian, regresi logistik Marketing Mix Influence Consumer Decision in Individual Life Insurance Purchase Abstract This study aimed to analyze the effect of marketing mix in individual life insurance purchasing decision, as well as the marketing mix variables of the most dominant influence on the purchase decision. The results of this study can be used as a recommendation to life insurance companies in conducting marketing activities in accordance with the market needs. The study was conducted in Bogor City that had an increasing population growth in every year, was made it a good market for life insurance companies. Data for this study were obtained from 200 respondents who live in Bogor and had basic knowledge about insurance. Samples were selected based on the nonprobability sampling, with convenience sampling technique. The variable measured by seven marketing mix such as price, product, person, process, promotion, physical evidence, and place. Processing and analysis of data used descriptive analysis and logistic regression analysis. This results showed that there were at least five marketing mix that had an influence on the life insurance purchase decision, and the product mix was the most influential variable on the life insurance purchase decision. Keywords: life insurance, logistic regression, marketing mix, purchase decision
