The Influence of Personal Selling and Digital Marketing on The Formation of Brand Equity XYZ Insurance Jakarta Branch

XYZ Insurance is an insurance company that has only been running for three years and considered to have no brand equity (brand strength) in the eyes of customers. The purpose this research were identify perception personal selling digital marketing on formation equity, Analyzing effect Formulate managerial implications will be applied by increase equity. data processing analysis techniques used study are descriptive with structural equation modelling (SEM) a variance approach (VB-SEM) partial least squares (PLS-SEM) technique. results showed both had significant awareness, association, perceived quality, loyalty. While indirect explains through loyalty variables good mediating role Meanwhile, as variable, but it still doubtful because insignificant Therefore, expected improve developing company's terms agents use media. Keywords: Insurance, SEM-PLS, loyalty,