Hafizhiantoro, M., & Krisnanto, U.
This research analyze the influence of e-service quality, price, and word of mouth on purchasing decision of the old protection insurance program for non-wage recipient segment in a labor insurance company in Jakarta. The research method used is associative method. The sampling method uses simple random sampling with the number 431 participants. The data obtained from questionnaires and linear regression analysis with SPSS statistic program for window version 25. The regression results Y = -2,088 + 0,156 X1 + 0,382 X2 + 0,504 X3. The hypotheses result showed that e-service quality, price, and word of mouth variables had positive and significant effects on the old protection insurance purchase decision. Word of mouth became the most important variable convincing participant bought old age protection insurance.