Penelitian ini kemudian berfokus pada dampak Exposure liputan negative media digital detik.com terhadap keputusan pembelian polis asuransi Prudential. Penelitian ini menggunakan metode penelitian kuantitatif dengan desain penelitian deskritif. Pengumpulan data primer dilakukan melalui survei terhadap informan yang telah melihat liputan media massa negative tentang Prudential dan telah ditawari kebijakan asuransi Prudential. / This research then focuses on the impact of negative new axposure on one of digital media, detik.com towards purchasing decisions of the Prudential insurance policy. This Research uses quantitative research methode with descriptive research design. Primary data collection was carried out through a survey of informants who had seen negative mass media coverage about Prudential and had been offered a Prudential insurance policy.