PENGARUH STRATEGI DIGITAL MARKETING TERHADAP PENINGKATAN KESADARAN MEREK DAN KEPUTUSAN PEMBELIAN PRODUK ASURANSI ONLINE DI SUPERYOU.CO.ID

Authors

Herlambang Satriadi Sekolah Interdisiplin Manajemen dan Teknologi (SIMT)-ITS
Erwin Widodo Sekolah Interdisiplin Manajemen dan Teknologi (SIMT)-ITS

DOI:

https://doi.org/10.31539/costing.v8i3.14552

Keywords:

Brand Awareness, Digital Marketing,Online Insurance, Purchasing Decision

Abstract

Perkembangan teknologi digital telah mengubah lanskap industri asuransi, termasuk dalam hal pemasaran. Strategi digital marketing menjadi semakin penting bagi perusahaan asuransi untuk menjangkau calon pelanggan dan meningkatkan penjualan. Memahami bagaimana strategi digital marketing mempengaruhi kesadaran merek dan keputusan pembelian dapat memberikan wawasan berharga bagi perusahaan asuransi online dalam mengoptimalkan upaya pemasaran mereka. Penelitian ini bertujuan untuk menganalisis pengaruh strategi digital marketing terhadap peningkatan kesadaran merek dan keputusan pembelian produk asuransi online di Superyou.co.id. Untuk mengetahui pengaruh strategi digital marketing terhadap kesadaran merek dan keputusan pembelian produk asuransi online Super You, dilakukan analisis dengan teknik regresi menggunakan metode SEM untuk mengidentifikasi hubungan antara elemen-elemen strategi digital marketing (seperti media sosial, SEO, dan iklan digital) dengan kesadaran merek dan keputusan pembelian. Hasil penelitian menemukan bahwa penerapan strategi digital marketing di Superyou.co.id memiliki peluang yang signifikan dalam meningkatkan kesadaran merek (brand awareness) dan keputusan pembelian produk asuransi online. Dengan memanfaatkan media digital, perusahaan dapat menjangkau target pasar yang lebih luas. Keberhasilan implementasi strategi bergantung pada beberapa faktor, seperti efektivitas konten pemasaran, interaksi dengan konsumen melalui platform digital, serta penggunaan data untuk personalisasi pengalaman pelanggan.

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