Year: 2023 | Month: December | Volume: 10 | Issue: 12 | Pages: 196-212
DOI: https://doi.org/10.52403/ijrr.20231225
Analysis of E-Marketing Strategy on Insurance Premium Sales of PT Mandiri AXA General Insurance
Yulianty Chairani1, Harianto1, Arif Imam Suroso1
1Business School – IPB University, Jl Pajajaran Bogor
Corresponding Author: Yulianty Chairani
ABSTRACT
In the insurance industry, many insurance companies offer products through print and electronic media. Offers on electronic or online media, can help people to be able to choose products, consult and determine insurance products in real time and quickly. E-Marketing is very helpful for companies to be able to provide several choices of sales services, both through online business and offline business. Sales on E-Marketing strategies or internet-based services can make it easier for customers to be able to use services on a product. Sales through E-Marketing or through internet-based applications can make it easier for potential customers to be able to get information up to date, quickly and efficiently. The objectives of this study are 1) Analyzing the effect of Easy to Use variables on purchasing decisions; 2) Analyze the influence of Information Quality variables on purchasing decisions; 3) Analyze the effect of Trust variables on purchasing decisions; 4) Analyze the influence of E-Service Quality variables on purchasing decisions; 5) Analyze the influence of E-WOM variables on purchasing decisions; 6) Formulate managerial implications that can be applied to sellers in the management of E-Marketing marketing activities. This study uses Structural Equation Modeling (SEM) analysis with Partial Least Square (PLS) that underlies consumers in using the Website application. Respondents are customers who use purchases through internet-based applications / websites. The results showed that Information product, easy to use, e-service quality E-WOM and trust influence purchasing decisions. The priority managerial implications applied by AXA Insurance to improve purchasing decisions are on the development of the company's E-Marketing, both in terms of information product, easy to use, e-service quality E-WOM and trust.
Keywords: Insurance, Information product, easy to use, e-service quality E-WOM, trust, Purchasing decision, SEM-PLS, Mandiri AXA
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