Proceedings of the 6th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2023, 13-14 September 2023, Bandar Lampung, Indonesia

Research Article

The Impact of Digital Marketing Strategies on the Purchase Decisions of the Millennial Generation for Insurance

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  • @INPROCEEDINGS{10.4108/eai.13-9-2023.2341187,
        author={Trisna Taufik Darmawansyah and Miko  Polindi and Yani  Aguspriyani and Sanawi  Sanawi and Rezky Mehta Setiadi and Fitri  Raya},
        title={The Impact of Digital Marketing Strategies on the Purchase Decisions of the Millennial Generation for Insurance},
        proceedings={Proceedings of the 6th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2023, 13-14 September 2023, Bandar Lampung, Indonesia},
        publisher={EAI},
        proceedings_a={ICEBE},
        year={2023},
        month={12},
        keywords={digital marketing strategies purchasing decisions insurance products millennial generation},
        doi={10.4108/eai.13-9-2023.2341187}
    }
    
  • Trisna Taufik Darmawansyah
    Miko Polindi
    Yani Aguspriyani
    Sanawi Sanawi
    Rezky Mehta Setiadi
    Fitri Raya
    Year: 2023
    The Impact of Digital Marketing Strategies on the Purchase Decisions of the Millennial Generation for Insurance
    ICEBE
    EAI
    DOI: 10.4108/eai.13-9-2023.2341187
Trisna Taufik Darmawansyah1,*, Miko Polindi2, Yani Aguspriyani1, Sanawi Sanawi1, Rezky Mehta Setiadi1, Fitri Raya1
  • 1: UIN Sultan Maulana Hasanuddin Banten
  • 2: UIN Fatmawati Sukarno Bengkulu
*Contact email: trisna.taufik@uinbanten.ac.id

Abstract

This study aims to determine the impact of digital marketing strategies among millennials in Indonesia in purchasing insurance products. The methodology used in this study is quantitative, while the theory used is the Technology Acceptance Model (TAM) Theory, Digital Marketing Theory, and Consumer Behavior Theory. The research was carried out by collecting questionnaires distributed to the research sample, namely the millennial generation who can become insurance participants. The minimum sample size taken is 100 millennial respondents. The study results show that digital marketing strategies have a positive and significant effect on the millennial generation's decision to purchase insurance products. The study's results also show that the more optimal the strategy used in digital marketing, the more likely it is for the millennial generation to buy insurance products. This research contributes to companies developing more effective marketing strategies so millennials become insurance participants. Future research should use a more representative sampling technique and a larger sample size to strengthen the results of this study.