The Role of Digital Marketing in Increasing BRI Insurance Product Sales

Irsan Firdaus; I Kadek Sara Mandiyasa; Nyoman Dwika Ayu Amrita

doi:10.31851/jmwe.v23i3.22795

Authors

Irsan Firdaus Ngurah Rai University Bali, Indonesia.
I Kadek Sara Mandiyasa Ngurah Rai University Bali, Indonesia.
Nyoman Dwika Ayu Amrita Ngurah Rai University Bali, Indonesia.

DOI:

https://doi.org/10.31851/jmwe.v23i3.22795

Abstract

This study aims to analyze the influence of digital marketing on increasing insurance product sales at BRI Insurance. The rapid development of information and communication technology has driven insurance companies to undergo digital transformation in their marketing strategies to enhance competitiveness and market penetration. The research method used is a library research approach to analyze the role of digital marketing in boosting the sales of BRI Insurance’s products. Social media and interactive websites have a dominant influence, as both are capable of increasing brand awareness, engagement, and public trust in the insurance products offered. The implications of this study indicate that BRI Insurance needs to optimize the strategic and integrated use of social media and interactive websites to strengthen the effectiveness of its digital marketing campaigns. Furthermore, the company needs to improve the quality of its digital content to be more educational and informative in order to continuously attract potential customers. This study provides theoretical contributions to the development of digital marketing literature in the insurance sector as well as practical contributions as a basis for BRI Insurance to formulate appropriate digital marketing policies to increase future insurance product sales. Further research could examine mediating variables such as brand trust or customer relationships to provide a more comprehensive understanding.

Keywords:

Digital Marketing, Insurance Product Sales, BRI Insurance.

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