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

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.