PENGARUH CONTENT MARKETING TERHADAP ONLINE PURCHASE INTENTION PADA PRODUK ASURANSI DIGITAL PT ASURANSI JIWA BCA (BCA LIFE) DI JAKARTA
Indonesia
DOI:
https://doi.org/10.61722/jrme.v2i5.6689Keywords:
Asuransi Digital, Content Marketing, Brand Image, Customer Trust, Social Media Advertising, Online Purchase Intention, BCA LifeAbstract
This study aims to determine the role of content marketing in growing online purchase intention on digital insurance products of PT Asuransi Jiwa BCA (BCA Life) from social media. This study involved 219 respondents domiciled in Jakarta with the criteria of never having BCA Life digital insurance, aged 17 years and above, and having social media applications. This study tested six hypotheses, namely content marketing, brand image, customer trust, social media advertising, and online purchase intention. The research data analysis method used was SEM with the help of IBM SPSS version 25 and AMOS Graphics version 22. The results showed that content marketing has a positive and significant influence on brand image, customer trust, and social media advertising on digital insurance products of PT Asuransi Jiwa BCA (BCA Life). Furthermore, brand image and social media advertising also have a positive and significant influence on online purchase intention on digital insurance products of PT Asuransi Jiwa BCA (BCA Life). Meanwhile, customer trust does not have a positive and significant influence on online purchase intention on digital insurance products of PT Asuransi Jiwa BCA (BCA Life).
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