Image of Pengaruh Social Media Content, Consumer Testimonials, dan Influencer Marketing terhadap Purchase Intention Produk Asuransi dengan Customer Satisfaction sebagai Variabel Moderasi pada PT Asuransi Sinar Mas
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Pengaruh Social Media Content, Consumer Testimonials, dan Influencer Marketing terhadap Purchase Intention Produk Asuransi dengan Customer Satisfaction sebagai Variabel Moderasi pada PT Asuransi Sinar Mas

The insurance industry in Indonesia continues to face challenges in strengthening public interest and encouraging consumers to purchase insurance products, despite the growing use of digital marketing strategies. This study aims to examine the effect of Social Media Content, Consumer Testimonials, and Influencer Marketing on Purchase Intention, with Customer Satisfaction as a moderating variable at PT Asuransi Sinar Mas. This research employed a quantitative approach using survey data collected through a structured questionnaire. The data were analyzed using Partial Least Square–Structural Equation Modeling with SmartPLS to evaluate the measurement model, structural model, and moderating effects. The findings indicate that Social Media Content, Consumer Testimonials, Influencer Marketing, and Customer Satisfaction have positive and significant effects on Purchase Intention. Influencer Marketing was found to be the most dominant factor influencing Purchase Intention. The moderation results show that Customer Satisfaction does not moderate the relationship between Social Media Content and Purchase Intention or between Consumer Testimonials and Purchase Intention. However, Customer Satisfaction negatively moderates the relationship between Influencer Marketing and Purchase Intention. These findings suggest that digital marketing strategies and customer experience are important in shaping insurance Purchase Intention, although satisfaction does not always strengthen the influence of external marketing stimuli.

Availability
#
Perpustakaan IBS (online) T 112648 YUL p
E001865
Available but not for loan - Reference
Detail Information
Series Title
-
Call Number
T 112648 YUL p
Publisher
Jakarta : Program Magister Manajemen STIE Indonesia Banking School.,
Collation
-
Language
Indonesia
ISBN/ISSN
-
Classification
658.07
Content Type
text
Media Type
computer
Carrier Type
online resource
Edition
-
Subject(s)
Karya Ilmiah Tugas Akhir
Tesis Manajemen IBS
consumer testimonials
customer satisfaction
influencer marketing
purchase intention
social media content
Specific Detail Info
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Statement of Responsibility
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