IMPROVING STRATEGIES FOR MARKETING INSURANCE POLICY BASED ON DIGITAL MARKETING AND SOCIAL APPLICATION MEDIA ADOPTION, CASE STUDY AT PT ASURANSI BINAGRIYA UPAKARA

• Main Author: Arrahman, Randy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42538
• Institution: Institut Teknologi Bandung

PT Asuransi Binagriya Company is one of the national companies engaged in general insurance business that began in 1990. Companies that start insurance business related to KPR-BTN housing that focuses on many regions and companies, as one of the tasks of the Bank Tabungan Negara in the effort of ongoing security and credit that has been given. The research objective is to analyze the external and internal environment of PT Asuransi Binagriya upakara, to understand the business issues faced by PT Binagriya Upakara, and to proposed a digital integrated marketing strategy. The authors analysis the problem by using PEST, Porter’s Five Porces, customer surveys, STP, and internal interviuew. Based on the indentified of the problem, the authors propose a marketing strategy based on digital marketing and social media applications using New Wave Marketing and RACE framework. The results of new wave marketing and RACE analysis, the authors compiled implementing plan for marketing strategy.