The Effect of Instagram Social Media Marketing on Purchase Decisions for Sinar Mas Insurance in Jakarta

Abstract

Sinar Mas Insurance is a general insurance company in Indonesia that utilizes Instagram as a marketing channel. This study aims to determine respondents' opinions regarding Instagram social media marketing and Sinar Mas Insurance purchasing decisions, as well as to determine the influence of marketing through Instagram social media on Sinar Mas Insurance purchasing decisions in Jakarta. This type of research is quantitative with data collection using questionnaires to 100 samples determined using purposive sampling. The analysis technique used is descriptive statistics, namely simple regression, T-Test (hypothesis), and R2. The results of the study indicate that marketing through Instagram social media has a positive and significant influence on Sinar Mas Insurance product purchasing decisions. Respondents stated that Instagram social media marketing is very good and Sinar Mas Insurance purchasing decisions are very high. These results emphasize the importance of the role of social media as an effective marketing platform in the insurance industry