The Effect of Digital Promotions on Customer Interest in Using Insurance Products at PT Prudential Sharia Life Assurance
Keywords:
Digital Promotion, Customer Interest, Sharia InsuranceAbstract
The penetration of sharia insurance in Indonesia is still relatively low, which is less than 5%, even though the majority of Indonesia's population (87%) is Muslim. In addition, the literacy level of sharia insurance is also still low, only reaching 19.4%. On the other hand, Indonesia has more than 215 million internet users, which shows great potential in the use of digital promotion. This study aims to analyze the influence of digital promotions on customer interest in using sharia insurance products at PT Prudential Sharia Life Assurance. The research method used is a quantitative approach with an explanatory research type. Data was obtained through a survey of 67 respondents selected by purposive sampling technique. Data analysis using simple linear regression with the help of SPSS 30.0. The results showed that digital promotion had a positive and significant effect on customer interest, with a regression equation of Y = 0.085 + 0.325X, a calculated t value of 7.929 > a table of 1.997, and a significance of < 0.001. The determination coefficient of 49.2% shows that digital promotion is able to explain almost half of the variation in customer interest. The digital strategies implemented include social media, websites, mobile applications, email marketing, and educational webinars.
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Copyright (c) 2026 Imroatul Maulida, Muhammad Syarofi, Yuan Gang Tsai
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