Analisis Strategi Media Sosial Instagram untuk Meningkatkan Brand Awareness PT Asuransi Umum Mega

Abstract

The development of the general insurance industry in Indonesia is still shallow. This condition is caused by low awareness and public trust in general insurance. Therefore, in order to increase public awareness and trust in insurance, general insurance companies in Indonesia educate Indonesian citizen through Instagram. One of them is PT Asuransi Umum Mega (Mega Insurance). This study aims to identify Instagram marketing strategies that have been implemented, the level of brand awareness, and to formulate Instagram marketing strategies to increase brand awareness. Brand awareness level is analyzed using the Likert scale and brand awareness pyramid. Furthermore, the identification and formulation of Instagram marketing strategies are carried out by descriptive analysis using brand awareness-building factors. The result of the study show that Mega Insurance’s brand awareness level is still low, so a more optimal Instagram marketing strategy is needed to increase brand awareness. The Instagram marketing strategy is then formulated using brand awareness-building factors, namely, brand exposure, customer engagement, and electronic word of mouth (E-WOM).