Perumusan Strategi Promosi Online Dengan Pendekatan Analytical Network Process Pada Asuransi Jiwa Bersama Bumiputera 1912.

Abstract

The number of Internet users grew significantly to 22% from 62 million in 2012 to 74.57 million in 2013. Companies should take advantages from this potential to increase its market share, so the study of online promotion strategy formulation is needed. The purpose of the research are: (1) to identify promotion strategy of AJB Bumiputera 1912, (2) Identify the kinds of online promotions that can be developed and (3) Make a priority on the development strategy of AJB Bumiputera 1912. The method used to analyze the online promotion that should be applied is Analytical Network Process (ANP). Sampling techniques used in this study was a non-probability sampling method with purposive sampling technique. The result showed that best online promotion strategies based on priority which must be developed by AJB Bumiputera 1912 are Social Media Networking Promotion 0.262, Email Marketing 0.257, Webexperience 0.204, Webvertising 0.113, Public Relation Online 0.067 dan Search Engine Optimization 0.056.