THE EFFECT OF DIGITAL MARKETING ON INCREASING INTEREST IN PURCHASING MOTOR VEHICLE POLICIES IN GENERATION Z IN PALEMBANG CITY

Zubaidah Warni (University of Palembang)
Alditya Aris Rinandy (University of Palembang)
Pantani Dahlan (University of Palembang)
Triana Sri Gunarti (Universitas Terbuka Palembang)

Jurnal Manajemen
Vol 12 No 1 (2024): Jurnal Manajemen

The development of technology in this day and age has grown rapidly. Many entrepreneurs use technology to market goods and services. Digital marketing is one way entrepreneurs develop markets for goods and services. Digital Marketing is now also used by non-bank financial services companies such as insurance companies. Many insurance companies develop technology to market insurance policies. Motor Vehicle Insurance Policy is one of the insurance products that is often echoed through digital media platforms. In addition to marketing through social media, companies also innovate by developing Insurtech applications. Generation Z today can be said to be the most tech-savvy generation, and is quite capable of using motorized vehicles. They rely on digital marketing and technology media in choosing, getting information and buying Motor Vehicle insurance policies, this also affects the increase in interest in ownership of Motor Vehicle Insurance Policies