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Manajerial
Published by Universitas Jayabaya
ISSN : 19074832     EISSN : 25025546     DOI : -
Core Subject : Social,
Social Sciences
Manajerial (M) is the dissemination of research results or academic review covering all areas of management, but not limited to, business ethics, business strategy, entrepreneurship and innovation, information systems, study international business and cross-cultural, marketing, research organizations and the general management and supply chain and operations management. Managerial journal aims to present the latest thinking and research on key management topics in the form of articles that meet high standards of academic quality, while still being accessible to non-specialists.
Arjuna Subject : -
Articles 1 Documents
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Search results for , issue "Vol 19, No 1 (2026)" : 1 Documents clear
Systematic Literatur Review: Peran Digital Marketing dalam Membangun Kepercayaan Konsumen pada Industri Insurtech Noor, Zulki Zulkifli
Manajerial Vol 19, No 1 (2026)
Publisher : Postgraduate of Jayabaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31479/m.v19i1.286

Abstract

Insurtech has shifted insurance interactions from face to face meetings to digital screens, creating significant challenges in building consumer trust without human touch. This study aims to evaluate the effectiveness of friendly chatbots versus in app cost transparency in shaping customer confidence. The method used is a Systematic Literature Review (SLR) with the PRISMA protocol, analyzing 12 reputable journal articles from 2020 to 2025. The results indicate that cost transparency plays a fundamental role in mitigating fraud risk perceptions and building initial integrity. Conversely, AI based chatbots serve as accelerators that provide privacy comfort due to their non judgmental nature, particularly in collecting sensitive data. In conclusion, effective digital marketing strategies should not choose one over the other but rather position transparency as the logical foundation and chatbots as an empathic interface. These findings contribute to Trust Commitment Theory by proposing a hybrid trust model for digital financial services.

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