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THE ANTECEDENTS AND CONSEQUENCES OF CUSTOMER-TOCUSTOMER INTERACTION TO CUSTOMER DECISION-MAKING PROCESS, MEDIATED BY BRAND PREFERENCE A Survey on Life Insurance Industry

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Customer path to purchase has been receiving attention from businesses and
scholars aligned with the broadening focus of relationship marketing on customer
engagement, contributing to the heightened focus on customer acquisition. Further,
the advancement of social media and its implementation to enable customer-tocustomers

(C2C) interactions in addition to one-way interaction of traditional
marketing effort has instigated the increasingly complex customer purchase journey
for life insurance product due to the empowerment of customer for searching and
exploring information. Therefore, understanding the process of customers decisionmaking
of
a
life
insurance
product
is
imperative;
particularly
with
life
insurance
as

an

intangible as well unsought product where the selling process has been more
towards the push by sales persons with face-to-face approach. This is bundled with
the challenges of Indonesia life insurance, namely the low level of insurance
literacy and inclusion. Thus, this research investigates empirically social media
communications vis a vis traditional marketing communications on their respective
impact to C2C interactions and to later examine the consequences to customer
decision-making process. It also aims to empirically test on brand preference as
mediating variable of C2C interactions and customer decision-making process. This
research employed quantitative method with online questionnaire distribution,
followed by expert interviews with financial planning experts to supplement the
views and insights on life insurance. The research was undertaken in Greater Jakarta
Indonesia to non-life insurance customers and processed with SEM LISREL.
Based on the gathered 310 respondents, the outcomes revealed that there is
insignificant impact of social media communications on C2C interactions, however,
there is a positive impact of traditional marketing communication on C2C
interactions. This research also found that the positive impact of C2C interactions
on customer decision-making process is fully mediated by brand preference. It is
therefore recommended: 1)traditional marketing communications should not be
overlooked with the extensive implementation of social media communications due
to its wide reach and capability for wiring repeated messages, especially to the
segment with poor life insurance literacy and inclusion, 2)brand is the qualifying
factor to drive preference when customer making decision to purchase a life
insurance product so consistent effort on pushing brand should exist.

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Ketersediaan

DIM-19014

DIM19/04 Kar a c.1

Perpustakaan Pusat - Lantai 2, R. Koleksi Khusus

Tersedia namun tidak untuk dipinjamkan - Tandon/Tidak dipinjamkan

Informasi Detil

Judul Seri

-

No. Panggil

DIM19/04 Kar a

Penerbit

: ., 2019

Deskripsi Fisik

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Bahasa

English

ISBN/ISSN

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Klasifikasi

DIM19/04

Tipe Isi

-

Tipe Media

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Tipe Pembawa

-

Edisi

-

Subyek

-

Info Detil Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

Komentar

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