AISAS Model Analysis of General Insurance Company Strategy using Instagram (Study at PT Asuransi Tokio Marine Indonesia)

ABSTRACT: General insurance companies are starting to look at the retail segment, one of the is PTAsuransi Tokio Marine Indonesia. Social media is one of way for company to do marketing communication in retail segment effectively and efficiently. Social media is a place for consumers to find information about products and share product information. This is especially important for products withcredence characteristics such as general insurance. Product characteristics and the development of theinternet as well as the use of social media make changes in consumer behavior model from AIDA(Attention-Interest-Desire-Action) to become AISAS (Attention-Interest-Search-Action-Share). Thisresearch is using constructivism paradigm and qualitative reasearch method to analyze strategy thatapplied for PT Asuransi Tokio Marine Indonesia‘s Instagram using
AISAS Model. In the results of thisstudy, it was found that the Share stage in AISAS is very important for the company but the company hasnot implemented any strategy at this stage. This study suggests that company should apply strategies atthe Share stage considering that information on consumer expériences for products with credentialcharacteristics is very important to influence purchasing decisions.
KEYWORDS : AISAS, General Insurance, Instagram