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Article | Journal of Digital Marketing and Communication | Volume 6 - Issue 2 - 2026 | 299−317 | https://doi.org/10.53623/jdmc.v6i2.1446
© 2026 by the author(s), and is licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) License Creative Commons Attribution 4.0 International (CC BY 4.0) License

- Digital Communication Strategies of Insurance Agents in Building Customer Trust and Customer Relationships: A Case Study at PRUStars Bandung

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Author(s): Aditia Esthy Kurniawati 1 , Yusnaeni 2 , Henny Heryandini 3 , Dedet Erawati 4 ORCID https://orcid.org/0009-0007-9206-5010 , Agus Firmansyah 5 , Ujang Dedih Humaedi 1
Author(s) information:
1 Public Relations & Digital Communication Study Program, Digital Business Study Program, Politeknik Haji Anwar Sanusi Jl. Raya Gununghalu, Wargasaluyu, Kec. Gununghalu, Kabupaten Bandung Barat, West Java 40565 Indonesia
2 Digital Business Study Program, Faculty of Educational Sciences and Social Sciences, Universitas Indraprasta PGRI, Jl. Raya Tengah No.80, RT.1/RW.3, Gedong, Kec. Ps. Rebo, East Jakarta 13760 Indonesia
3 Faculty of Computer and Information Technology, Universitas Gunadarma, Jl. Margonda Raya No. 100, Pondok Cina, Kecamatan Beji, Kota Depok, West Java 16424, Indonesia
4 Communication Studies Program, Faculty of Social and Political Sciences, Universitas Swadaya Gunung Jati, Jl. Pemuda Raya No. 32, Sunyaragi, Kec. Kesambi, Kota Cirebon, West Java 45132 Indonesia
5 Communication Science Study Program, Communication Science Faculty, Universitas Esa Unggul, Jalan Arjuna Utara No. 9, Duri Kepa, Kebon Jeruk, Kota Jakarta Barat, DKI Jakarta 11510 Indonesia

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Journal of Digital Marketing and Communication

Volume 6 - Issue 2 - 2026

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Digital communication has transformed insurance marketing by enabling agents to interact with prospective and existing customers through social media, digital lead-management systems, and messaging applications. However, limited attention has been given to how insurance agents integrate these platforms into their daily marketing practices and address challenges related to customer engagement and technological adaptation. This study aims to examine the digital communication strategies employed by insurance agents at KPM PRUStars Bandung, their perceived role in building customer trust and maintaining relationships, and the challenges encountered during implementation. A qualitative case study was conducted involving five insurance agents at KPM PRUStars Bandung. Data were collected through semi-structured interviews and analyzed using thematic analysis to identify communication practices, perceived benefits, and implementation challenges. The findings revealed that agents utilized Instagram to distribute promotional and insurance claim-related information, while Pru Leads, accessed through PruForce, facilitated lead acquisition and management. WhatsApp was primarily used for personalized follow-up communication supported by company-provided message scripts. However, agents encountered challenges related to unreachable leads, limited conversion opportunities, and frequent application updates requiring continuous technological adaptation. Agents aged 50 years and above were reported to rely more heavily on sharing existing content than producing original educational materials. These findings demonstrate how social media, digital lead-management systems, and messaging applications are integrated into insurance marketing practices. Nevertheless, the reported contributions to customer trust and relationship maintenance were based on agents' perceptions rather than direct customer assessments. Digital communication supports insurance agents' efforts to engage prospective customers and maintain existing relationships through integrated platform use and personalized follow-up. However, its perceived effectiveness depends on lead quality, agents' digital competencies, and communication responsiveness. This study provides a process-oriented understanding of digital communication practices in insurance marketing, highlighting the importance of technological adaptation and coordinated communication strategies.

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SUBMITTED: 30 September 2026
ACCEPTED: 31 October 2026
PUBLISHED: 7 November 2026
SUBMITTED to ACCEPTED: 31 days
DOI: https://doi.org/10.53623/jdmc.v6i2.1446

Cite this article
Kurniawati, A. E., Yusnaeni, Heryandini, H. ., Erawati, D. ., Firmansyah, A. ., & Humaedi, U. D. . (2026). - Digital Communication Strategies of Insurance Agents in Building Customer Trust and Customer Relationships: A Case Study at PRUStars Bandung : -. Journal of Digital Marketing and Communication, 6(2), 299−317. https://doi.org/10.53623/jdmc.v6i2.1446
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