Teknik personal selling agen Prudential dalam menjaring calon nasabah pasca demonstrasi nasabah tahun 2022

Charfin, Charfin (2023) Teknik personal selling agen Prudential dalam menjaring calon nasabah pasca demonstrasi nasabah tahun 2022. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (699kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (333kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (374kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (329kB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (5MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (320kB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (394kB)
	Text (Chapter6) Chapter6.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (503kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (312kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)

Abstract

Produk asuransi merupakan produk tidak nyata, namun dapat dirasakan manfaatnya pada suatu hari, kemudian disebut sebagai high involvement product. Teknik pemasaran yang digunakan oleh perusahaan adalah Personal Selling. Pada Januari 2022, terdapat kasus demonstrasi nasabah Prudential yang mengaku mengalami kerugian hingga Milyaran rupiah. Dengan adanya kasus ini, para pihak tentu terdampak. Untuk itulah, diperlukan penelitian untuk mengetahui bagaimana teknik personal selling agen asuransi Prudential dalam menjaring calon nasabah pasca demonstrasi nasabah tahun 2022. Penelitian menggunakan pendekatan kualitatif. Pengumpulan data dilakukan dengan data primer, yaitu wawancara serta data sekunder berupa studi kepustakaan. Wawancara dilakukan kepada 6 informan yaitu agen nasabah, nasabah, dan calon nasabah dengan latar belakang pengalaman yang berbeda- beda. Hasil penelitian menunjukkan bahwa personal selling adalah teknik yang digunakan perusahaan asuransi dalam memasarkan produknya menggunakan agen sebagai representatif perusahaan. Setiap agen memiliki atribut personal selling yang berbeda yaitu sifat ramah, transparan, gaya komunikasi yang fleksibel, dan komunikatif. Atribut ini yang digunakan oleh agen dalam meyakinkan nasabah dan calon nasabah pasca kasus Januari 2022. Menjadi seorang agen memberikan efek samping dalam jangka panjang dengan terciptanya hubungan dengan nasabah hingga produk asuransi itu diberhentikan. Oleh sebab itu, hubungan yang baik harus dijaga dengan atribut yang disesuaikan dengan kebutuhan nasabah. / Insurance products are intangible products, but the benefits can be felt one day, then they are referred to as high involvement products. The marketing technique used by the company is Personal Selling. In January 2022, there was a case of demonstration by a Prudential customer who claimed to have suffered losses of up to billions of rupiah. With this case, the parties are certainly affected. For this reason, research is needed to find out how the personal selling technique of Prudential insurance agents is in capturing prospective customers after the customer demonstration in 2022 This research uses a qualitative approach. Data collection was carried out using primary data, namely interviews and secondary data in the form of literature studies. Interviews were conducted with 6 informants, namely customer agents, customers and prospective customers with different experience backgrounds. The results of the study show that personal selling is a technique used by insurance companies in marketing their products using agents as company representatives. Each agent has different personal selling attributes, namely friendly nature, transparency, flexible communication style, and communicative. This attribute is used by agents in convincing customers and prospective customers after the January 2022 case. Becoming an agent has side effects in the long term by creating relationships with customers until the insurance product is terminated. Therefore, a good relationship must be maintained with attributes that are tailored to customer needs.

Actions (login required)

View Item