STRATEGI KOMUNIKASI PERSUASIF MELALUI PENDEKATAN PERSONAL SELLING PADA PRODUK ASURANSI JIWA AIA DI BCA KCP JAMBLANG

SAVITRI, MADE IRA (2024) STRATEGI KOMUNIKASI PERSUASIF MELALUI PENDEKATAN PERSONAL SELLING PADA PRODUK ASURANSI JIWA AIA DI BCA KCP JAMBLANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The persuasive communication strategy that is being implemented today must be able to make a difference with the opponent, one of which is by using persuasive communication. BCA Jamblang is one of the companies that uses persuasive communication marketing strategies through personal selling approaches. The research aims to identify Persuasive Communication Strategy Through Personal Selling Approach of AIA Life Insurance Products at BCA KCP Jamblang This research uses the theoretical concept of the sales process through personal selling developed by Kotler. The paradigm used is pospositivism. The method used is qualitative and descriptive. Data collection is obtained through in-depth interviews, library studies, and documentation. The results of this study show that persuasive communication strategies are assessed as effective, starting with the planning as well as the activities carried out by BCA Jamblang marketers. The planning process includes searching for profile information, improving product-related understanding, and digging into customer needs. Activities include the initial approach process, presenting products, dealing with objections, and persuading prospective customers. Strategi komunikasi persuasif yang dilakukan saat ini harus mampu menciptakan perbedaan dengan lawan, salah satunya dengan menggunakan komunikasi persuasif. BCA Jamblang sebagai salah satu Perusahaan yang menggunakan strategi pemasaran komunikasi persuasif melalui pendekatan personal selling. Penelitian ini bertujuan untuk mengetahui strategi dan hambatan komunikasi persuasif melalui pendekatan personal selling pada produk asuransi jiwa AIA di BCA Jamblang. Penelitian ini menggunakan konsep teori proses penjualan melalui personal selling yang dikembangkan oleh Kotler. Paradigma yang digunakan yaitu pospositivisme. Pendekatan yang dilakukan yaitu kualitatif. Metode yang digunakan adalah kualitatif bersifat deskriptif. Pengumpulan data diperoleh melalui wawancara mendalam, studi kepustakaan, dan dokumentasi. Teknik analisis data yang digunakan yaitu wawancara mendalam. Hasil penelitian ini menunjukkan bahwa bahwa strategi komunikasi persuasif dinilai efektif, mulai dari perencanaan serta aktivitas yang dilakukan oleh pemasar BCA Jamblang. Proses perencanaannya meliputi mencari informasi profile, meningkatkan pemahaman terkait produk, dan menggali kebutuhan nasabah. Aktivitasnya meliputi proses pendekatan awal mempresentasikan produk, menangani keberatan, dan meyakinkan calon nasabah.

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