DESWERIEL, MUHAMMAD OBERTO ADHA GIANIVY (2024) GAYA KOMUNIKASI PERSUASIF AGEN ASURANSI PRUDENTIAL KHUSUSNYA CONNECT COLLABORATE AGENCY DALAM MEMASARKAN PRODUKNYA (PERIODE 2023 - 2024). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The role of marketers or insurance agents in marketing insurance products is very important in an effort to spread protection to the community. A persuasive communication style that is inviting is important to be maximized by insurance agents with the aim of marketing insurance products. The purpose of this study is to find out and understand how persuasive communication of Prudential insurance agents, especially Connect Collaborate Agency, in marketing its products. To support this research, there are 5 previous studies with relevant topics. The theories used include 10 persuasive communication techniques according to Howel, namely The Yes Response Technique, Putting It Up To You, Simulated Disinterest, Transfer, Bandwagon Technique, Say It With Flower, Don't As As Wich, The Swap Technique, Reassurance, Technique Of Irritation. This study uses a Qualitative Descriptive method with a focus on Case Studies. The data obtained has two categories, Primary and Secondary Data. Primary data in this study was obtained by means of non-participatory observation and interviews. Meanwhile, Secondary Data in this study was obtained through literature studies. This research focuses on how the persuasive communication style carried out by Prudential insurance agents, especially Connect Collaborate Agency, in marketing its products. The results of the study show that the persuasive communication style of Prudential insurance agents, especially Connect Collaborate Agency, in marketing their products is quite good, considering that in the results of interviews with customers, they said good things about the communication style of agents when customers are prospected. However, there are some insurance agents who differ slightly in terms of their persuasive communication style methods. But broadly speaking, the persuasive communication style of CEOs, leaders, and insurance agents in marketing their products is quite good and optimal. Peran agen asuransi dalam memasarkan produk asuransi sangat penting dalam upaya menyebarkan perlindungan terhadap masyarakat. Gaya komunikasi persuasif yang sifatnya mengajak penting di maksimalkan agen asuransi dengan tujuan memasarkan produk asuransi. Tujuan dilakukannya penelitian ini, untuk mengetahui komunikasi persuasif agen asuransi Prudential khususnya Connect Collaborate Agency dalam memasarkan produknya. Untuk menunjang penelitian ini, terdapat 5 penelitian terdahulu dengan topik relevan. Teori-teori yang digunakan, 10 teknik komunikasi persuasif menurut Howel, The Yes Respon Technique, Putting It Up To You, Simulated Disinterest, Transfer, Bandwagon Technique, Say It With Flower, Don’t As If As Wich, The Swap Technique, Reassurance, Technique Of Irritation. Penelitian ini menggunakan metode Kualitatif dengan fokus Studi Kasus. Menggunakan paradigma konstruktivisme, Data diperoleh dengan dua kategori, Primer dan Sekunder. Data Primer dalam penelitian ini diperoleh dengan wawancara kepada 7 informan. Data Sekunder dalam penelitian ini diperoleh melalui studi kepustakaan. Teknik analisis data menggunakan teknik menurut Robert K. Yin, perjodohan pola, pembuatan penjelasan, analisis deret waktu. Teknik keabsahan data menggunakan triangulasi sumber. Hasil penelitian merujuk pada 10 teknik komunikasi menurut Howel menunjukan, bahwa agen asuransi menerapkan teknik tersebut. Dari hasil wawancara disimpulkan, bahwa teknik Putting It Up To You, Simulated Disinterest, Don’t As If As Wich, Reassurance, Technique Of Irritation merupakan teknik yang dominan diterapkan CEO, sampai agen asuransi. Merujuk hasil wawancara nasabah, walaupun nasabah merasa bahwa mereka merasakan semua teknik tersebut diterapkan oleh agen asuransi, tetapi balik merujuk pada hasil wawancara CEO, leader, serta agen asuransi tidak semua teknik persuasif menurut howel dapat diterapkan di segala situasi prospek agen asuransi.
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