Yulianti, Rima (2020) PENERAPAN KOMUNIKASI PERSONAL SELLING DI PT. AXA MANDIRI FINANCIAL SERVICES DALAM MENDORONG MINAT BELI PRODUK ASURANSI JIWA TAHUN 2019 (Studi Kasus Pada Bank Mandiri Cabang Jatiwaringin, Bekasi). S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Research conducted entitled "The Application of Personal Selling Communication at AXA Mandiri Financial Services in Encouraging Interest in Buying Life Insurance Products in 2019 (Studi Kasus of Bank Mandiri Branch Jatiwaringin, Bekasi)". This study aims to determine the process of applying personal selling salesperson communication marketing AXA Mandiri insurance service products in encouraging buying interest in prospective customers. The researcher realizes that effective personal selling communication is an important factor for achieving the goals of insurance sales people and companies. The research method used in this research is descriptive qualitative method. Research subjects are salespeople who have received the AXA Mandiri certificate and already have customers and are still actively working in AXA Mandiri insurance. This study uses two data collection techniques, namely interviews and observation. Data obtained from the results of interviews and observations. From the results of this study, it was concluded that the process of applying personal selling communication by salespeople to prospective customers was carried out systematically, politely and openly. Because the purpose of marketing insurance service products is to inform and provide a detailed explanation of AXA Mandiri insurance products to prospective customers so that it encourages buying interest in AXA Mandiri insurance products. Penelitian yang dilakukan berjudul “Penerapan Komunikasi Personal Selling Di AXA Mandiri Financial Services Dalam Mendorong Minat Beli Produk Asuransi Jiwa Tahun 2019 (Studi Kasus Bank Mandiri Cabang Jatiwaringin, Bekasi)”. Penelitian ini bertujuan untuk mengetahui proses penerapan komunikasi personal selling wiraniaga memasarkan produk jasa asuransi AXA Mandiri dalam mendorong minat beli terhadap calon nasabah. Peneliti menyadari bahwa komunikasi personal selling yang efektif merupakan faktor yang penting bagi pencapaian tujuan para wiraniaga asuransi maupun perusahaan. Metode penelitian yang digunakan dalam penelitian ini adalah metode kualitatif deskriptif. Subjek penelitian adalah para wiraniaga yang telah mendapatkan sertifikat AXA Mandiri dan telah memiliki nasabah serta masih aktif bekerja di asuransi AXA Mandiri. Penelitian ini menggunakan dua teknik pengumpulan data, yaitu wawancara dan observasi. Data yang diperoleh dari hasil wawancara dan observasi. Dari hasil penelitian ini diperoleh suatu kesimpulan bahwa proses penerapan komunikasi personal selling yang dilakukan wiraniaga terhadap calon nasabah dilakukan secara sistematis, sopan dan terbuka. Hal ini dikarenakan tujuan dari pemasaran produk jasa asuransi adalah menginformasikan serta memberi penjelasan tentang produk asuransi AXA Mandiri secara terperinci kepada calon nasabah sehingga mendorong minat beli terhadap produk asuransi AXA Mandiri.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44314110081 |
| Uncontrolled Keywords: | Personal Selling Communication, Sales, Buying Interest Customers Komunikasi personal selling, wiraniaga, minat beli nasabah |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | RAUL ANDIKA KURNIAWAN |
| Date Deposited: | 08 Mar 2025 07:58 |
| Last Modified: | 08 Mar 2025 07:58 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94766 |
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