Arnold, Benaya (2019) Analisis Program 3i-Network Terhadap Peningkatan Nasabah (Studi Pada PT. AJ CAR Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Kegiatan asuransi di Indonesia sendiri dinilai masih perlu meningkatkan pemasarannya dimana minat masyarakat dianggap masih minim terhadap asuransi. Demi menarik perhatian dan minat masyarakat, para penyedia jasa asuransi mengeluarkan berbagai macam cara dimana PT. AJ CAR mengeluarkan program 3i-Network. 3i-Network merupakan perpaduan dari 3 manfaat yang ditawarkan oleh PT.AJ CAR, yaitu Investment, Insurance,dan Income. Menggunakan sistem pemasaran jaringan membuat 3i-Network diharapkan mampu memberikan kontribusi tinggi terutama dari segi penerimaan premi. Penelitian ini bertujuan untuk mengetahui dan mendeskripsikan mengenai mekanisme kegiatan program 3i-Network oleh perusahaan dan nasabah, mendeskripsikan efektfitas program 3i-Network dan kontribusinya terhadap penerimaan premi perusahaan, peningkatan jumlah nasabah, serta keuntungan bagi agen, dan mengetahui hambatan yang dihadapi baik bagi agen maupun perusahaan. Penelitian ini menggunakan jenis penelitian deskriptif. Penelitian di lakukan di kantor PT. AJ CAR kota Malang. Jenis data yang digunakan adalah data primer dan data sekunder. Data primer diperoleh dari hasil wawancara, sedangkan data sekunder diperoleh dari dokumen yang dimiliki oleh PT. AJ CAR. Hasil penelitian ini menunjukkan bahwa mekanisme yang dilakukan agen dalam merekrut nasabah pada umum nya melalui pendekatan personal. Adapun sertifikasi agen yang merupakan hal penting akan difasilitasi oleh pihak perusahaan. Penelitian ini juga menunjukkan bahwa 3i-Network dianggap berhasil memberikan kontribusi tinggi terhadap penerimaan premi maupun peningkatan agen yang juga menjadi cara perusahaan memperluas jaringan pemasarannya. Hambatan yang dihadapi dalam pelaksanaannya yaitu masih kurangnya minat masyarakat terhadap produk produk asuransi. Saran penulis kepada PT. AJ CAR adalah (1) Mengadakan kegiatan seminar terbuka mengenai asuransi, (2) Meningkatkan intensitas Mass Marketing.
English Abstract
Insurance activities in Indonesia are considered to still need to increase their marketing, where the public interest is still considered minimal for insurance. In order to attract the attention and interest of the community, insurance service providers innovating in various ways which PT. AJ CAR created 3i-Network program. 3i-Network is a combination of 3 benefits offered by PT.AJ CAR, Investment, Insurance, and Income. By using a network marketing system, 3i-Network expected to be able to highly contribute, especially in terms of revenue. This study aims to find out and describe the mechanism of 3i-Network program activities by companies and agents, to describe the effectiveness of the 3i-Network program and its contribution to the receipt of company premiums, increase the number of customers, as well as benefits for agents, and also to identify obstacles faced by both agents and company. This study uses a type of descriptive research. The research was conducted at the PT. AJ CAR in Malang. The types of data used are primary data and secondary data. Primary data obtained from interviews, while secondary data obtained from documents owned by PT. AJ CAR. The results of this study indicate that the mechanism by agents in recruiting customers usually using personal approach. The agent certification which is an important matter will be facilitated by the company. This study also shows that 3i-Network is considered to have succeeded in contributing significantly in revenue and increasing agents which is also a way for companies to expand their marketing network. The obstacles faced in its implementation are the lack of public interest in insurance products. The author, therefore, gave suggestions to PT. AJ CAR. These involved ; (1) Hold an open seminar on insurance, (2) Increase the intensity of Mass Marketing
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/359/051906386 |
| Uncontrolled Keywords: | - |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 31 Oct 2020 06:21 |
| Last Modified: | 31 Oct 2020 06:21 |
| URI: | http://repository.ub.ac.id/id/eprint/172042 |
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