Teresa, Gratiana May (2023) STRATEGI MARKETING MIX PADA PRODUK ASURANSI AURORA PLUS PT ASURANSI BRI LIFE. D3 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
The purpose of preparing this Final Project is to find out the Marketing Mix Strategy on Aurora Plus Insurance Product by PT Asuransi Jiwa BRI Life. The variables in this study are broken down into seven indicators which are product, price, place, promotion, people, process, and physical evidence in order to make it easier to describe the marketing mix strategy at PT Asuransi BRI Life. The writing method used is a descriptive qualitative method. The type of data used is primary data obtained directly from managers and staff of the Marketing, Sales Program and Activation Department in the Head of Banca division. Then, for secondary data the author obtained through books, scientific journals, companies, and other online sources from the internet. Collecting data in this Final Project uses interviews, observation, and secondary data documentation. The results of this final project explain that marketing mix strategy for the Aurora Plus insurance product implemented by PT Asuransi BRI Life it is holistically good, according to the concept of marketing mix strategy existing and according to insurance marketing requirements in SEOJK Nomor 19/SEOJK.05/2020 concerning Insurance Product Marketing Channels. However, PT Asuransi BRI Life needs to add promotional tools and not be limited to relying on agents to reach more customers which has an impact on increasing sales.
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | Tujuan dari penyusunan Tugas Akhir ini adalah untuk mengetahui Strategi Marketing Mix pada Produk Asuransi Aurora Plus PT Asuransi BRI Life. Variabel dalam penelitian ini diuraikan menjadi tujuh indikator yaitu product, price, place, promotion, people, process, dan physical evidence agar dapat mempermudah menggambarkan strategi marketing mix pada PT Asuransi BRI Life. Metode penulisan yang digunakan adalah metode deskriptif kualitatif. Jenis data yang digunakan adalah data primer yang didapat langsung dari manajer dan staff Marketing, Sales Program, and Activation Department pada divisi Head of Banca. Kemudian, untuk data sekunder didapatkan penulis melalui buku, jurnal ilmiah, perusahaan, serta sumber online lainnya dari internet. Pengumpulan data dalam Tugas Akhir ini menggunakan wawancara, observasi, dan dokumentasi data sekunder. Hasil Tugas Akhir ini memaparkan bahwa strategi marketing mix untuk produk asuransi Aurora Plus yang diimplementasikan oleh PT Asuransi BRI Life secara holistik sudah baik, sesuai konsep teori strategi marketing mix yang ada dan sesuai syarat pemasaran asuransi pada SEOJK Nomor 19/SEOJK.05/2020 tentang Saluran Pemasaran Produk Asuransi. Namun, PT Asuransi BRI Life perlu menambah alat promosi dan tidak terbatas mengandalkan agen agar menjangkau nasabah lebih banyak yang berdampak pada peningkatan penjualan. | |||||||||
| Uncontrolled Keywords: | Marketing Mix, Insurance, and Increase in Sales Marketing Mix, Asuransi, Peningkatan Penjualan | |||||||||
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > H Social Sciences (General) |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing |
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| Depositing User: | Ms. Gratiana May Teresa Sinurat | |||||||||
| Date Deposited: | 23 Jun 2025 01:11 | |||||||||
| Last Modified: | 23 Jun 2025 01:11 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/49751 |
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