Analisis Kebijakan Marketing Mix dalam Upaya Meningkatkan Volume Penjualan Produk Jasa Asuransi (Studi Pada AJB Bumiputera Cabang Kisaran)

Abstract

Growing insurance companies in Indonesia, marked by numerous foreign insurance markets its products in Indonesia cause needs creativity to attract the public's attention as prospective policyholders . In the modern paradigm takes a few elements that are accumulated and synergized marketing into the marketing mix , as one of the key success of a company to maintain the continuity and stability of the company in an increasingly competitive business competition . To the authors are interested in researching AJB Bumiputera as national insurance and oldest life insurance companies in Indonesia to compete in the increasingly competitive world of insurance with local insurers and foreign insurers in marketing their products . This study aims to determine how the marketing mix policies on AJB Bumiputera branch Kisaran increasing sales volume and to know the problems in the application of the marketing mix policies on AJB Bumiputera branch Kisaran . Forms of research used in this study was a descriptive study with a qualitative approach , in which data collection techniques based on interviews , documentation , and literature . The data analysis technique used is descriptive data analysis by outlining the policy description Marketing mix , the level of product sales obtained through interviews with the branch manager and supervisor AJB Bumiputera Kisaran and field observations . Then interpret the data that have been obtained from observations and interviews , thus providing complete information for solving those problems . Based on the results of the study and continued to analyze the data obtained in the field , marketing mix policies adopted by AJB Bumiputera Kisaran good enough to offer products tailored to the needs of the community and to provide optimum service to policyholders through an agent system with consideration of the effectiveness and cost efficiency . Nevertheless marketing mix policies that do not systematically organized and promotion strategies of the company is still considered creative because only focused on the concept of personal selling and events that are momentum .