Strategi Pemasaran dalam Peningkatan Penjualan Produk Jasa Asuransi pada PT Bank Bank Danamon Regional Medan

Abstract

This study aims to determine how marketing strategies in increasing the sales of insurance products at PT Bank Danamon Regional Medan . 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 is to describe and interpret the data that has been obtained from the field and interviews with informants who had been determined in advance . Data obtained from interviews and documentation collected , compiled and analyzed in order to find how the marketing strategy in increasing sales at PT Bank Danamon city of Medan and problem-solving solutions as discussed . The results of this study indicate that the marketing strategy adopted by Bank Danamon has the commitment and consistency in accordance with government regulations . This can be seen where the company can not arbitrarily apply the price of insurance products . PT Bank Danamon in implementing marketing strategies in increasing the sales of insurance products related to the lack of human resources ( agents ) , as well as the dynamics of the mindset and perceptions related to the importance of insurance needs are influenced by social life.