Pengaruh Strategi Komunikasi Financial Consultant PT. Allianz Life Indonesia Terhadap Minat Beli Nasabah

Authors

  • Aditya Eka Putra LSPR Jakarta

DOI:

https://doi.org/10.21111/ettisal.v4i1.3071

Keywords:

Penjualan Personal, Komunikasi, Strategi Promosi, Komunikator, Keputusan Konsumen, Personal Selling, Communication, Promotion Strategy, Communicator, Consumer Decision.

Abstract

AbstrakTujuan penulisan ini, adalah untuk mengetahui pengaruh promosi yang dilakukan oleh seorang Financial Consultant terhadap minat beli calon nasabah asuransi dan pengaruh penggunaan media promosi oleh Financial Consultant terhadap peningkatan minat beli calon nasabah. Jenis penelitian menggunakan metode survei termasuk penelitian explanatory. Lokasi penelitiannya adalah Asuransi PT. Allianz Life Indonesia. Pengambilan data berupa angket (kuesioner). Populasi adalah seluruh calon nasabah PT. Allianz Life Indonesia pada area kota Malang yang diprospek oleh Financial Consultant, dalam satu bulan sekitar 600 orang dan diambil sampel 10% dari populasi sehingga berjumlah 60 responden. Dilakukan uji instrument berupa validitas dan reliabilitas, dan analisa data menggunakan analisa regresi linier sederhana. Berdasarkan hasil dari analisis dan pembahasan diperoleh kesimpulan: (1) Terdapat pengaruh signifikan variabel bebas Financial Consultant Sebagai Komunikator terhadap variabel terikat Minat Beli Calon Nasabah di PT. Allianz Life Indonesia yang berada di kota Malang, karena diperoleh nilai signifikansi dari thitung < 0,05. (2) Terdapat pengaruh signifikan variabel bebas Media Promosi terhadap variabel terikat Peningkatan Minat Beli Calon Nasabah di PT. Allianz Life Indonesia Area kota Malang, karena diperoleh nilai signifikansi dari thitung < 0,05.  AbstractThe purpose of this writing is to know the influence of promotion conducted by a financial consultant to the interest of buying prospective customers insurance and the influence of promotion media usage by Financial Consultant on the increasing of buy interest of customer. Type of research using survey method including explanatory research. The location of the research is prospective customer of PT. Allianz Life Indonesia, especially those located in Malang City Area - East Java. Taking data in the form of a questionnaire. This population is all prospective customers of PT. Allianz Life Indonesia, with the limitation of the research location, it is only done in the area of Malang city, prospected by Financial Consultant, in one month about 600 people and sampled 10% of the population so that there are 60 respondents. Performed test instrument in the form of validity and reliability, and data analysis using simple regression analysis. Based on the results of the analysis and discussion obtained conclusion: (1) There is significant influence of independent variables Financial Consultant as Communicator PT. Allianz Life Indonesia Malang city area to the dependent variable Buying Iinterest Candidate Ccustomers, as obtained value significance of t count <0.05. (2) There is significant influence of independent variable Media Promotion PT. Allianz Life Indonesia especially those located in Malang City Area to the dependent variable Increase Buying Interest Candidate Customers, as obtained value significance of t count <0.05.  

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Published

2019-06-29

Issue

Vol. 4 No. 1 (2019): ETTISAL Journal of Communication

Section

Articles

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