BA B I
PEN D A HU LLU AN
1.1 L at a r B el a k a n g S a a t ini p e r u s a h a a n as u r a n s i s a lin g b e rs a in g u n t u k m e n d a p a t k a n k o n s u m e n , p r o d us e n s e m a k i n k o m p e t it if u n t u k m e n a r ik p e r h a t ia n k o n s u m e n u n t u k d a p at m e m p e r t a h a n k a n k e b e r a d a a n n y a a g a r t et ap h id u p d an b e r k e m b a n g . D ila n s ir d ar i la m a n S W A , As o s ias i A s u r a n s i J i w a I n d o n e s ia m e n g a t a k a n t er ja d in y a p e r t u m b u h a n to ta l p e n d a p a t a n s e b es a r 1 8. 7 % y a n g t erd ir i d ari 5 9 d ar i 60 p e r u s a h a a n as u r a n s i y a n g t er g a b u n g d a la m A s o s as i A s u r a n s i J i w a I n d o n es ia. D e n g a n b e g it u m a k a d a p a t d is i m p u l k a n p e r u s a h a a n - p e r u s a h a a n as u r a n s i t e r us b e rs a in g d a n t u m b u h ( H a n a , 2 0 2 0 ). U n t u k d a p a t m e m p e r t a h a n k a n d a n m e n g e m b a n g k a n u s a h a n y a , p e n g u s a h as ala h s at u n y a h ar us m e m p e r h a t i k a n p e r ila k u k o n s u m e n . P e r ila k u k o n s u m e n a d a la h
k e g ia t a n k e g ia t a n in d iv id u y a n g s e c a r a la n g s u n g t er lib at d a la m m e n d a p a t k a n d a n m e n g g u n a k a n b a r a n g d a n jas a. D i I n d o n e s ia s u d a h b a n y a k p e r us a h a a n a s u r a n s i s w a s t a y a n g b e r m a in d a la m p as ar y a n g m e m b e r i k a n p e rt u m b u h a n d a n p a n g s a p as ar. K o n d is i in i m e m b e r i k a n p e la n g g a n s u a t u p ilih a n as u r a n s i d e n g a n p r o d u k - p r o d u k y a n g in o v a t if, h ar g a b e rs a in g d a n p e la y a n a n . D i la n s ir d a r i C N B C I n d o n e s ia t a h u n 2 0 1 9 m e n y e b u t k a n b a h w a p e r t u m b u h a n in d u s t r i as u r a n s i t e rb ila n g les u jik a d ib a n d i n g k a n d e n g a n
in d us t r i p e r b a n k a n . O to r it as J as a K e u a n g a n ( O J K ) m e n y e b u t d i t a h u n 2 0 1 8 , to ta l
p eny u mb an g uta m a b is nis as urans i, ya kn i b is nis p ro p erti d an ke nd araa n b er mo tor
m e n gala m i p enuru na n taja m ( A n anta, 201 9)
P ertu m b u ha n ind us tri as ura ns i y an g m e ng a la m i p erla m b ata n d ari tahu n ke tahu n
ya ng p ad a u m u m n ya terjad i d i ind ustri as ur ans i jiw a d an as ura ns i u m u m m a m p u tu m b u h
hing ga d i atas 10 p ers e n atau d oub le digit s etiap tah un. O toritas Jas a Ke uan ga n (O J K)
m e n y eb utk a n p ertu mb u ha n to tal pre m i ind us tri as urans i d i 20 1 8 ha ny a m a m p u me nc ap ai
an gka 9 p ers en. P ad aha l d i ta h u n-ta h u n s eb e lu m n y a an gka p ertu m b u ha n s ela lu d ou b le
digit. S e m e ntara it u, m ele m a h n y a p ertu m u h a n as ur a ns i teruta m a d i tahu n 2 0 1 8 d ia k ib atk a n
o leh ko nd is i e ko no m i g lo b al yan g p en u h ge jo la k. Ko nd is i ters eb ut s a ng at b erp an garu h
terh ad ap d u nia b is nis, ter m as uk as ura ns i. ( A A U I, 20 19)
D i Ind o nes ia s end iri, as ura ns i mas ih b elu m d ian gg ap s eb agai prod u k ya ng p enting .
K eb a ny aka n m as yarak at kura n g s ad ar aka n aka n as ura ns i. Untu k d ap at me ning ka tk a n
kes ad aran m as yarakat tentan g as urans i, ma ka d ip erlu ka n s uatu b entu k ke giata n p e mas ara n
ya ng d ap at me m p er m ud ah m as yarakat untu k m e m a ha m i as urans i.
P e m as aran jas a as urans i merup a ka n hal ya ng kritis d an ko mp leks ya n g ak a n
m e m p e n garu hi p erila ku p e mb eli. P ad a mas a s ek aran g, p erus ahaa n as urans i me ng had ap i
m as ala h trans is i d ari aktivitas p e mb e lian yan g d iras ak an me nu ju ke aktiv itas p e mas ara n
strategik terstruktur. W ik antari (20 1 4) d ala m p ap ern ya me n yeb utk an ba h w a kes elur uh a n
aktiv itas p e m as aran as urans i d ari s ud ut p and an g p ela ya na n d an me m ap arka n p er m as alah a n
serta p ers ain ga n yan g d ihad ap i p erus ahaa n -p erus ahaa n as ura ns i jiw a. P en ulis me n yajik a n
m e n ge nai ja lur d is trib us i yan g ma na p erus ahaa n as urans i har us me n go ptim a lka n p ad a us aha
-us aha p end is trib -us ia n.
U ntu k d ap at m e m e na ng ka n p ers ain g a n d an m e n gh as ilk a n p ro gr a m p e m as ara n ya n g
efe ktif d an efis ien m a ka ag e n-a g e n as ur ans i ya ng m en jad i u ju ng to mb ak d ari p erus a ha a n
as ura ns i m e m er lu ka n ke m a m p uan interp ers on a l co m m u n ica tion untu k d ap at
m e n y a m p aik a n p es a n yan g tep at kep ad a n as ab a h. M en ur ut Ko tler & K eller (20 12, h. 62 6)
p erso n al s ellin g ad ala h inter a ks i la n gs u n g d eng an s at u c alo n p e mb e li atau leb ih gun a
m e la ku ka n pres e ntas i, m en ja w ab p ertan y aa n d an me nerim a p es an an.
A n w ar, d k k (20 17) m en yatak an b ah w a d a la m p er us a ha a n s e kto r jas a as urans i istila h
b auran p e m as ara n b erb ed a p e m a ha m a n n ya d enga n p er us ah aa n b is nis s ekto r riil. Da la m
p erus a ha a n s ekto r jas a as urans i d ije las ka n 4 v ariab e l ters eb ut, p erta ma; pro d uk ad a la h
p erlind u n ga n ya ng d is ed ia ka n o le h le m b a ga as ur ans i. K ed u a; har ga ad a lah p re m i yan g
d ib ayark an o le h ko ns u m e n u ntu k m e mb eli p erlind un ga n p ad a le mb a ga as ura ns i, ketiga;
lo k as i ad a la h ka nto r p ela y a na n ya ng m ud a h d ijan g k au u ntu k me m b a yar p re m i d an
m e n gur us kla im ap ab ila res iko terjad i, d an kee m p at; p ro mo s i ad a la h ju m la h a ge n
p e m as ara n as urans i d an kua litas ny a.
S e la m a p ro s es k e p u t u s a n p e m b e l ia n , k o n s u m e n t id a k h a n y a s a m p a i p r o s es k o ns u m s i. K o n s u m e n a k a n m e la k u k a n p ro s es e v a lu a s i a lt e r n a t if p as c a p e m b e li a n t er h a d a p k o n s u m s i y a n g d ila k u k a n n y a. M e n u r u t S u m a r w a n ( 2 0 0 3 ) y a n g d ik u t ip o le h K h a ir u n is a, d k k, ( 2 0 1 7 ), h as il d ar i p r o s es e v a l u a s i p as c a k o n s u m s i a d a la h k o n s u m e n a k a n m e r a s a p u a s a t a u t id a k p u as t e r h a d a p k o n s u m s i s u at u p ro d u k y a n g d ila k u k a n n n y a .
K o ns u m e n a k an k e mb ali m e n g g u na ka n p ro d uk atau jas a ap ab ila ko ns u m e n meras a
p uas (S a n gad ji d an So p iah, 20 13, h. 1 81). Kep uas a n m er up a ka n s ifat ko ns u m e n b erup a s en an g
ya ng timb ul s ete la h me m b a nd in g ka n ant ara p res eps i ter had ap kinerja pro d uk atau jas a yan g
riil d en ga n kinerja p rod uk atau jas a yang d ih ar ap ka n. M e n ur ut Ko tler (d a la m S a ngd ji d an
S op ia h, 2 01 3 h. 1 81), “ Kep uas a n ad a la h s eja u h m a na s uat u tin g kat an p rod u k d i
pres eps ika n s es uai d eng an har ap a n p e mb eli”. Jika pro d uk atau jas a jau h d i b a wa h ken yataa n,
m a ka ak a n timb ul ras a k ec e w a d an ketid a k ing in an u nt u k me mb e li p ro d uk ya ng s a m a.
S eb alikn ya jika pro d u k atau jas a s es ua i d en ga n ke n yata a n atau leb ih, tim b u l ras a p uas d i
b enak ko ns u m e n d an aka n m e nd o ro n g ko ns u m e n m ela k uk a n p e mb elia n ula ng pro d uk atau
jas a ( K hair uns is a, d k k, 20 17).
P e m iliha n Light Ag enc y u nt uk d iteliti d ikare na ka n L ig ht A ge nc y ad ala h s a la h s at u
ka ntor Ag enc y ya ng me m ilik i ju m la h a ge n akt if s eb an y a k 5 0 L ea d er d an 20 0 age n. A ge n -
ag e n d ari Light A g e nc y s ec ara rutin s etiap tahu n ny a me nd ap atka n p en g h ar g aa n -
p eng harg aa n d ari P rud entia l Ind o nes ia s ep ert i P resid en t Ca bin et Clu b, Sta r Club, d a n
L ig ht A g e nc y me m ilik i ag en- a ge n ya ng m e m iliki s ertif ikas i M illion D olla r R ou nd T a bl e
( M D R T ), yaitu ag en ya ng s ud a h m e ng u m p u lka n pre m i s eju m la h lim a ratus d elap a n p ulu h
tiga juta R up ia h, b ah ka n s a lah s atu L ea d er L ig ht A ge nc y ad a p e m i m p in d ari ag e n- a ge n
b ers etifikat M D R T d i P rud entia l. De ng an b eg itu p ela ya na n y an g d ib er ika n o leh a ge n -a g e n
L ig ht Ag enc y kep ad a p ara nas ab a h d ian g gap m a m p u m e w ak ili sta n da rt p ela ya na n
ko ns u m e n P rud e ntia l Ind o nes ia. D en ga n p en g h ar g aa n-p e n g har g a an y an g d id ap at ka n o le h
L ig ht A ge nc y, d is imp ulka n a g en -a g e n L ig ht Ag enc y ma m p u me n arik nas ab a h u ntu k
1.2 Ru m u sa n M a sa l a h
B erd as ark a n latar b elak a n g ya ng telah d ije las ka n d i atas, ru m us an m as ala h
d ala m p en e lit ia n ini ad a la h p e n gar u h in terp erson al co m m u n ica tion a ge n Light
A g enc y P rud e ntial terh ad ap k ep utus a n n as ab a h me m b e li p ro d uk as urans i
P rud ential.
M a k a d ari itu, ru m us an m as ala h d ari p ene litia n ini ya ng ak a n d ib ahas leb ih
lan jut ad ala h s eb er ap a b es ar p eng aru h ya ng d ihas ilka n d ari in terp er son a l
co m m u n ica tion Light A ge nc y P rud e ntia l terhad ap kep ut us a n nas ab ah m e mb e li
pro d uk as ura ns i P rud entia l.
1.3 P ert a n y a a n P en el i t ia n 1) A p a k a h p e n g a r u h a n t a r a in t e r p e r s o n a l c o m m u n i c a t i o n t e r h a d a p k e p u t us a n p e m b e li a n n as a b a h L i g h t A g e n c y 2) S e b e r a p a b es ar p e n g a r u h a n t a r a in t er p e r s on a l c o m m u n i c a t i o n y a n g d ila k u k a n t e r h a d a p k e p u t u s a n p e m b e l ia n n a s a b a h L i g h t A g e n c y 1.4 T u j u a n P en el i t ia n
T ujua n melak u kan p ene litia n ini ad ala h:
1) M e n g e t a h u i p e n g a r u h y a n g d ih a s il k a n d a r i p e n g g u n a a n i n t e r p e r s o n a l c o m m u n i c a t i o n o le h L i g h t A g e n c y t e r h a d a p k e p u a s a n n a s ab a h m e m il ih p r o d u k as u r a n s i P r u d e n t ia l. 2) M e n g u k u r b e r a p a b es a r p e n g a r u h y a n g d ih a s ilk a n d a r i i n t e r p e r s o n a l c o m m u n i c a t i o n y a n g d ila k u k a n o le h a g e n L i g h t A g e n c y t e r h a d a p k e p u t us a n p e m b e li a n
1.5.1 M a n f a a t A k a d e m i s
P ene litia n ini d iharap ka n d ap at me m b erika n p engeta hu an s ek alig us
m e m b er ika n info r m as i terka it ko m u nikas i interp erso na l yan g d ilak u kan d ap at
m e ni mb ulka n p en garu h terhad ap kep utus an p e mb e lian nas ab ah.
1.5.2 M a n f a a t P ra k ti s
M e m b a ntu P r ud e ntial I nd o n es ia d ala m m e n g eta h ui p en garu h d an tin g kat
efektifitas d ari interp erson a l co m m u n ica tion yan g d ig u na ka n. S ela in itu
p enelitia n ini d iharap ka n d ap at me mb er ik an info r m as i ta mb ah an ter ka it s trategi
