ANALYSIS OF THE USE PERSONAL SELLING AND ADVERTISING TECHNIQUES IN INSURANCE POLICY SALES AT PT ASURANSI UMUM BUMIDA 1967 MARTAPURA BRANCH

Authors

  • Fitriani UIN Antasari Banjarmasin
  • Muhammad Qamaruddin Antasari State Islamic University
  • Ilham Akbar Antasari State Islamic University

DOI:

https://doi.org/10.18592/ajieb.v4i1.18723

Keywords:

Personal Selling, Advertising, Policy Sales, Marketing Strategy, Insurance Company

Abstract

This study is motivated by the intense competition among general insurance companies in Indonesia, which requires effective marketing strategies to attract and retain customers. PT Asuransi Umum Bumida 1967 Martapura Branch applies various techniques to increase policy sales, particularly through personal selling and advertising. This study aims to analyze the implementation of these techniques in the marketing of insurance policies. This research is a field study using a qualitative descriptive approach. The data were collected through interviews and documentation involving key informants consisting of the branch head, deputy agency, and marketing staff. The data analysis technique includes editing, classification, verification, and drawing conclusions. The results of this study indicate that personal selling serves as the main strategy in insurance marketing, as it allows direct interaction between agents and potential customers, builds trust, and increases the likelihood of purchase decisions. Meanwhile, advertising supports this effort by creating brand awareness and disseminating product information through print, digital, and outdoor media. The combination of both strategies proves effective in strengthening the company’s image and expanding its customer base. The study suggests that agents should continuously improve communication and persuasive skills, while the company should optimize educational and informative advertising content to achieve sustainable marketing outcomes.

References

Alma, Buchari. (2018). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: CV Alfabeta.

Asmara, G & Aslami, N. (2021). Pengaruh Proses Komunikasi Pemasaran Produk Asuransi Terhadap Minat Beli Calon Nasabah Asuransi. Jurnal Ilmu Ekonomi dan Bisnis Islam (JIEBI), 13(2), 152-153.

Assauri, Sofjan. (2017). Manajemen Pemasaran: Dasar, Konsep, dan Strategi. Jakarta: PT Raja Grafindo Persada.

Bungin, Burhan. (2017). Metodologi Penelitian Kualitatif: Aktualisasi Metodologis ke Arah Ragam Varian Kontemporer. Depok: Rajawali Pers.

Creswell, John W. (2014). Penelitian Kualitatif & Desain Riset: Memilih di Antara Lima Pendekatan. Yogyakarta: Pustaka Pelajar.

Hafifah. (2023). Analisis Personal Selling Dalam Meningkatkan Penjualan Polis Asuransi Pada PT Amala Abdi Jaya (Prudential Life Assurance). Skripsi. Banjarmasin: Universitas Islam Negeri Antasari Banjarmasin.

Hermawan, Agus. (2012). Komunikasi Pemasaran. Jakarta: Erlangga.

Kotler, P & Keller, K. (2016). Marketing Management (Global Edition). Pearson Education Limited.

Moleong, Lexy J. (2018). Metodologi Penelitian Kualitatif. Bandung: PT Remaja Rosdakarya.

Nadia, Rizka. (2023). Strategi Bauran Promosi Asuransi PT Prudential Life Assurance Kampung Melayu Cabang Banjarmasin. Skripsi. Banjarmasin: Universitas Islam Negeri Antasari Banjarmasin.

Sakinah, Yusrizal. (2023). Strategi Promosi Produk Asuransi Jiwa Di PT Prudential Syariah Cabang Binjai. Jurnal Ilmiah Ekonomi dan Bisnis, 11(1), 1019.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV Alfabeta.

Sunyoto, Danang. (2015). Perilaku Konsumen dan Pemasaran. Yogyakarta: CAPS (Center for Academic Publishing Service).

Suryani, Tatik. (2013). Perilaku Konsumen Di Era Internet Implikasinya Pada Strategi Pemasaran. Yogyakarta: Graha Ilmu.

Tjiptono, Fandy. (2008). Strategi Pemasaran. Yogyakarta: Andi.

Umar, Husein. (2005). Riset Pemasaran dan Perilaku Konsumen. Jakarta: PT Gramedia Pustaka Utama.

Wahyundari, Yusrizal, & Nurwani. (2024). Pengaruh Personal Selling Dan Advertising Terhadap Penjualan Polis Asuransi (Studi Pada Bumida Cabang Medan). Jurnal Inovasi Bisnis Indonesia (JIBI), 2(1), 50.

Published

2026-07-19

How to Cite

Fitriani, Qamaruddin, M. ., & Akbar , I. . (2026). ANALYSIS OF THE USE PERSONAL SELLING AND ADVERTISING TECHNIQUES IN INSURANCE POLICY SALES AT PT ASURANSI UMUM BUMIDA 1967 MARTAPURA BRANCH. Asian Journal of Islamic Economics and Business, 4(1). https://doi.org/10.18592/ajieb.v4i1.18723

Issue

Vol. 4 No. 1 (2026)

Section

Articles

License

Copyright (c) 2025 Fitriani, Muhammad Qamaruddin, Ilham Akbar

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.