PERSUASIVE COMMUNICATION STRATEGY OF PT ASURANSI UMUM BUMIDA 1967 PEKANBARU BRANCH AGENTS IN IMPROVING CUSTOMER DECISIONS

Abstract

This study analyzes the persuasive communication strategies of agents at PT Asuransi Umum Bumiputera Muda 1967 (Bumida) Pekanbaru Branch in increasing customer product purchasing decisions. The method used is descriptive qualitative, with data collection techniques including interviews, observation, and documentation. Agents employ a psychodynamic strategy approach by instilling fear and anxiety in customers. Using a sociocultural strategy approach, they persuade those closest to them. Using the meaning construction strategy approach, agents use umbrella terms to define protection. There are two customer characteristics: active and passive customers. The persuasive message is defined as the product benefits and proof of claims. The agents choose media through direct communication, WhatsApp, and brochures. Thus, this study contributes to the study of persuasive communication by understanding how psychodynamic, sociocultural, and meaning construction strategies are integrated into insurance marketing practices.

Keywords: Persuasive Communication Strategy, Insurance Agent, Customer