Analisis Strategi Agen Asuransi dalam Meningkatkan Penjualan Polis melalui Pemanfaatan Platform Digital (PT Prudential Prestasi Agency Medan)

Abstract

This study analyzes insurance agents' strategies to increase policy sales via digital platforms at PT Prudential Prestasi Agency Medan. Using a descriptive qualitative approach, data were gathered from multi-level informants (2 managerial and 13 active agents) and analyzed using the 7P Services Marketing Mix, Technology Acceptance Model (TAM), and IFE, EFE, and IE matrices. Findings reveal an IFE score of 2.38 (moderate), with key strength in PRUForce e-SPAJ efficiency, but hindered by low digital literacy and agent confidence. An EFE score of 2.57 (moderate-high) reflects strong social media penetration opportunities despite premium price competition threats. The agency falls into Quadrant V of the IE Matrix (Hold and Maintain). Recommended strategies include market penetration by enhancing digital platform ease of use and limited product development focused on educating sharia policy value. The implementation of this strategy is expected to enhance agents' digital competencies, expand the reach to prospective customers, build trust, and improve the effectiveness and sustainability of policy sales via digital platforms.