Desy Natalia Verawati Silaban, . (2025) INJAUAN PEMASARAN MELALUI DISTRIBUSI BANCASSURANCE DALAM MENAWARKAN PRODUK ASURANSI PT BNI LIFE INSURANCE. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The writing of this final project aims to analyze the marketing strategy through Bancassurance distribution applied by PT BNI Life Insurance in offering insurance products. This research uses a descriptive qualitative method, in which the author describes events, phenomena, and data that are analyzed non-statistically. The data used consisted of primary and secondary data, which were collected through interviews, observations, and documentation of the annual report of PT BNI Life Insurance. The results showed that the Bancassurance method is a marketing strategy carried out by insurance companies in collaboration with banks, namely PT Bank Negara Indonesia (Persero) Tbk, as partners in distributing insurance products. By utilizing the infrastructure and number of banking customers, this method is a potential force in significantly expanding the reach of the insurance market. The relevance of Bancassurance as a distribution channel is underscored by its inherent focus on banking customers, who are the primary target demographic for insurance products. The demonstrated success of this method in delivering positive results for PT BNI Life Insurance positions it as a long-term strategic priority that serves as the cornerstone of the company's marketing efforts.
| Item Type: | Thesis (Tugas Akhir) |
|---|---|
| Additional Information: | [No. Panggil: 2210101043] [Pembimbing: Diana Tri Wardhani] [Penguji 1: Ranila Suciati] [Ketua Penguji: Subur] |
| Uncontrolled Keywords: | Marketing Strategy, Bancassurance, Insurance |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HG Finance |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) |
| Depositing User: | DESY NATALIA VERAWATI SILABAN |
| Date Deposited: | 02 Sep 2025 03:15 |
| Last Modified: | 02 Sep 2025 04:47 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38677 |
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