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PT. A S U R A N S I W A H A N A T A T A C A B A N G P A L E M B A N G

S K R I P S I

O L E H :

Nnma : Y U L I S T I N A

NIM : 21.2007.220. K

U N I V E R S I T A S M U H A M M A D I Y A H P A L E M B A N G

F A K U L T A S E K O N O M I

2011

S T R A T E G I P E M A S A R A N J A S A A S U R A N S I U N T U K M E N I N G K A T K A N P E N J U A L A N P O L I S PADA

PT. A S U R A N S I W A H A N A T A T A C A B A N G P A L E M B A N G

S K R I P S I

Untuk Memenuhi Salah Satu Persyaratan

Memperoleh Gelar Sarjana Ekonomi

O L E H :

Nama : Y U L I S T I N A

NIM : 21.2007.220. K

U N I V E R S I T A S M U H A M M A D I Y A H P A L E M B A N G

F A K U L T A S E K O N O M I

2011

P E R N Y A T A A N B E B A S P L A G I A T

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M e n y a t a k a n b a h w a s k r i p s i I n i t e i a h d i t u l i s s e n d i r i d e n g a n s u n g g u h - s u n g g u h d a n

t i d a k a d a b a g i a n y a n g m e r u p a k a n p c n j i p t a k a n k a r y a o r a n g l a i n .

A p a b i l a d i k e m u d i a n h a r i t e r b u k t i b a h w a p e m y a t a a n i n i t i d a k b c n a r , m a k a s a y a

s a n g g u p m e n e r i m a s a n k s i b c r u p a p c m b a t a l a n s k r i p s i d a n s e g a l a k o n s e k u e n s i n y a .

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: S T R A T E G I B A U R A N P E M A S A R A N JASA A S U R A N S I U N T U K M E N I N G K A T K A N P E N J U A L A N POLIS PADA PT. A S U R A N S I WAHANA T A T A C A B A N G P A L E M B A N G

: Yulistina ; 21.2007.220. K : Ekonomi : Manajemen : Manajemen Pemasaran

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m e m b e r i k a n r a h m a t d a n h i d a y a n y a s e h i n g g a p e n u l i s d a p a t m e n y e l e s a i k a n s k r i p s i

i n i y a n g b e r j u d u l " S t r a t e g i B a u r a n P e m a s a r a n J a s a A n s u r a n s i U n t u k

M e n i n g k a t k a n P e n j u a l a n P o l i s P a d a P T . W a h a n a T a t a C a b a n g P a l e m b a n g " .

P T . W a h a n a T a t a C a b a n g P a l e m b a n g , b c r l o k a s i d i j a l a n K.0I. H . B u r l i S a n

No. 173 K . m . 5 , P a l c m b a n g . P e r u s a h a a n i n i b c r g c r a k d i b i d a n g a n s u r a n s i u m u m ,

a n s u r a n s i k c b a k a r a n , a n s u r a n s i k e n d a r a a n b e r m o t o r . a n s u r a n s i k e c e l a k a a n d i r i ,

a n s u r a n s i u a n g , a n s u r a n s i p e n g a n g k u t a n , a n s u r a n s i r e k a y a s a , costomn bond, d a n

k o n t r a k a n s u r a n s i . U n t u k k e p c r l u a n s e n d i r i m a u p u n p i h a k l a i n d a n m e m b e r i k a n

j a s a - j a s a a n s u r a n s i d a l a m b i d a n g y a n g a d a h u b u n g a n y a d e n g a n b a r a n g - b a r a n g

y a n g d i a n s u r a n s i k a n .

M a k a p e n u l i s t c r t a r i k m c l a k u k a n p e n e l i t i a n y a n g b e r j u d u l " S t r a t e g i

B a u r a n P e m a s a r a n J a s a A n s u r a n s i U n t u k M e n i n g k a t k a n P e n j u a l a n P o l i s P a d a ? T .

W a h a n a T a t a C a b a n g P a l e m b a n g " . D a l a m p e n u l i s a n n y a , p e n e l i t i a n i n i t e r b a g i

m e n j a d i 5 B a b b e r t u r u t - t u r u t , y a i t u P e n d a h u l u a n , K a j i a n P u s t a k a , M e t o d e

P e n e l i t i a n , H a s i l p c m b a h a s a n d a n a n a l i s i s , s e r t a S i m p u l a n d a n s a r a n .

U c a p a n t e r i m a k a s i h , p e n u l i s s a m p a i k a n k e d u a o r a n g t u a k u d a n s a u d a r a -

s a u d a r a k u y a n g t e l a h b a n y a k m e m a n t u , d a l a m p e n y e l e s a i a n s k r i p s i i n i b a i k s e c a r a

l a n g s u n g m a u p u n l i d a k l a n g s u n g . P e n u l i s b j u g a m e n g u c a p k a n t e r i m a k a s i h

k e p a d a I b u A m i z a N i l a w a l i , S E . M M y a n g t e l a h m e m b i m b i n g s e r t a m e m b e r i

p c n g a r a h a n d a n s a r a n d e n g a n t u l u s d a n i k i i l a s d a l a m p c n u l i s a n s k r i p s i i n i . S e l a i n

i t u d i s a m p a i k a n j u g a u c a p r . n t e r i m a k a s i h k e p a d a p i h a k - p i h a k y a n g t c l a h

m e m b e r i k a n i z i n d a n m c m b a n t u p e n u l i s d a l a m m e n y e l e s a i k a n s t u d i d i F a k u l t a s

E k o n o m i U n i v c r s i t a s M u h a m m a d i y a h P a l e m b a n g :

1 . T e r i m a k a s i h k e p a d a B a p a k H . M I d r i s , S E , M . S i . s e l a k u R e k t o r U n i v c r s i t a s

M u h a m m a d i y a h P a l e m b a n g

2 . K e p a d a B a p a k D r s . H R o s y a d i M M s e l a k u D e k a n F a k u l t a s E k o n o m i

U n i v c r s i t a s M u h a m m a d i y a h P a l e m b a n g b e r s e r t a s t a f d a n k a r y a w a n m a u p u n

k a r y a w a l i .

3 . K e p a d a B a p a k M i z a n S E , M S i , A k s e l a k u K c l u a P e n g e l o l a K e l a s R e g u l c " C

F a k u l t a s E k o n o m i U n i v c r s i t a s M u h a m m a d i y a h P a l e m b a n g

4 . K e p a d a I b u H j . K h o l i l a h S E , M S i s c l a k u S e k r c t a r i s P e n g e l o l a K e l a s R e g u l e r

C F a k u l t a s E k o n o m i U n i v c r s i t a s M u h a m m a d i y a h P a l e m b a n g

5 . B a p a k - b a p a k d a n i b u - i b u d o s e n d a n s t a f k a r y a w a n F a k u l t a s E k o n o m i

U n i v c r s i t a s M u h a m m a d i y a h P a l e m b a n g .

6 . T e i n a n - t e m a n k u l i a k u d a n d i P e m d a O g a n I l i r N o v i , R i n i , V i t a , Y o s i , H e n d r i k

, S i b h a n d a n J a n a , M e g a , M e n i k , M e i t a , M e i i , T a i l , I v a y a n g t e l a h m e m b e r i

s e m a g a t d a n m c m b a n t u d a l a m p e n y e l e s a i a n s k r i p s i i n i .

7 . T e m a n - t e m a n K K N ' a n g k a t a n 4 5 " p o s k o 0 7 D e s a P i n a n g B a n j a r K e c . S u n g a i

L i l i n K a b u p a t e n M U B A . S a n t i , i n i l y k e , a r i s , y u l i a , r i m a n , y o s i , d a n rini.

T e r i m a k a s i h j u g a D P L s e r t a b a p a k / i b u K a d e s d a n P e r a n g k a t d e s a . M b a h y a n g

t c l a h m e n j a d i p e n g g a n t i o r a n g t u a d a n t e m a n p a d a s a a t k a m i d i s a n a

8 . T e r i m a k a s i h b a n y a k k e p a d a s e m u a p i h a k y a n g t c l a h b a n y a k m c m b a n t u

p e n u l i s d a l a m p e n e l i t i a n i n i y a n g t i d a k d a p a t s a y a s e b u t k a n s a t u p e r s a t u d i

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A k h i m y a P e n u l i s m e n d o a a k a n s e m o g a A l l a h S W T m e m b a l a s k e b a i k a n

B a p a k / I b u / S a h a b a t y a n g t c l a h m a c m b a n t u p e n u l i s d e n g a n t u l u s I k l h l a s . H a r a p a n

p e n u l i s m u d a h - m u t l a h a n s k r i p s i i n i m e m b e r i k a n m a n f a a t b a g i k i l a s e m u a .

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H A L A M A N J U D U L ii

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H A L A M A N P E N G E S A H A N S K R I P S I iv

H A L A M A N P E R S E M B A H A N DAN M O T T O v

H A L A M A N P R A K A R T A vi

H A L A M A N D A F T A R ISI vii

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H A L A M A N D A F T A R L A M P I R A N xiii

A B S T R A K xiv

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B . R u m u s a n M a s a l a h 3

C . T u j u a n P e n e l i t i a n 3

D . M a n f a a t P e n e l i t i a n 4

B A B 11 K A J I A N P U S T A K A

A . P e n e l i t i a n S e b e l u m n y a 5

B . L a n d a s a n T e o r i 7

1 . P e n g e r t i a n P e m a s a r a n 7

2 . K o n s e p P e m a s a r a n 9

3 . P e m a s a r a n J a s a 1 0

4 . B a u r a n P e m a s a r a n 1 1

5 . S t r a t e g i P e m a s a r a n J a s a 2 4

B A B I I I M E T O D E P E N E L I T I A N

A . J e n i s P e n e l i t i a n 3 0

B . T e m p a t P e n e l i t i a n 3 0

C . O p e r a s i o n a l i s a s i V a r i a b e l 3 0

D . D a t a Y a n g D i g u n a k a n 3 3

F . . T e k n i k P e n g u m p u l a n D a t a 3 3

F . A n a l i s i s D a t a D a n T e k n i k A n a l i s i s 3 4

B A B I V H A S I L P E N E L I T I A N DAN P E M B A H A S A N

A . H a s i l P e n e l i t i a n 3 5

1 . G a m b a r a n u m u m p e r u s a h a a n 3 5

2 . S t r u k t u r O r g a n i s a s i 3 8

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1 . S t r a t e g i P r o d u k [Product) 5 0

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3 . S t r a t e g i P r o m o s i [Promotion) 5 3

4 . S t r a t e g i O r a n g [People) 5 4

5 . S t r a t e g i O r a n g ( P e o / j / e ) 5 4

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d a r i T e m p a t P e n e l i t i a n

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P e r k e m b a n g a n d u n i a u s a h a d e w a s a i n i d i f a n d a i d e n g a n a d a n y ; p e r s a i n g a n

y a n g k e t a t , b a i k d a l a m b e n t u k p e r s a i n g a n h a r g a , k u a l i t a s p e k e r j a a n , s a m p a i p a d a

p e r s a i n g a n p e l a y a n a n . U n t u k i t u p e r u s a h a a n j a s a , p e r u s a h a a n d a g a n g a t a u p e r u s a h a a n

i n d u s t r i , d a l a m u p a y a m e n c a p a i t u j u a n p e m s a h a a n d i t u n t u t u n t u k m e n g e l o l a s e c a r a

e f e k l i f d a n c f i s i e n , d e n g a n m c l a k s a n a k a n k e g i a t a n u s a h a n y a d i s e g a l a s e k l o r s e c a r a

p r o f c s i o n a l . A i l i n y a d a l a m m e n c a p a i t u j u a n l e r s c b u t p c r l u u s a h a - u s a h a p e m b a n g u n a n

j a n g k a p c n d c k , j a n g k a m e n e n g a h d a n j a n g k a p a n j a n g . S e t i a p u s a h a - u s a h a

p e m b a n g u n a n a d a l a h b c i l u j u a n u n t u k m e n i n g k a t k a n k e s e j a h l e r a a n h i d u p m a s y a r a k a t

s e r t a s e r t a m e l c t a k k a n l a n d a s a n y a n g k u a t u n l u k p e m b a n g u n a n t a h a p b e r i k u t n y a .

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m e n i n g k a t k a n p r o d u k s i b a r a n g d a n j a s a y a n g d i t a w a r k a n p a d a m a s y a r a k a t b e r a r t i

m a s y a r a k a t d a p a t m e m i l i h p r o d u k - p r o d u k y a n g d a p a t m e m e n u h i k e b u t u h a n n y a ,

k e m u d i a n k c m a j u a n i l m u p c n g e t a h u a n d a n t e k n o l o g i d a p a t m e n d o r o n g m a s y a r a k a t

d a l a m m e m e n u h i k e b u t u h a n n y a l e b i h b a n y a k l a g i s e r t a b e r a n e k a r a g a m j e n i s n y a

S a l a h s a t u b i d a n g u s a h a y a n g d i j a l a n k a n o l e h p e r u s a h a a n y a n g b e r g e r a k d i

b i d a n g j a s a y a n g m e m p u n y a i a d i l d a n i k u t m e m c g a n g p e r a n p e n t i n g s e b a g a i s a l a h

s a t u s a r a n a p e n g e m b a n g a n p e r e k o n o m i a r a d a l a h p e m s a h a a n a s u r a n s i . P e m s a h a a n

a s u r a n s i i k u t b e i p e r a n d a l a m u s a h a t u m t m e n d o r o n g k e b i a s a a n m a s y a r a k a t u n t u k

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m e n a b u n g j u g a m e m b a n l u m e n y e d i a k a n l a p a n g a n k e r j a .

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p c n a n g g u n g y a i t u p e i t i s a h a a n a s u r a n s i y a n g m a s i n g - m a s i n g m e m p u n y a i h a k d a n

k e w a j i b a n , p c n a n g g u n g w a j i b m e n a n g g u n g r e s i k o d a r i l e r t a n g g u n g a p a b i l a t e r a d i

s u a t u r e s i k o . J a d i a s u r a n s i m c n a p a k a n s u a t u k e g i a t a n m e n a g g u n g r e s i k o y a n g d a p a t

d i t i m b u l k a n o l e h m a c a m - m a c a m s c b a b a l a m i a t a u m a n u s i a w i ,

D i S u m a l e r a S e l a t a n k h u s u s n y a k o l a P a l e m b a n g p e r u s a h a a n y a n g b e r g e r a k

D i b i d a n g J a s a A s u r a n s i U m u m a n t a r a l a i n P T . A s u r a n s i W a h a n a T a t a , P T . J a s a

R a h a r j a P u t e r a , P T . A s t r a B u a n a , P T . B u m i p u t e r a M u d a 1 9 6 7 , P T . B a n g u n A s k r i d a ,

P T . B e r d i k a r i I n s u r a n c e C o m p a n y . P T . B u a n a I n d e p e n d c n . P T A s u r a n s i I n d o n e s i a ,

A s u r a n s i R a m a y a n a , P T . A s u r a n s i T r i p i i a k a d a n m a s i h b a n y a k a s u r a n s i u m u m

l a i n n y a . D e n g a n b a n y a k n y a p e r u s a h a a n a s u r a n s i y a n g b e r o p e r a s i d i w i l a y a h S u m a l e r a

S e l a t a n i n i s e c a r a o t o m a t i s m e m b u a t p e r s a i n g a n d a l a m p e n j u a l a n p r o d u k ( p o l i s )

a s u r a n s i s e m a k i n t a j a m . K e a d a a n i n i s e c a r a l a n g s u n g m e m b u a t s e t i a p p e r u s a h a a n

a s u r a n s i s e l a l u b e r u s a h a m e m p e r b a i k i k i n e i j a m a n a j e m e n p e r u s a h a a n , t e r m a s u k d i

d a l a m n y a a d a l a h m e n y u s u n l a n g k a h p e m a s a r a n y a n g m a n t a p d a n t e p a t a g a r p e n j u a l a n

p r o d u k a s u r a n s i y a n g s u d a h a d a d i l a p a n g a n d a p a t d i p e i t a h a n k a n d a n s e k a l i g u s

d i t i n g k a t k a n .

P T . A s u r a n s i W a h a n a T a t a a d a l a h s a l a h s a t u p e r u s a h a a n y a n g m e m b e r i k a n

j a s a p e r l i n d u n g a n a t a s r e s i k o k e r u g i a n b a r a n g - b a r a n g d a l a m b e n t u k fisik. P e r u s a h a a n

a s u r a n s i i n i h a n y a m e n j p a k a n s a l a h s a t u d a r i s e k i a n b a n y a k p r o d u k a s u r a n s i y a n g

s e j e n i s . A g a r p c n j s a h a a n d a p a t b e r s a i n g d i k a l a n g a n n y a m a k a p e m s a h a a n h a r u s d a p a t

3

m e n g e l o l a p r o d u k - p r o d u k y a n g d i t a w a r k a n s e l a i n h a m s m e n j a g a m u t u p r o d u k j u g a

h a m s m a m p u m c m a s a r k a n p r o d u k t e r s e b u t .

P e m a s a r a n p r o d u k j a s a a s u r a n s i y a n g a d a d i P T . A . s u r a n s i W a h a n a T a t a

C a b a n g P a l e m b a n g m a s i h s a n g a t s e d e r h a n a y a i t u d e n g a n m e n g a d a k a n k e r j a s a m a

p a d a p e m e r i n t a h d a e r a h j u g a d i t u n t u t b e k c r j a s a m a d e n g a n i n s t a n s i - i n s t a n s i n o n

p e m e r i n t a h ( s w a s t a ) s e p e i t i p e m s a h a a n f i n a n c e w a l a u p u n k e r j a s a m a i t u ada t e t a p i

k u r a n g b e g i t u m a k s i m a l .

B e r d a s a r k a n u r a i a n d i a t a s p e n u l i s t e r t a r i k m e l a k u k a n p e n e l i t i a n d e n g a n j u Q u l :

" Strategi Bauran Pemasaran Jasa Asuransi untuk Meningkatkan Penjualan

Polis pada PT. Asuransi Wahana Tata Cabang Palembang".

B. Perumusan Masalah

B e r d a s a r k a n u r a i a n d i a t a s , m a k a p e r m a s a l a h a n y a n g d i t e l i t i a d a l a h :

a ) A p a k a h s t r a t e g i b a u r a n p e m a s a r a n y a n g d i l a k u k a n o l e h P T . A s u r a n s i W a h a n a

T a t a C a b a n g P a l e m b a n g s u d a h e f e k t i f d a n v a r i a b e l b a u r a n p e m a s a r a n a p a y a n g

p a l i n g d o m i n a n m e m p e n g a m h i k o n s u m e n d a l a m m e l a k u k a n p e m b e l i a n p o l i s PT.

A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g ?

C . Tujuan Penelitian

B e r d a s a r k a n p e r m a s a l a h a n y a n g t e l a h d i k e m u k a k a n d i a t a s , m a k a t u j u a r . y a n g

i n g i n d i c a p a i d a r i p e n e l i t i a n i n i a d a l a h :

BAB n

K A J I A N P U S T A K A

2.1 Kajian Pustaka

A. Penelitian Sebelumnya

P e n e l i t i a n s e b e l u m n y a b e r j u d u l '* S t r a t e g i B a u r a n P e m a s a r a n d a l a m U p a y a

M e n i n g k a t k a n V o l u m e P e n j u a l a n P o n s e l C D M A F l e x i p a d a K o p c r a s i P e g a w a i

T e l k o m P a l e m b a n g " , y a n g t c l a h d i l a k u k a n o l e h H e r l i n a W e r i E i s ( 2 0 0 7 ) . P e r u m u s a n

m a s a l a h d a l a m p e n e l i t i a n i n i a d a l a h B a g a i m a n a S t r a t e g i B a u r a n P e m a s a r a n d a l a m

u p a y a M e n i n g k a t k a n V o l u m e P e n j u a l a n P o n s e l C D M A F l e x i p a d a K o p e r a s i P e g a w a i

T e l k o m P a l c m b a n g .

J e n i s p e n e l i t i a n i n i a d a l a h p e n e l i t i a n a n a l i s a k u a l i t a t i f d a n k u a n t i t a t i f . V a r i a b e l

y a n g d i g u n a k a n d a l a m p e n e l i t i a n i n i a d a l a h s t r a t e g i b a u r a n p e m a s a r a n d a n v o l u m e

p e n j u a l a n d a r i p o n s e l C D M A F l e x i . I n d i k a t o r y a n g d i g u n a k a n d a r i s t r a t e g i b a u r a n

p e m a s a r a n y a i t u p r o d u k , p r o m o s i , t e m p a t , d a n o r a n g d a n d a r i s e g i v o l u m e p e n j u a l a n

a d a l a h b a n y a k n y a p o n s e l C D M A F l e x i y a n g t e j u a l . D a l a m p e n e l i t i a n i n i d a t a y a n g

d i p e r l u k a n a d a l a h d a t a s e k u n d e r y a i t u m e l a l u i m e t o d e p e n e l i t i a n a n i p (Archival

Research) y a n g d i p e r o l e h m e l a l u i m a j a l a h , b u k u , b r o s u r d a n s e b a g a i n y a . T e k n i k

p e n g u m p u l a n d a t a y a n g d i g u n a k a n d a l a m p e n e l i t i a n i n i a d a l a h a d a l a h p e n g u m p u l a n

d o k u m c n y a n g b e r k a i t a n d e n g a n m a s a l a h d a l a m p e n e l i t i a n d a r i k e g i a t a n o p e r a s i o n a l

p e r u s a h a a n .

5

6

H a s i l d a r i p e n e l i l i a n i n i y a i t u s t r a t e g i b a u r a n p e m a s a r a n s a n g a t b e r p e n g a r u h

k u a t d a n p o s i t i f ( s e a r a h ) t e r h a d a p v o l u m e p e n j u a l a n d a r i p o n s e l C D M A F l c x i

t e r u t a m a m e n g e n a i p r o d u k y a n g u n g g u l d i b a n d i n g k a n d e n g a n p e r u s a h a a n p e s a i n g

p r o m o s i y a n g d i l a k u k a n o l e h K o p e r a s i P e g a w a i T e l k o m P a l e m b a n g b e i p e n g a r u h

t e r h a d a p k e p u t u s a n k o n s u m e n u n t u k m e m b e i i p o n s e l C D M A F l e x i .

P e n e l i t i a n y a n g d i l a k u k a n o l e h R i k a H e r t a n t i U t a m i y a n g b e r j u d u l " S t r a t e g i

B a u r a n P e m a s a r a n d a l a m M e n i n g k a t k a n P e n j u a l a n p a d a P T . A v o n C a b a n g P a l e m b a n g

( 2 0 0 2 ) " . R u m u s a n m a s a l a h d a l a m p e n e l i t i a n i n i a d a l a h B a g a i m a n a s t r a t e g i b a u i a n

p e m a s a r a n y a n g d i l a k u k a n o l e h P T . A v o n d a l a m u p a y a m e n i n g k a t k a n v o l u m e

p e n j u a l a n n y a .

J e n i s p e n e l i t i a n y a n g d i g u n a k a n a d a l a h a n a l i s i s a s o s i a t i f a t a u h u b u n g a n , y a i t u

p e n e l i t i a n y a n g b c r t u j u a n u n t u k m e n g e t a h u i d u a v a r i a b e l a t a u l e b i h . \ a r i a b e l y a n g

d i g u n a k a n a d a l a h s t r a t e g i p c m a s a i a n d a n v o l u m e p e n j u a l a n . I n d i k a t o r s t r a t e g i

p e m a s a r a n y a i t u p r o m o s i d a n p r o d u k d a n customer service d a n i n d i k a t o r v o l u m e

p e n j u a l a n d i l i h a l d a r i b a n y a k n y a v o l u m e p e n j u a l a n y a n g d i l a k u k a n .

D a l a y a n g d i g u n a k a n a d a l a h d a t a p r i m e r d a n d a t a s e k u n d e r . D a t a p r i m e r y a n g

d i g u n a k a n y a i t u m e n g a d a k a n p e n e l i t i a n d a n w a w a n c a r a k e p e m s a h a a n s e c a r a

l a n g s u n g , s c d a n g k a n d a t a s e k u n d e r y a n g d i g u n a k a n a d a l a h d a t a y a n g d i p e r o l e h d a r i

b a h a n d o k u m c n l a s i y a n g b e r k a i t a n d e n g a n p o k o k p c m b a h a s a n d a n b a h a n - b a h a n

i n f o i m a s i t e i l u l i s l a i n n y a s e r t a b e r b a g a i i n f o m i a s i t e n t a n g p e r u s a h a a n . T e k n i k a n a l i s i s

y a n g d i g u n a k a n d a l a m p e n e l i l i a n i n i a d a l a h a n a l i s i s k u a n t i t a t i f m e l a l u i p e r h i t u n g a n

k o e n s i c n k o r e l a s i . k o e f i s i e a n d e l c r m i n a s i d a n r e g r e s i u n t u k m e l i h a t s e b e r a p a b e s a r

7

p e n g a m h p e m a s a r a n t e r h a d a p v o l u m e p e n j u a l a n p a d a P T . A v o n .

H a s i l d a r i p e n e l i t i a n i n i y a i t u s t r a t e g i p e m a s a r a n d a n v o l u m e p e n j u a l a n

d i p e r o l e h h u b u n g a n y a n g p o s i t i f d a n k u a t , a r l i n y a s e t i a p p e n a m b a l i a n p e m a s a r a n

d i i k u t i d e n g a n k e n a i k a n v o l u m e p e n j u a l a n p a d a P T . A v o n .

B e r d a s a r k a n k c d u a p e n e l i t i a n s e b e l u m n y a l e b i h m e n e k a n k a n k e p a d a s t r a t e g i

b a u r a n p e m a s a r a n y a n g d i l a k u k a n p e r u s a h a a n u n t u k m e r i r i g k a t k a n v o l u m e p e n j u a l a n

p r o d u k n v a , d e n g a n m e l i h a t s e b e r a p a b e s a r / k u a t p e n g a r u h s t r a t e g i b a u r a n p e m a s a r a n

t e r h a d a p v o l u m e p e n j u a l a n , d a n p e n e l i t i a n y a n g d i l a k u k a n o l e h p e n u l i s j u g a m e l i h a t

s e b e r a p a b e s a r p e n g a m h s t r a t e g i b a u r a n p e m a s a r a n , a k a n t e t a p i h a n y a m e n j e l a s k a n

s t r a t e g i b a u r a n p e m a s a r a n y a n g d o m i n a n s a j a , t a n p a m e n g h i t u n g s e c a r a k u a n t i t a t i f ,

d i s a m p i n g i t u j u g a p e n e l i t i a n l e b i h m e n e n k a n k a n k e p a d a p r o d u k u n g g u l a n y a n g

d i l a k u k a n o l e h p e m s a h a a n d a l a m u s a h a m e n i n g k a t k a n v o l u m e p e n j u a l a n p o l i s n y a .

B. L a n d a s a n Teori

1.Pengertian Pemasaran

P e m a s a r a n i t u b u k a n h a n y a k e g i a t a n m e n j u a l d a n m e m b e i i s a j a , t e t a p i

p e m a s a r a n m e m i l i k i p e n g e i l i a n y a n g l e b i h l u a s . P e m a s a r a n b u k a n h a n y a k e g i a t a n

m e n j u a l b a r a n g a t a u j a s a t e t a p i j u g a m c n c a k u p b a g a i m a n a b a r a n g t e r s e b u t s a m p a i

k e p a d a k o n s u m e n d a n k o n s u m e n m e r a s a p i i a s d e n g a n b a r a n g y a n g t e l a h d i b e l i n y a .

D e n g a n a d a n y a p e m a s a r a n y a i i g b a i k d i d a l a m p e m s a h a a n m a k a d i h a r a p k a n a k a n

m e n i n g k a t k a n l a b a y a n g d i h a s i l k a n o l e h p e m s a h a a n .

S e b a g a i b a h a n p c r b a n d i n g a n , m a k a p e n u l i s a k a n m e n g e m u k a k a n b e b e r a p a

8

p e n d a p a t p a r a a h l i e k o n o m i m e n g e n a i p e n g e r t i a n p e m a s a r a n , w a l a u p u n m e m i l i k i

p e r b e d a a n t e t a p i p a d a d a s a m y a p e n d a p a t p a r a a h l i l e i s c b t i t s a m a , h a n y a p e r b e d a a n

i t u d i s c b a b k a n o l e h s u d u l p a n d a n g y a n g b c r b e d a a n t a r a s a t u d e n g a n y a n g l a i n .

P e n d a p a t p a r a a h l i a d a l a h s e b a g a i b e r i k u t :

P e n g e r t i a n p e m a s a r a n m e n u r u t K o o t l e r ( 2 0 0 0 : 8 ) , y a i t u :

P e m a s a r a n a d a l a h s u a t u p r o s e s s o s i a l d a n m a n a j e r i a l d a n d i d a l a m n y a i n d i v i d u

d a n k e l o i n p o k m e n d a p a t k a n a p a y a n g m e r e k a b u t u h k a n d a n i n g i n k a n d e n g a n

m e n c i p t a k a n , m e n a w a r k a n , d a n m e m p e r t u k a r k a n p r o d u k y a n g b e m i l a i d e n g a n

p i h a k l a i n .

M e n u r t J t S t a n t o n ( 2 0 0 6 : 7 ) , y a i t u :

P e m a s a r a n a d a l a h s u a t u s i s t e m s o c i a l d a r i k e g i a t a n b i s n i s y a n g d i r a n c a n g u n t u k

m e r e n c a n a k a n , m e n e n t u k a n h a r g a . m e m p r o m o s i k a n , d a n m e n d i s t r i b u s i k a n b a r a n g -

b a r a n g y a n g d a p a t m e m u a s k a n k e i n g i n a n d a n j a s a b a i k k e p a d a p a r a k o n s u m e n s a a t

i n i m a u p u n k o n s u m e n p o l e n s i a l .

M e n u r u t P r i d e ( 2 0 0 3 : 5 ) , y a i t u :

P e m a s a r a n a d a l a h s e m u a k e g i a t a n y a n g b c r t u j u a n u n t u k m e m p e r l a n c a r a r u s b a r a n g

a t a u j a s a d a r i p r o d u s e n k e k o n s u m e n s e c a r a p a l i n g e f i s i e n d e n g a n m a k s u d u n t u k

m e n c i p t a k a n p e m i n t a a n e f e k l i f .

D a r i b e b e r a p a p e n g e r t i a n m e n g e n a i p e m a s a r a n d a p . i t d i k e t a h u i b a h w a

p e m a s a r a n m e m i l i k i p e r a n a n y a n g s a n g a t p c n t i n g d a l a m p e r e n c a n a a n p e n j u a l a n

b a r a n g d a n j a s a y a n g d i h a s i l k a n d a n d a l a m p e m b u a t a n k e p u t u s a n . O l e h k a r e n a i t u ,

p e r u s a h a a n h a m s l e b i h m c m a h a m i m e n g e n a i k o n s c p d a r i p e m a s a r a n k a r e n a t a n p a

9

p e m a s a r a n y a n g b a i k m a k a k e l a n c i i r a i i k e g i a t a n u s a h a a k a n t c i g a n g g u ,

1. K o n s c p P e m a s a r a n

M e n u m l S t a t o n ( 2 0 0 6 : 1 4 ) K o n s c p P e m a s a r a n a d a l a h s e b u a h f i l s a f a t b i s n i s y a n g

m e n y a t a k a n b a h w a k e p u a s a n k e i n g i n a n d a r i k o n s u m e n a d a l a h d a s a r k e b e n a r a n

s o s i a l e k o n o m i s e b u a h p e m s a h a a n

M e n u m t B a s u S w a s t h a D h . , M . B . A ( 2 0 0 1 : 3 4 ) m e m a p a r k a n k o n s e p p e m a s a r a n

s e b a g a i s u a t u f a l s a f a h b i s n i s s e b a g a i b e r i k u t " P e m a s a r a n b e i a w a l d a r i s u a t u i d e

b a h w a u n t u k m e n c a p a i l a b a j a n g k a p a n j a n g p e m s a h a a n h a r u s m e m b a g i p a s a m y a

k e d a l a m s e g m e n - s e g m c n a t a u k e l o m p o k k o n s u m e n s e r t a m e n e n t u k a n k e i n g i n a n

d a r i m a s i n g - m a s i n g s e g m e n t e r s e b u t " .

M e n u m t K o o t l c r ( 2 0 0 0 : 1 9 ) a d a 5 ( l i m a ) k o n s e p y a n g d a p a t d i p i l i h u n t u k

d i j a d i k a n p e d o m a n o l e h o r g a n i s a s i d a l a m k e g i a l a n p e m a s a r a n a d a l a h :

1 . K o n s e p p r o d u k s i n i e n e g a s k a n b a h w a k o n s u m e n a k a n l e b i h m e n y u k a i p r o d u k

y a n g t e r s e d i a s e c a r a l u a s d a n m u r a h .

2 . K o n s e p p r o d u k m e n e g a s k a n b a h w a k o n s u m e n a k a n m e n y u k a i p r o d u k - p r o d u k

y a n g m e n a w a r k a n c i r i y a n g p a l i g b e r m u t u , b e r k i n e i j a a t a u i n o v a t i f .

3 . K o n s e p p e n j u a l a n b e r k e y a k i n a n b a h w a p a r a k o n s u m e n d a n p e m s a h a a n b i s n i s ,

j i k a d i b i a r k a n t i d a k a k a n s e c a r a t e r a t u r m e m b e i i b a n y a k p r o d u k - p r o d u k y a n g

d i t a w a r k a n o l e h o r g a n i s a s i l e r i e i i t u . O l e h k a r e n a i t u o r g a n i s a s i t e r s e b u t h a m s

m e l a k u k a n u s a h a p e n j u a l a n d a n p r o m o s i y a n g a g r e s i f .

4 . K o n s e p p e m a s a r a n m e n e g a s k a n b a h w a k u n c i u n t u k m e n c a p a i t u j u a n o r g a n i s a s i

y a n g d i t e t a p k a n a d a l a h p e m s a h a a n t e r s e b u t h a r u s m e n j a d i l e b i h e f e k t i f

10

d i b a n d i n g k a n p a r a p e s a i n g d a l a m m e n c i p t a k a n , m e n y e r a h k a n , d a n

m e n g k o m u n i k a s i k a n n i l a i p c l n g g a n k e p a d a p a s a r s a s a r a n y a n g I c i p i l i h .

5 . K o n s e p p e m a s a r a n b e r w a w a s a n s o c i a l

M e n y a t a k a n b a h w a t u g a s o r g a n i s a s i a d a l a h m e n e n t u k a n k e b u t u h a n , k e i n g i n a n

d a n k e p e n t i n g a n p a s a r s a s a r a n d a n m e m b e r i k a n k c p u a s a n y a n g d i i n g i n k a n

s e c a r a l e b i h e f e k t i f d a n e f i s i e n d a r i p a d a p e s a i n g d e n g a n m e m e p r t a h a n k a n d a n

m e n i n g k a t k a n k c s e j a h t e r a a n k o n s u m e n d a n m a s y a r a k a t .

3. Pemasaran Jasa

Pengertian Jasa

B i l a d i i i h a t d a r i s u d u t p a n d a n g p e m s a h a a n , s a l a h s a t u c a r a y a n g p a l i n g

e f e k l i f d a l a m m e l a k u k a n d i f l e r e n s i a s i a d a l a h m e l a l u i j a s a a t a u p e ' a y a n a n y a n g

d i b e n k a n . H a l i n i m e i n b a w a p e m b a h a n y a n g c u k u p m e n d a s a r d a l a m b i s n i s

u t a m a s u a t u p e m s a h a a n . S e b a g a i c o n t o h , b i s n i . s u t a m a r e s t o r a n b e r g e s e r d a n

s e k e d a r m e n y e d i a k a n s e g a l a m a k a n a n u n t u k d i j u a l m e n j a d i u s a h a m e l a y a n i

d a n m e m u a s k a n r a s a l a p a r p a r a p c l a n g g a n d e n g a n d i s e r t a i u s a h a m e n y e d i a k a n

s u a s a n a y a n g k o n d u s i f d a n n y a m a n b a g i p e l a n g g a n u n t u k m e n i k m a t i

h i d a n g a n .

B e b e r a p a p e n u l i s m e n d c f i n i s i k a n j a s a s e b a g a i b e r i k u t :

M e n u r u t K o u l c r ( 2 0 0 0 : 6 ) . l a s a a d a l a h s e t i a p t i n d a k a n a t a u k e g i a t a n

y a n g d a p a t d i t a w a r k a n o l e h s a t u p i h a k k e p a d a p i h a k l a i n , p a d a d a s a m y a t i d a k

b e r w u j u d d a n l i d a k m c n g a k i b a l k a n k e p e m i l i k a n a p a p u n .

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M c m i r u l J a m e s A . R . S l a n l o n ( 2 0 0 5 : 2 2 0 ) J a s a a d a l a h k e g i a t a n y a n g

d i d c i i n i s i k a i i s c e a i a i c r s c n d i i i . y a n g p a d a h a k e k a t n y a h c r s i l a l t i d a k I c i a b a

O'lUangihle) y a n g m e r u p a k a n p e m e n u h a n k e b u t u h a n d a n l i d a k h a r u s t e r i k a t

p a d a p e n j u a l a n p r o d u k a t a u j a s a l a i n n y a .

M e n u r u t V a l a r i e A . Z c i t h a m l d a n M a r y J o B i t n c r ( 2 0 0 2 : 5 ) J a s a a d a l a h

s e b a g a i a k t i v i t a s a t a u p e r b u a t a n , p r o s e s - p r o s e s d a n k i n e i j a (performance)

y a n g t a k b e r w u j u d (intangible).

Karakteristik Jasa

M c n u i T J l G r i r f i n ( 2 0 0 6 : 6 ) , k a r a k t e r i s t i k j a s a a d a 3 m a c a m , y a i t u :

2 . huangibilily ( t i d a k b e r w u j u d )

J a s a t i d a k d a p a t d i l i h a t , d i r a s a , d i r a b a , d i d e n g a r a t a u d i c i u m s e b e l u m j a s a i t u

d i b e l i .

3 . Unstorability ( t i d a k d a p a t d i s i m p a n )

J a s a t i d a k m e n g e n a i p e r s e d i a a n a t a u p e n y i m p a n a n d a r i p r o d u k y a n g t e l a h

d i h a s i l k a n .

4 . CiLstomization ( k o s t u m i s a s i )

J a s a s e r i n g k a l i d i d e s a i n k h u s u s u n t u k m e m e n u h i k e b u t u h a n p e l a n g g a n

4 . Bauran Pemasaran / M a r k e t i n g M i x

P e r u s a h a a n d a l a m m c l a k s a n a k a n a k t i v i t a s p e m a s a r a n h a r u s d a p a t

m e n g e m b a n g k a n s t r a t e g i b a u r a n p e m a s a r a n y a n g e f e k t i f y c i t u d e n g a n

12

m e n g e m b a n g k a n d a n m e n g k o m u n i k a s i k a n a n t a r a p r o d u k , h a r g a , s a l u r a n d i s t r i b u s i ,

p r o s e s , o r a n g d a n k e g i a t a n p r o m o s i .

B a u r a n p e m a s a r a n (marketing mix) m e n u m t K o t l e r ( 2 0 0 5 : 2 5 ) a d a l a h

s e r a n g k a i a n v a r i a b l e y a n g d a p a t d i k o n t r o l d a n l i n g k a t v a r i a b l e y a n g d i g u n a k a n o l e h

p e m s a h a a n u n t u k m e m p e n g a m h i p a s a r y a n g m e n j a d i s a . s a r a n . S e r a n g k a i a n v a r i a b e l

b a u r a n p e m a s a r a n t e r s e b u t d i r e n c a n a k a n d a n d i k e l o l a d e n g a n t e p a t s e h i n g g a d a p a t

m e m p e n g a m h i p a s a r y a n g m e n j a d i s a s a r a n n t a .

B a u r a n p e m a s a r a n m e n u m t S t a n t o n ( 2 0 0 3 : 4 5 ) a d a l a h i s t i l a h y a n g d i p a k a i

u n t u k m e n j e l a s k a n k o m b i n a s i e m p a t b e s a r p e m b e n l u k i n t i p e n a w a r a n p r o d u k ,

s t m k l u r h a r g a , s y s t e m d i s t r i b u s i d a n k e g i a t a n p r o m o s i .

B a u r a n p e m a s a r a n t e r s e b u t d i k o m b i n a s i k a n s e h i n g g a m e m b e n t u k i n t i

p e m a s a r a n y a n g s a l i n g b e r h u b u n g a n d a n m e m p e n g a m h i a n t a r a s a t u v a r i a b e l d e n g a n

v a r i a b e l l a i n n y a s e h i n g g a m e n c a p a i t u j u a n p e r u s a h a a n .

V a i i a b e l - v a r i a b e l B a u r a n P e m a s a r a n / M a r k e t i n g M b c t e r d i r i d a r i 7 P a n t a r a I a i n :

1 . P r o d u k ( P r o d u c t )

P r o d u k j a s a a d a l a h k e s e l u m h a n k o n s e p o b y e k a t a u p r o s e s y a n g d i b e r i k a n

s c j u m l a h n i l a i m a n f a a t k e p a d a k o n s u m e n ( R a m b a l L u p i y o a d i . h a l 6 8 ) .

U n t u k j a s a , p a d a k e n y a t a a n y a k o n s u m e n b u k a n l a h m e m b e i i s e b u a h p r o d u k ,

b a r a n g m e l a i n k a n m e m b e i i s e b u a h m a n f a a t (benefit) y a n g s p e s i f i k d a n n i l a i

(value) y a n g d i t a w a r k a n o l e h p r o d u s e n j a s a . K e s e l u m h a n p e n a w a r a n y a n g

d i b e r i k a n k e p a d a k o n s u m e n j a s a i n i d i s e b u t s e b a g a i m a n f a a t (the offer) y a n g

d i n i k m a i i o l e h k o n s u m e n d a r i p e m b e l i a n p r o d u k j a s a .

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T h e o d o r e L e v i n d a l a m b u k u The Marketing Imagination m e n g a j u k a n

K o n s e p T o t a l P r o d u k , d i m a n a s u a t u j a s a y a n g d i b e r i k a n d a p a t t e r d i r i d a r i

b e r b a g a i e l e m a n - e l c m c n s e b a g a i b e r i k u t :

1 . P r o d u k i n t i a t a u g e n e r i k (the core or generic product). T e r d i r i d a r i j a s a

d a s a r , j a s a u t a m a y a n g d i t a w a r k a n . ( R a m b a t L u p i y o a d i , h a l 7 3 )

2 . P r o d u k y a n g d i h a r a p k a n (the expected product). T e r d i r i d a r i p r o d u k i n t i

b e r s a m a p e i l i m b a n g a n k e p u t u s a n p e m b c l i a n m i n i m a ! (minimal purchase

decision). { R a m b a t L u p i y o a d i , h a l 7 3 )

3 . P r o d u k t a m b a h a n (the augemented product). S e s u a t u y a n g m e m u n g k i n k a n

s u a t u p r o d u k d i d i f c r e n s i a s i k a n d a r i p r o d u k y a n g l a i n . ( R a m b a t L u p i y o a d i , h a l

7 3 )

4 . P r o d u k p o t c n s i a l (the polencial product). T a m p i l a n (feature) d a n m a n f a a t

t a m b a h a n y a n g b e r g u n a b a g i k o n s u m e n a t a u m u n g k i n m e n a m b a h k e p u a s a n

k o n s u m e n . B a g i a n i n i d a p a l m e m b e r i k a n k e l e b i h a n s e h i n g g a k o n s u m e n

b e r p i k i r u l a n g a t a u s u l i t b e r p i n d a h k c p r o d u k I a i n ( R a m b a t L u p i y o a d i , h a l

7 3 ) .

2. Harga ( P r i c e )

H a r g a a d a l a h s e j u m l a h u a n g y a n g h a m s d i b a y a r o l e h k o n s u m e n u n t u k

m e n d a p a t k a n p r o d u k ( Kotier 2005:41). D i d u n i a j a s a , i s t i l a h h a r g a d a p a t k i t a

t e m u i d a l a m b e r b a g a i n a m a y a n g b e r b c d a , c o n t o h n y a j a s a p e n d i d i k a n y a n g

m e n g g u n a k a n i s t i l a h S P P , j a s a p e n g a n g k u t a n y a n g m e n g g u n a k a n i s t i l a h t a r i f ,

h o t e l y a n g m e n g g u n a k a n i s t i l a h s e w a , d a n a s u r a n s i y a n g m e n g g u n a k a n

1 4

i s t i l a h p r c m i . P r c m i a d a l a h . s e j u m l a h u a n g d i m a n a j u m l a h n y a t e l a h d i s e t u j u i

o l c h o r a n g y a n g i k u t a t a u m e n u i u p a s u r a n s i ( t e i l a n g g u n g ) d e n g a n

m e m b a y a m y a s e k a l i g u s a t a u s e c a r a b e r k a l a k e p a d a p e r u s a h a a n a s u r a n s i

( p c n a n g g u n g ) . T e t a p i s e m u a i s t i l a h - i s t i l a h i n i t e t a p m e n u n j u k k e p a d a

p e n g e r t i a n b a h w a h a r g a a d a l a h s u a t u b i a y a (cost) a l a u p e n g o r b a n a r . d a l a m

b e n t u k u a n g y a n g d i g u n a k a n u n t u k m e n d a p a t k a n s u a t u p r o d u k j a s a .

Promosi ( P r o m o t i o n )

P r o m o s i m e r u p a k a n u s a h a p e r u s a h a a n u n t u k m e m p e n g a r a h i d e n g a n m e r a y u

c a l o n p e m b e l i m e l a l u i p e m a k a i s e g a l a u n s u r e a c u a n p e m a s a r a n ( S o f y a n

A s s a u r i 2 0 0 0 : 2 4 0 ) . K e g i a l a n p r o m o s i a d a l a h e l e m e n y a n g s a n g a t p e n t i n g

d a l a m marketing mix jasa, d a l a m u s a h a n y a m e m a s a r k a n p r o d u k j a s a . K e g i a t a n

p r o m o s i t i d a k h a n y a s e b a g a i a l a t k o m u n i k a s i a n t a r a p r o d u s e n d a n k o n s u m e n ,

t e t a p i j u g a s e b a g a i a l a t u n t u k m e m p e n g a i u h i k e p u t u s a n p e m b e l i a n /

p c n g g u n a a n j a s a .

A d a p u n T u j u a n P r o m o s i M e n u r u t B a s u S w a s t a ( 2 0 0 5 : 7 8 ) y a i t u :

a. M o d i f i k a s i T i n g k a h L a k u , y a i t u b e r u s a h a u n t u k m e n g u b a h t i n g k a h

l a k u d a n p e n d a p a t . P e n j u a l s e l a l u b e r u s a h a m e m b e r i k a n k e s a n y a n g

b a i k a l a u m e n d o r o n g p e m b e l i a n b a r a n g d a n j a s a p e r u s a h a a n

b . M c i n b e r i t a h u , a i l i n y a k e g i a t a n p r o m o s i d i t u j u k a n u n t u k m e l i h a t

m e m b e r i t a b u p a s a r y a n g d i t u j u t e n t a n g p e n a w a r a n p e r u s a h a a n .

c . M c m b u j u k . y a i t u m e m b e r i p e n g a m h k e p a d a c a l o n p e m b e l i d a l a m

15

w a k t u y a n g l a m a u n t u k m e n d o r o n g p e m b e l i a n

d . M c n g i n g a t k a n , y a i t u m c n g i i i g n t k a n k o n s u m e n a k a n b a r a n g a t a u j a s a

y a n g d i t a w a r k a n a g a r p e m s a h a a n d a p a t m e i n p e n a h a n k a n p e m b e l i

y a n g a d a .

A d a p u n v a r i a b e l - v a r i a b e l Promotional Mix m e n u m t F a n d y T j i p t o n o

( 2 0 0 0 : 2 2 2 ) :

a. P r o m o s i P e n j u a l a n (Sales Pronuilian)

P r o m o s i p e n j u a l a n a d a l a h k e g i a t a n - k e g i a t a n p e m a s a r a n y a n g m e n d o r o n g

e f e k l i v i t a s p e m b e l i a n k o n s u m e n d a n p e d a g a n g d e n g a n m e n g g u n a k a n a l a l - a l a t

s e p e i l u p e r a g a a n , p a m e r a n , h a d i a h s c i l a c o n t o h b a i a n g .

P r o m o s i p e n j u a l a n y a n g d i l a k u k a n o l e h p e n j u a l d a p a t d i k e l o m p o k k a n

b e r d a s a r k a n t u j u a n y a n g i r . g i n d i c a p a i . M e n u m t F a n d y T j i p t o n o ( 2 0 0 0 : 2 2 9 )

p e n g c l o m p o k k a n t e r s e b u t a d a l a h s e b a g a i b e r i k u t :

1. Customer promotion, y a i t u p r o m o s i p e n j u a l a n u n l u k m e r a n g s a n g

m e n d o r o n g p e d a g a n g g r o s i r , p e n g e c e r , e k s p o r t i r d a n i m p o r t e r u n t u k

e m m p e r d a g a n g k a n b a r a n g / j a s a d a r i s p o n s o r .

2. Traile promotion, y a i t u p r o m o s i p e n j u a l a n y a n g b c r t u j u a n u n t u k

m e n d o r o n g p e d a g a n g g r o s i r . p e n g e c e r , e k s p o r t i r d a n i m p o r t e r u n t u k

e m m p e r d a g a n g k a n b a r a n g / j a s a d a r i s p o n s o r

3 . Sales promotion, y a i t u p r o m o s i p e n j u a l a n y a n g b c r t u j u a n u n t u k

m e m o t i v a s i a r m a d a p e n j u a l .

b. P c r i k l a n a n (Advertising)

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P c r i k l a n a n m c n u m l K o t l c r ( 2 0 C 2 : 6 5 8 ) a d a l a h s e g a l a b e n t u k p e n y a j i a n n o n

p e r s o n a l d a n p r o m o s i i d e , b a r a n g a l a u j a s a o l e h s u a t u s p o n s o r t e i t e n t u

y a n g m e m e r l u k a n p e m b a y a r a n . M e d i a y a n g d a p a t d i g u n a k a n d a l a m

p c r i k l a n a n y a i t u m e d i a c c t a k , m e d i a e l e k l r o n i k , d a n m e d i a l u a r r u a n g .

c . P e n j u a l a n P e r s e o r a n g a n (Personal Selling)

Personal selling m e n u r u t F a n d y T j i p t o n o ( 2 0 0 1 : 2 2 4 ) a d a l a h k o m u n i k a s i

l a n g s u n g a n t a r a p e n j u a l d e n g a n c a l o n p e l a n g g a n u n l u k m e m p e r k e n a l k a n

s u a t u p r o d u k k e p a d a c a l o n p e l a n g g a n d a n m e m b e n t u k p e m a h a m a n

p e l a n g g a n t e r h a d a p p r o d u k s e h i n g g a m e r e k a k e m u d i a n a k a n m e n c o b a

m e m b c l i n y a . C o n l o n y a a d a l a h p e n j u a l a n d e n g a n b c i l c m u m u k a (face to

face selling).

d. P u b l i s i t a s

P u b l i s i t a s m e r u p a k a n s u a t u a l a t u n l u k m e m p e r k e n a l k a n b a r a n g a t a u j a s a

y a n g t i d a k m e m b a y a r d a n d a p a t d i s i a r k a n s e b a g a i i k l a n s e h i n g g a

p u b l i s i t a s m e r u p a k a n p e m a n t a p a n n i l a i - n i l a i c e r i t a y a n g l e r k a n d u n g d a l a m

s u a t u p r o d u k u n t u k m e m b e n t u k c i t r a y a n g b e r k a i t a n . A d a p u n j e n i s - j e n i s

m e d i a y a n g b i s a d i g u n a k a n a n t a r a l a i n : s u r a l k a b a r , m a j a l a h , k o r a n , r a d i o ,

t e l e v i s e , p a p a n r e k l a m e d a n l a i n s e b a g a i n y a .

Saluran Distribusi/ Tempat / P l a c e ) atau Lokasi

L o k a s i d a n s a l i u r a n d i s t r i b u s i a d a l a h k u n c i u t a m a d a l a m m e n y a m p a i k a n

p r o d u k j a s a k e p a d a k o n s u m e n . L o k a s i a d a l a h s u a t u t e m p a l y a n g d i p i l i h u n t u k

m e n g o p c r a s i k a n , m e m p r o d u k s i j a s a d a n m e n e i n p a t k a n p a r a p o g a w a i d a l a m

17

r a n g k a m e n d u k u n g p r o d u k s i j a s a t e r s e b u t .

M e n u r u t B a s u S w a s t a ( 2 0 0 0 : 2 3 7 ) s a l u r a n d i s t r i b u s i a d a l a h s a l u r a n y a n g

d i g u n a k a n p r o d u s e n u n t u k m e n y a l u r k a n b a r a n g t e r s e b u t d a r i p r o d u s e n k e

k o n s u m e n a l a u p e m a k a i i n d u s t r i .

A d a t i g a s a l u r a n d i s t r i b u s i m e n u i - u t P h i l l i p K o t i e r ( 2 0 0 0 : 6 3 5 ) :

1 . D i s t r i b u s i I n t e n s i f

D i s t r i b u s i i n t e n s i f m e m p u n y a i c i r r i b a r a n g d a n j a s a s e t i a p t o k o .

2 . D i s t r i b u s i S e l e k t i f

D i s t r i b u s i s e l e k t i f m e n c a k u p p e n g g u n a a n l e b i h d a r i b e b e r a p a . J u g a k u r a n g

d a r i s e m u a p e r a n l a r a y a n g t e r s e d i a m e n j u a l p r o d u k t e r t e n l u .

3 . D i s t r i b u s i E k s e k u t i f

D i s t r i b u s i e k s e k u t i f m c n c a k u p j u m i a h p e r a n l a r a y a n g s a n g a l l e r b a t a s y a n g

m e n a n g a n i b a r a n g a t a u j a s a p e r u s a h a a n .

B e r i k u t i n i b e b e r a p a t i p e s a l u r a n d i s t r i b u s i j a s a , y a i t u :

1 . P e n j u a l a n L a n g s u n g (Direct Sales), c o n t o h y a a d a l a h j a s a a k u n l a s n , j s a

k o n s u l t a n

2 . A g c n (Broker), c o n t o h n y a a d a l a h a g e r i a s u r a n s i , a g e n p e n j u a l a n

3 . A g e n (Broker) p e n j u a l d a n p e m b e l i , c o n t o h n y a p i a l a n g s a h a m

4 . P e n g a n t a r j a s t e r k o n t r a k a l a u f r a n c h i s e , c o n t o h n y a a d a l a h m a k a n a n

s i a p s a j i , b e n g k e l ( L u p i y o a d i , 2 0 0 5 : 8 2 )

S a l u r a n d i s t r i b u s i m e n u r u t K o t i e r ( 2 0 0 0 : 1 8 7 ) , d a l a m b u k u n y a R a n d y

T j i p t o n o a d a l a h rate a t a u r a n g k a i a n p e i a n t a r a , b a i k y a n g d i k e l o l a p e m a s a r

IS

m a u p u n y a n g i n d e p e n d e n t , d a l a m m e n y a m p a i k a n b a r a n g d a r i p r o d u s e n k c

k o n s u m e n . D i s t r i b u s i m c m p c k a n k e g i a t a n p e m a s a r y a n g b e r u s a h a

m e m p e r l a n c a r s e r t a m e m p e m i u d a h p e n y a m p a i a n p r o d u k { b a r a n g d a n j a s a )

d a r i p r o d u s e n k e k o n s u m e n s e h i n g g a p e n g g u n a a n n y a s e s u a i ( J e n i s ,

j u m i a h , h a r g a d a n w a k t u ) d e n g a n y a n g d i p e r l u k a n .

Orang (People)

O r a n g (people) m e l i p u l i t i p e k u a l i t a s d a n k u a n t i t a s o r a n g y a n g t e r l i b a t d a l a m

p e m b e r i a n j a s a ( L u p i y o a d i : 5 8 ) . D a p a t j u g a d i k a t a k a n b a h w a o r a n g (people)

a d a l a h k e s e l u i u h a n o r a n g y a n g t e r l i b a t d a l a m p e m b e r i a n j a s a b a i k s e c a r a

l a n g s u n g m a u p u n t i d a k l a n g s u n g . D a l a m i n d u s t r i j a s a , o r a n g (people)

b e r f u n g s i s e b a g a i service provider ( p c n y e d i a p e l a y a n a n ) . B a i k b u r u k n y a

k u a l i t a s o r a n g (people).yang d i s e b u t d e n g a n s u m h e r d a y a m a n u s i a ,

m e m p e n g a r u h i s e c a r a l a n g s u n g t e r h a d a p k u a l i t a s j a s a y a n g d i b e r i k a n

k o n s u m e n .

P a y n e m e n j e l a s k a n t e n t a n g p e r a n people d a l a m p e m s a h a a n j a s a , y a i t u :

/. Conlraclors a d a l a h o r a n g - o r a n g y a n g b e r h u b u n g a n e r a t d e n g a n k o s u m e n

d a n m e m i l i h a k t i v i t a s p e m a s a r a n s e c a r a k o n v e n s i o n a l .

2. Modifiers a d a l a h o r a n g - o r a n h y a n g t i d a k t e r l i b a t s e c a r a l a n g s u n g d a l a m

a k t i v i t a s p e m a s a r a n .

3. InfJuencers a d a l a h o r a n g y a n g m e m f o k u s k a n t u g a s n y a d a l a m

m c n g i m p l e m e n t a s i k a n s t r a t e g i p e m a s a r a n .

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4. Isolateds a d a l a h o a m g y a n g l i d a k t e r l i b a t s e c a r a l a n g s u n g d a l a m p r o s e s

p e m a s a r a n m a u p u n d a l a m p e r t e m u a n d e n g a n k o n s u m e n .

6. Proses (Process)

P r o s e s ( P r o c e s s ) m e r u p a k a n g a b u n g a n s e m u a a k l i v i l a s / k e g i a t a n d a l a m o p e r a s i

p r o d u k s i h i n g g a j a s a t e r s e b u t s a m p a i k e p a d a k o n s u m e n { L u p i y o a d i . h a l 6 3 ) .

P r o s e s p e m b e r i a n j a s a d a p a t d i b e d a k a n m e n j a d i 2 b e n t u k , y a i t u :

1 . Complexity, h a l - h a l i n i b e r h u b u n g a n d e n g a n l a n g k a h - l a n g k a h d a n t a h a p

d a l a m p r o s e s

2 . Divergence, b e r h u b u n g a n d c r . g a n a d a n y a p e r u b a h a n d a l a m l a n g k a h a t a u

t a h a p p r o s e s .

7. Customer Service

Customer service d a l a m p e m s a h a a n j a s a l e b i h b i a s d i i i h a t s e b a g a i

outcome d a r i k e g i a t a n d i s t r i b u s i d a n l o g i s t i c , d i m a n a p e l a y a n a n d i b e r i k a n

k e p a d a k o n s u m e n u n t u k m e n c a p a i k e p u a s a n . Customer sers'ice m e l i p u t i

a k t i v i t a s u n l u k m e m b e r i k a n n i l a i k e g u n a a n w a k t u d a n t e m p a t (time dan place

utility) t e m i a s u k p e l a y a n a n p r a - t r a n s a k s i , s a a t t r a n s a k s i d a n p a s c a t r a n s a k s i .

T i g a k e g i a t a n i n i s a l i n g b e r h u b u n g a n e r a t , o l e h k a r e n a i t u h a m s d i l a k u k a n

s e b a i k m u n g k i n s e h i n g g a k o n s u m e n a k a n m e m b e r i k a n r e s p o n y a n g p o s i r i f

d a n l o y a l i t a s y a n g t i n g g i .

Pengertian Strategi Pemasaran

Agar s t r a t e g i p e m a s a r a n y a n g d i l a k u k a n d a p a t b e r j a l a n d e n g a n l a n c a r d a n

20

t u j u a n p e m a s a r a n d a p a l t e r c a p a i m a k a d i p e r l u k a n s u a t u s t r a t e g i p e m a s a r a n . S t r a t e g i

p e m a s a r a n m e m p u n y a i t u j u a n u n t u k d a p a t h i d u p d a n b e r k e i n b a n g . A d a p u n t u j u a n

p e r u s a h a a n a n t a r a l a i n a d a i a h m e n i n g k a t k a n l a b a , m e n i n g k a t k a n v o l u m e p e n j u a l a n

d a n m e m a j u k a n u s a h a n y a . T u j u a n d a p a t d i c a p a i a p a b i l a b a g i a n p e m a s a r a n

p e r u s a h a a n m e l a k u k a n s t r a t e g i y a n g m a n t a p u n t u k d a p a t m e n g g u n a k a n k e s e m p a t a n

a t a u p e l u a n g y a n g a d a d a l a m p e m a s a r a n s e h i n g g a p o s i s i a t a u k e d u d u k a n p e r u s a h a a n

d i p a s a r d a p a t d i p e i t a h a n k a n d a n s e k a l i g u s d a p a t d i t i n g k a t k a n .

M e n u r u t K o t i e r ( 2 0 0 0 : 9 8 ) S l r a t c g i p e m a s a r a n a d a l a h l o g i k a p e m a s a r a n d a n

b e r d a s a r k a n i t u . u n i t b i s n i s d i h a r a p k a n u n t u k m e n c a p a i s a s a a n - s a s a r a n p e m a s a r a n n y a .

S t r a t e g i p e m a s a r a n t e r d i r i d a r i p c n g a m b i l a n k e p u t u s a n t e n t a n g b i a y a p e m a s a r a n

d a l a m h u b u n g a n n y a d e n g a n k o n d i s i p e r s a i n g a n .

M e n u r u t S o f y a n A s s a u r i ( 2 0 0 3 : 1 5 4 ) S t r a t e g i p e m a s a r a n p a d a d a s a m y a a d a l a h

r e n c a n a y a n g m e n y e l u r u h , t e i p a d u d a n m e n y a t u d i b i d a n g p e m a s a r a n , y a n g

m e m b e r i k a n p a n d u a n t e n t a n g k e g i a t a n y a n g a k a n d i j a l a n k a n u n t u k d a p a t t e r c a p a i n y a

t u j u a n p e m a s a r a n s u a t u p e m s a h a a n .

D e n g a n k a t a l a i n s t r a t e g i p e m a s a r a n a d a l a h s e r a n g k a i a n t u j u a n d a n s a s a r a n

k e b i j a k a n d a n a t u r a n y a n g m e m b e r i a r a h k e p a d a u s a h a - u s a h a p e m a s a r a n p e r u s a h a a n

d a r i w a k t u k e w a k t u p a d a m a s i n g - m a s i n g t i n g k a t a n d a n a c u a n s e r t a a l o k a s i n y a ,

t c m l a m a s e b a g a i t a n g g a p a n p e r u s a h a a n d a l a m m c n g h a d a p i l i n g k u n g a n d i m a n a

k e a d a a n p e r s a i n g a n y a n g s e l a l u b c m b a h .

21

D a l a m p c n y u s u n a n s t r a t e g i p e m a s a r a n p e r i u d i a n a i i s i s t e n t a n g p a s a r a t a u

p e r s a i n g a n , p e r k e m b a n g a n t e k n o l o g i . k e a d a a n e k o n o m i . s o s i a l b u d a y a . p o l i t i k ,

p e r a t u r a n d a n k e b i j a k a n p e m e r i n t a h , k a r e n a f a k t o r - f a k t o r t e r s e b u t t i d a k d a p a t

d i k e n d a l i k a n o l c h p i m p i n a n p e m s a h a a n . S c d a n g k a n f a k t o r - f a k t o r y a n g d a p a t

d i k e n d a l i k a n o l e h p i m p i n a n p e m s a h a a n y a i t u h a r g a , p r o d u k , s a l u r a n d i s t r i b u s i d a n

p r o m o s i y a n g d i s e b u t d e n g a n Marketing Mix a t a u B a u r a n P e m a s a r a n .

S t r a t e g i p e m a s a r a n t e r d i r i d a r i t i g a m a c a m k e p u t u s a n , y a i t u :

1 . K o n s u m e n m a n a y a n g a k a n d i t u j u

2 . K e p u a s a a n s e p e i t i a p a k a h y a n g a k a n d i i n g i n k a n o l e h k o n s u m e n t e r s e b u t

3 . Marketing Mix s c p c i t i a p a k a h y a n g a k a n d i p a k a i u n t u k m e m b e r i k a n k e p u a s a n

k e p a d a k o n s u m e n t e r s e b u t

D a l a m m e m m u s k a n s t r a t e g i p e m a s a r a n d i b u t u l i k a n p e n d e k a t a n a n a l i t i s .

K e m a m p u a n s t r a t e g i p e m a s a r a n s u a t u p e m s a h a a n u n t u k m e n a n g g a p i s e t i a p

p e m b a h a n k o n d i s i p a s a r d a n f a k t o r b i a y a t c r g a n t u n g p a d a a n a l i s i s t e r h a d a p f a k t o r -

f a k t o r b e r i k u t :

1 . F a k t o r l i n g k u n g a n

A n a l i s i s t e r h a d a p f a c t o r l i n g k u n g a n s e p e r t i p e r t u m b u h a n p o p u l a s i d a n p e r a t u r a n

p e m e r i n t a h s a n g a t p c n t i n g u n t u k m e n g e t a b u i p e n g a m h y a n g a k a n d i t i m b u l k a n n y a

p a d a b i s n i s p e m s a h a a n . S e l a i n i t u f a k t o r - f a k t o r s e p e r t i p e r k e m b a n g a n t e k n o l o g i ,

t i n g k a t i n f l a s i d a n g a y a h i d u p j u g a t i d a k b o l e h d i a b a i k a n . H a l - h a l t e r s e b u t

m e m p a k a n f a k t o r l i n g k u n g a n y a n g h a m s d i p e r t i m b a n g k a n s e s u a i d e n g a n p r o d u k

d a n p a s a r s a s a r a n .

22

2 . F a k t o r P a s a r

S c l i a p p e m s a h a a n h a m s s e l a l u m c n i p e r h a l i k a n d a n m c i n p e t i m b a n g k a n f a k t o r -

f a k t o r s e p e i l i u k u r a n p a s a r , l i n g k a t p e i l u i n b u h a n , t a h a p p e r k e b n a g a n t e k n o l o g i ,

t r e n d d a n s y s t e m d i s t r i b u s i , p e i i l a k u p e l a n g g a n , s e g m e n p a s a r y a n g a d a s a a i i n i

a t a u y a n g d a p a t d i k e m b a n g k a n l a g i d a n p e l u a n g - p e l u a n g y a n g b e l u m t e r p e n u h i .

3 . P e r s a i n g a n

D a l a m k a i t a n n y a d e n g a n p e r s a i n g a n , s e t i a p p e m s a h a a n p e i l u m e m a h a m i s i a p a

p e s a i n g n y a , b a g a i m a n a p o s i s i p r o d u k / p a s a r p e s a i n g t e r s e b u t , a p a s t r a t e g i m e r e k a ,

k e k u a t a n d a n k e l c i n a h a n p e s a i n g , s t m k l u r b i a y a p e s a i n g , d a n k a p a s i t a s p r o d u k s i

p a r a p e s a i n g .

4 . A n a l i s i s K e m a m p u a n I n t e r n a l

S e t i a p p e m s a h a a n h a m s m e n i i a i k e k u a t a n d a n k e l e m a h a n n y a d i b a n d i n g k a n p a r a

p e s a i n g n y a . P e n i l a i a n t e r s e b u t d a p a t d i d a s a r k a n p a d a f a k t o r - f a k t o r s e p e r t i

t e k n o l o g i , s u m b e r d a y a f m a n c i a ! . k e m a m p u a n p e m a n u f a k t u r a n , k e k u a t a n

p e m a s a r a n , d a n b i s n i s p e l a n g g a n y a n g d i m i l i k i .

5 . P r i l a k u K o n s u m e n

P r i l a k u k o n s u m e n p e r l u d i p a n t a u d a n d i a n a i i s i s k a r e n a h a l i n i s a n g a t b e r m a n f a a t

b a g i p e n g e m b a n g a n p r o d u k , d e s a i n p r o d u k , p e n e t a p a n h a r g a , d a n p e n e n t u a n

p r o m o s i . A n a l s i s p r i l a k u k o n s u m e n d a p a t d i l a k u k a n d e n g a n p e n e l i t i a n ( r i s e t

p a s a r ) , b a i k m e l a l u i o b s e r v a s i m a u p u n m c i o d e s u r v e i .

6 . A n a l i s i s E k o n o m i

D a l a m a n a l i s i s e k o n o m i , p e m s a h a a n d a p a l m c m p e r k i r a k a n p e n g a m h s e t i a p

2 3

p e l u a n g p e m a s a r a n t e r h a d a p k c m u n g k i n a n m e n d a p a t k a n l a b a . A n a l i s i s e k o n o m i

t c r d i r i a t a s a n a l i s i s t e r h a d a p k o m i t m e n y a n g d i p e r l u k a n . a n a l i s a B E P (Break

Event A ; / / / ) , p e n i l a i a n r e s l k o / l a b a d a n a n a l i s i s r p c t o r e k o n o m i p e s a i n g .

M e n u m t S w a s t h a d a n H a n d o k o ( 2 0 0 3 : 1 1 8 ) a d a l i m a k o n s e p y a n g d a p a t

d i g u n a k a n p e m s a h a a n d a l a m k e g i a l a n s t r a t e g i n y a y a i t u :

1 . S e g m c n t a s i P a s a r

S c g m e n t a s i p a s a r m e n u m t S w a s t h a d a n H a n d o k o ( 1 9 9 1 : 1 1 8 ) m e m b a g i

p a s a r m e n j a d i s c g m c n - s c g m c n p a s a r t e r t e n l u y a n g d i j a d i k a n s a s a r a n

p e n j u a l a n y a n g a k a n d i e a p a i d e n g a n m a r k e t i n g m i x l e r l e n l u .

2 . P e n e n t u a n P o s i s i P a s a r

P o s i s i p a s a r d i l a k u k a n d i m a n a p a d a p o s i s i t e r s e b u t p e m s a h a a n m e m i l i k i

k e s e m p a t a n u n t u k m e n d a p a t k a n k e d u d u k a n y a n g k u a t s e h i n g g a d a p a t

m c n g h a s i l k a n p e n j u a l a n d a n l a b a y a n g p a l i n g b e s a r .

3 . S t r a t e g i M e m a s u k i P a s a r

P a d a s t r a t e g i i n i p e m s a h a a n h a m s m e n g e t a h u i d a n m e m p r e d i k s i c a r a y a n g

t e p a t u n t u k p e r u s a h a a n m e m a s u k i s e g m e n p a s a r y a n g h e n d a k d i t u j u .

P e m s a h a a n d a p a t m e n e m p u h d e n g a n b e b e r a p a c a r a y a i t u :

M e m b e i i p e m s a h a a n l a i n

B e r k c m b a n g s e n d i r i

K e r j a s a m a d e n g a n p e m s a h a a n l a i n

4 . S t r a t e g i M a r k e t i n g M i x

M a r k e t i n g m i x a d a l a h s t r a t e g i d a l a m m e n g e l o l a k e g i a t a n - k e g i a t a n

I

24

m a r k e t i n g a g a r m e n d a p a t k a n k o m b i n a s i m a k s i m u m s e h i n g g a m e n d a p a t k a n

h a s i l y a n g l e b i h b a i k .

5 . S l r a t c g i P e n e n t u a n W a k t u P e n e l i t i a n P e m a s a r a n t e r h a d a p P r o d u k y a n g

h e n d a k d i p a s a r k a n

P r o s e s p e r e n c a n a a n p e m a s a r a n y a n g s t r a t c g i s m e n u m t S t a n t o n ( 2 0 0 6 : 4 5 )

t c r d i r i d a r i b e b e r a p a l a n g k a h , y a i t u :

1 . M c l a k s a n a k a n a n a l i s i s s i l u a s i , y a n g m e n c a k u p a n a l i s i s s i t u a s i

p e m s a h a a n y a n g s e d a n g t e r j a d i , m e l i p u l i p a s a r , p e r s a i n g a n p r o d u k ,

s y s t e m d i s t r i b u s i , d a n p r o g r a m p r o m o s i j u g a m e n y a n g k u t k e s e m p a t a n

p e m a s a r a n d i m a s a y a n g a k a n d a t i n g .

2 . M e n e n t u k a n s a s a r a n p e m a s a r a n

3 . M c l a k s a n a k a n s c l c k s i d a n a n a l i s i s t a r g e t pa . sa r

4 . M c r a n c a n g d a n m e n g e m b a n g k a n marketing mix y a n g s t r a t c g i s u n t u k

m e m u a s k a n t a r g e t p a s a m y a d a n m e n c a p a i t u j u a n p e m a s a r a n n y a .

5 . Strategi Pemasaran Jasa

A p a b i l a d i i i h a t d a r i s e c t o r j a s a , s t r a t e g i p e m a s r a n d i g u n a k a n u n t u k

m e n i n g k a t k a n p e l a y a n a n n y a d a n m e n i n g k a t k a n j u m i a h p e l a n g g a n s e h i n g g a

d a p a t m e n i n g k a t k a n n i l a i p e n j u a l a n . S t r a t e g i p e m a s a r a n j u g a d i b u t u h k a n u n t u k

m e n i n g k a t k a n k u a l i t a s j a s a y a n g d i t a w a r k a n .

D a l a m b i s n i s j a s a y a n g s a n g a t k o m p l e k s b a n y a k s e k a l i e l e m e n - e l e m e n

y a n g m e m p e n g a m h i n y a t i d a k h a n y a d a r i d a l a m p e m s a h a a n i t u s e n d i r i j u g a

2 5

b e i a s a l d a r i U i a r p e m s a h a a n . m i s a l n y a l i n g k u n g a n f i s i k , o r g a n i s a s i i n t e r n a l ,

k o n l a k p e r s o n a l , i k l a n , l a g i h a n d a n p e i n h a ) a r a n , k o m e n l a i d a r i i n i t h i l k e i n u h i l

d a n s e b a g a i n y a .

M e n g i n g a l b a n y a k n y a e l e m e n - e l e n ' i e n t e r s e b u t , G r o n r o o s m e n y a t a k a n

b a h w a " p e m a s a r a n l i d a k h a n y a m e m b u l u h k a n p e m a s a r a n e k s t e m a l t e t a p i j u g a

p e m a s a r a n i n t e r n a l d a n i n l c r a k l i f / d u a a r a h .

P c r i i s a l i n a i ) .

Pemasaran Intcraktif

Tiga Jenis Pemasaran dalam Industri Jasa

1. Pemasaran Ekstemal

P e m a s a r a n c k s t e m a l m c n g g a m b a i k a n p e k e r j a a n n o r m a l y a n g d i l a k u k a n o l e h

p e m s a h a a n d a l a m m e m p e r s i a p k a n j a s a . S e p e i l i d i k e t a h u i , b a u r a n p e m a s a r a n a t a u

marketing m / . r j a s a t e r d i r i d a r i 7 P, y a i t u

26

a . P r o d u k ( P r o d u c t )

P r o d u k m e r u p a k a n s e g a l a s e s u a t u y a n g d a p a l d i t a w a r k a n p r o d u s e n u n t u k

d i p e i h a l i k a n , d i m i n t a , d i c a i i , d i g u n a k a n a t a u d i k o n s u m s i p a s a r s e b a g a i

p e m e n u h a n k e b u t u h a n a t a u k e i n g i n a n p a s a r y a n g b e r s a n g k u t a n . P e r u s a h a a n

m e m p e n g a r y h i p e i a n g g a n n y a m e l a l u i p r o d u k / j a s a y a n g d i t a w a r k a n .

P e r u s a h a a n p e r l u m e m b e r i k a n p e r h a t i a n k e p a d a s e m u a a s p e k d a r i p e n a m p i i a n

j a s a y a n g b i s a m e n c i p t a k a n n i l a i b a g i p c l a n g g a n .

b. H a r g a ( P r i c e )

H a r g a d i s i n i m e i n a i n k a n p e r a n a n p e n t i n g d a l a m p r o s e s b a u r a n p e m a s a r a n ,

k a r e n a p e n e t a p a n h a r g a t e r k a i t l a n g s u n g d e n g a n revenue y a n g d i t e r i m a o l e h

p e r u s a h a a n . K e p u t u s a n p e n e t a p a n h a r g a j u g a s e d e m i k i a n p e n t i n g d a l a m

m e n e n t u k a n s e b e r a p a j a u h s e b u a h p e l a y a n a n j a s a d i n i l a i o l e h p e l a n g g a n d a n

j u g a d a l a m p r o s e s m e i n b a n g u n c i t r a . .

L o k a s i m e n j a d i p e n e n i u y a n g c u k u p p e n t i n g d a l a m m e m b a n t u m a s y a r a k a t

s e h i n g g a m u d a h d i j a n g k a u d a n m e m b e r i k a n k e m u d a h a n a t a u c i t r a t e r s e n d i r i

p a d a p a n d a n g a n m a s y a r a k a t s e l a k u p e m a k a i j a s a .

d . P r o m o t i o n

P r o m o s i d i l a k u k a n s e t i a p p e r u s a h a a n d a n t u j u a n u l a m a p r o m o s i a d a l a h

m c n g i n f o n n a s i k a n , m e m p e n g a m h i d a n m c m b u j u k , s e r t a m c n g i n g a t k a n

p c l a n g g a n s a s a r a n t e n t a n g p e r u s a h a a n d a n b a u r a n p e m a s a r a n n y a t e r u t a m a

c . P l a c e

27

k e p a d a p c l a n g g a n b a m . P r o m o s i b c r k a i i a n d e n g a n b a g a i m a n a o r a n g d a p a t

m e n g e n a i p r o d u k / j a s a p e m s a h a a n , i a l u i n c m a h a m i n y a . b e m b a h s i k a p

m e n y u k a i , y a k i n k e m u d i a n a k h i m y a m e n g k o n s u m s i d a n s e l a l u i n g a t a k a n

p r o d u k t e r s e b u t . P e m s a h a a n p e r l u m e m p r o m o s i k a n k e u n t u n g a n . k e u n g g u l a n

d a r i j a s a y a n g d i t a w a r k a n , k a p a n d a n b a g a i m a n a m c m p e r o l e h n y a d a n

m e n y e d i a k a n i n s l m k s i b a g a i m a n a p e l a n g g a n b i s a b e r p a r t i s i p a s i d a l a m p r o s e s

j a s a t e r s e b u t . P r o g r a m p r o m o s i p e m s a h a a n j a s a s e h a m s n y a m e m p u n y a i t i g a

t u j u a n u t a m a y a i t u p e r l a m a a d a l a h i n e n g g a m b a i k a i i m a n f a a t y a n g d i p c p

d a r i j a s a . k c d u a m e m b u a t t a w a r a n m u d a h d i b e d a k a n d e n g a n t a w a r a n p e s a i n g

p e m s a h a a n , d a n t e r a k h i r m e m b u a t n a m a a t a u r e p u t a s i y a n g b a i k .

P r o c e s s

P r o s e s a d a l a h b a g a i m a n a j a s a d i s a m p a i k a n , d e n g a n m e n g g u n a k a n s u a t u

m e t o d e d a n r a n g k a i a n t i n d a k a n y a n g m e n g g a m b a r k a n k i n e i j a (performance)

j a s a . D e s a i n p r o s e s y a n g b u m k s e p e r t i l a m b a t , b i r o k r a s i y a n g b e r b e l i t - b e l i t

a l a u p e n y a m p a i j a s a y a n g t i d a k e f e k t i f a k a n m e n y u s a h k a n p e m a k a i j a s a y a n g

m e n g a k i b a t k a n p e m s a h a a n b i s a k e h i l a n g a n p e l a n g g a n .

P e o p l e

P e m s a h a a n d a p a t m e m b e d a k a n d i r i n y a d e n g a n c a r a m e r e k m t d a n m e l a t i h

s e r t a m e m o t i v a s i k a r y a w a n y a n g m a m p u d a n l e b i h d a p a t d i a n d a l k a n d a l a m

b e r h u b u n g a n d e n g a n p e l a n g g a n , d a r i p a d a k a r y a w a n p e s a i n g n y a . B a n y a k

p e m s a h a a n j a s a l e r g a n l u n g p a d a i n t e r a k s i l a n g s u n g a n t a r a p e l a n g g a n d e n g a n

k a r y a w a n p e m s a h a a n . I n t e r a s k d i s e m a c a m i n i b i s a m e m p e n g a m h i p e r s e p s i

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p e l a n g g a n a k a n k u a l i t a s j a s a y a n g d i t a w a r k a n o e l h p e m s a h a a n .

g. P h y s i c a l E v i d a i i c c

S a r a n a fisik m e n y a n g k u t l i n g k u n g a n fisik p e m s a h a a n t e m p a t j a s a d i c i p t a k a n

d a n t e m p a t p e n y e d i a j a s a d a n k o n s u m e n b e r i n l e r a k s i . S a r a n a fisik y a n g

d i m i l i k i p e m s a h a a n s c p e r i p e n a m p i i a n g e d u n g . l a h a n p a r k i r , i n t e r i o r

b a n g u n a n k a n t o r . p e i a l a t a n , k a r y a w a n , k e n d a r a a n , d a n m a t e r i a l l a i n n y a u n t u k

m e n y a m p a i k a n k e p a d a p e m a k a i j a s a y a n g m e n u n j u k k a n m u t u j a s a

p e m s a h a a n . K a r e n a p e n a m p i i a n j a s a a d a l a h t i d a k d a p a t d i s e n t u h , b u k t i fisik

m e n g g a b a r k a n k u a l i t a s j a s a m e m p e n g a m h i b a g a i m a n a p e l a n g g a n ( t e m t a m a

p c l a n g g a n b a m ) u n l u k m e n i i a i j a s a y a n g d i t a w a r k a n .

2. P e m a s a r a n I n t e r n a l

P e m a s a r a n i n t e r n a l m e n j e l a s k a n p e k e r j a a n y a n g d i l a k u k a n o l e h p e m s a h a a n u n t u k

m e l a t i h d a n m e m o t i v a s i p e g a w a i n y a ( s e b a g a i a s e l u t a m a p e m s a h a a n d a n u j u n g

t o m b a k p e l a y a n a n ) a g a r m e l a y a n i p c l a n g g a n d e n g a n b a i k . A d a b a i k n y a p u l a d i b e r i

p e n g a k u a n d a n p c n g h a r g a a n y a n g s e p a d a n k e p a d a p a r a k a r y a w a n . D i m a n a d a p a t

m e m b a n g k i t k a n m o t i v a s i , m o r a l k e r j a . r a s a b a n g g a , l o y a l i t a s d a n r a s a m e m l i k i

p a d a s e t i a p k a r y a w a n n y a , y a n g p a d a g i l i r a n n y a d a p a t m e m b e r i k a n k o n t r i b u s i b e s a r

b a g i p e m s a h a a n d a n b a g i p c l a n g g a n y a n g d i i a y a n i .

3. P e m a s a r a n I n t c r a k t i f

P e m a s a r a n i n t c r a k t i f m c n g g a m b a i k a n k c a h l i a n p e g a w a i d a l a m m e l a y a n i

2 9

p e l a n g g a n . D i h a r a p k a n s e t i a p k a r y a w a n y a n g l o y a l , b e n n o l i v a s i t i n g g i , d a n

d i b c r d a y a k a n d a p a t m e m b e r i k a n total quality scixice k e p a d a s e t i a p p e l a n g g a n

m a u p u n c a l o n p c l a n g g a n . B i l a h a l i n i d a p a l d i l a k s a n a k a n . m a k a p e l a n g g a n y a n g

p u a s a k a n m e n j a l l i n h u b u n g a n b e r k e s i n a m b u n g a n d e n g a n k a r y a w a n d a n

p e r u s a h a a n y a n g b e r s a n g k u t a n . K a r e n a p c l a n g g a n m e n i i a i j a s a b u k a n h a n y a

b e r d a s a i k a n mutu ickiiis m e l a i n k a n j u g a mutuJ'ungsio/ial.

B A B i n

M E T O D E P E N E L I T I A N

A. Jenis Penelitian

M e n u r u t S u g i o n o ( 2 0 0 6 ) , j e n i s p e n e l i l i a n y a n g d i g u n a k a n b e r d a s a r k a n m e t o d e

t i n g k a l eksplanasi d a n a t a u d e s k r i p t i f k u a l i t a t i f , d i m a n a m e r u p a k a n s u a m d a l a y a n g

b e r b e n t u k k a t a , s k c i n a , k a l i m a t d a n g a m b a r .

B. Tcmpat penelitian

P e n e l i t i a n y a n g d i l a k u k a n p a d a P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g

y a n g b e r a l a m a t d i .11. K o I . H . B u r l i a n N o . 1 7 3 K m . 5 P a l e m b a n g 3 0 1 5 1 .

C . Opcrasionalisasi Variable

1, Strategi Bauran Pemasaran

S l r a t c g i b a u r a n p e m a s a r a n y a n g d i l a k u k a n o l e h P T . A . s u r a n s i W a h a n a T a t a

C a b a n g P a l e m b a n g u n t u k m e n c a p a i t u j u a n p e m a s a r a n n y a a d a l a h 7 P y a i t u :

a. Produk {Product) :

P r o d u k i n t i a t a u generic ' M e n a w a r k a n j a s a u t a m a k e p a d a k o n s u m e n y a i t u

p e n a w a r a n j a s a j a m i n a n a s u r a n s i a l a u p e r t a n g g u n g a n a s u r a n s i d a n

m e m b e r i k a n p e l a y a n a n c k s l r a y a n g d a p a t m e m u a s k a n p e l a n g g a n y a i t u

m e m b e r i k a n k e i . s l i m c w a a n - k e i s t i m e w a a n d a l a m p r o d u k y a n g d i t a w a r k a n ,

m e m b e r i k a n p e r l u a s a n j a m i n a n , k e c e p a t a n d a n k e i e p a i a i i d a l a m p r o s e d u r

p e n g u i - u s a n p o l i s a s u r a n s i , d a n c i t r a p r o d u k a s u r a n s i d i m a t a k o n s u m e n .

30

31

b. H a r g a (Pricey

H a r g a y a n g d i b e l a k u k a n P T . A s u r a n s i W a h a n a T a l a C a b a n g P a l e m b a n g y a i t u

b e m p a b i a y a p r c m i d a n b c s a m y a p r c m i y a n g s a n g a t b e r s a i n g d e n g a n p e s a i n g .

D e n g a n h a r a p a n b a h w a c a l o n n a s a b a h a k a n l a n g s u n g t e r t a r i k d e n g a n p r o d u k

a s u r a n s i y a n g d i t a w a r k a n , k a r e n a p r e m i r e n d a h . p a d a h a l m e m p u n y a i j a m i n a n

y a n g l u a s d a n s a n g a t t c i j a m i n p e l a y a n a n n y a .

c . P r o m o s i { P r o m o t i o n ) ,

K e g i a t a n p r o m o s i y a n g d i l a k u k a n o l c h P T . A s u r a n s i W a h a n a T a t a C a b a n g

P a l e m b a n g s e l a m a i n i h a n y a m e l a k u k a n p r o m o s i y a n g t e r b a t a s p a d a l i n g k u n g a n

p e m e r i n t a h d a e r a h s c d a n g k a n i n s t a n s i n o n p e m e r i n t a h k u r a n g b e g i l u m e l u a s .

d. T c m p a t ( P l a c e ) ,

P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l c m b a n g t e i a h m e m i l i h l o k a s i y a n g s a n g a t

s t r a t c g i s , y a i t u d i t c n g a h k o t a . D e n g a n m u d a h n y a a k s c s I r a n s p o r t a s i d a n

k o m u n i k a s i , l e n t u n y a a k a n m c m u d a l i k a n k o n s u m e n d a l a m m e l a k u k a n

h u b u n g a n d e n g a n p e m s a h a a n . S e h i n g g a s e c a r a l a n g s u n g k o n s u m e n a k a n

m e r a s a s a n g a t d i m u d a h k a n d a n m e r a s a p u a s .

e . O r a n g ( P e o p l e ) ,

P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g m e l a k u k a n s e l e k s i d a l a m

m e m i l i h p e g a w a i d a n k a r y a w a n d a n j u g a m e n e r a p k a n s t a n d a r k u a l i t a s t i n g g i

d a l a m m e n e n t u k a n p a r a c a l o n p e g a w a i d a n k a r y a w a n , d a n j u g a I n m s

m e m p u n y a i k o m i t m e n y a n g t i n g g i d a l a m m c n j a l a n k a n v i s i d a n m i s i

p e m s a h a a n .

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/ Proses (Process),

P T . A s u r a n s i W a h a n a T a l a C a b a n g P a l e m b a n g t e l a h m e n e r a p k a n s t a n d a r

k u a l i t a s k e r j a y a n g t i n g g i d a l a m b u d a y a k e r j a p e r u s a h a a n , c o n t o h n y a

m e n c t a p k a n k e b i j a k a n One Day Sei vice y a i t u p r o s e s p e m b u a l a n p o l i s a s u r a n s i

h a n y a d a l a m s a t u h a r i

g. Layanan Konsumen (Customer Service).

S a a t p r a - t r a n s a k s i p e r u s a h a a n m e n e r a p k a n One Day Sen'ice y a i t u p e l a y a n a n

p e m b u a t a n p o l i s a s u r a n s i h a n y a d a l a m s a t u h a r i

T r a n s a k s i p e r u s a h a a n m e n e r a p k a n Zero Time Response, y a i t u m e r e s p o n d a n

m c n a n g a n i p c n g a d u a n k l a i m d a r i n a s a b a h d a l a m w a k t u s c s i n g k a t m u n g k i n

P a s c a t r a n s a k s i p e r u s a h a a n m e m b e r i k a n p e l a y a n a n t e r b a i k k e p a d a p a r a

k o n s u m e n d a n t c t a p m c n j a l i n s i l a t u r a h m i m e l a l u i u c a p a n - u c ; p a n s e l a m a t

k e p a d a n a s a b a h , m e m b e r i k a n p o r h a t i a n - p e r h a t i a n y a n g l u l u s , m e m b e r i k a n

h a d i a h a t a u b i n g k i s a i i k e p a d a n a s a b a h .

I n d i k a t o r n y a a d a l a h d a r i k e l u j u h marketing mix t a d i a k a n d i c a r i , s t r a t e g i

p e m a s a r a n a p a y a n g p a l i n g e f e k t i f / d o m i n a n y a n g s a n g a t m e m p e n g a r u h i

p e n j u a l a n p o l i s d i p a s a r .

2 . V o l u m e P e n j u a l a n P o l l s

A d a l a h h a s i l p e n j u a l a n y a n g d i p e r o l e h P T . A s u r a n s i W a h a n a T a t a C a b a n g

P a l c m b a n g . a d a p u n i n d i k a l o m y a a d a l a h h a s i l p e n j u a l a n d a r i t a h u n 2 0 0 4 , 2 0 0 5 , 2 0 0 6 ,

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2 0 0 7 d a n 2 0 0 8 d a l a m b e n t u k r u p i a h .

D. Data yang digunakan

M e n u m t M u d r a j a d K u n c o r o ( 2 0 0 3 : 1 2 4 ) , d a t a y a n g d i g u n a k a n d a l a m s u a t u

p e n e l i l i a n t e r d i r i d a r i :

1 . D a t a P r i m e r

D a l a p r i m e r m e m p a k a n d a t a y a n g d i p e r o l e h d e n g a n s u r v e y l a l a n g a n y a n g

m e n g g u n a k a n m e t o d e p e n g u m p u l a n d a t a o r i g i n a l .

2 . D a t a S e k u n d e r

D a t a s e k u n d e r m e m p a k a n d a t a y a n g t c l a h d i k u m p u l k a n o l e h l e m b a g a

p e n g u m p u l d a l a d a n d i p u b l i k a s i k a n k e p a d a m a s y a r a k a t p e n g g u n a j a s a .

A d a p u n d a l a y a n g d i g u n a k a n p e n u l i s d a l a m p e n e l i t i a n i n i a d a l a h d a t a s e k u n d e r y a n g

t e r d i r i d a r i :

1 . G a m b a r a n U m u m P T . A s u r a n s i W a h a n a T a l a C a b a n g P a l e m b a n g

2 . L a p o r a n K e u a n g a n P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g

E . Teknik Pengumpulan Data

1 . M e t o d e W a w a n c a r a

M e t o d e w a w a n c a r a a d a l a h p e n g u m p u l a n d a t a d e n g a n c a r a m e n a n y a k a n

l a n g s u n g i n f o m i a s i y a n g d i b u t u h k a n k e p a d a p i m p i n a n a t a u s t a f k a r y a w a n

y a n g b e r w e n a n g m e m b e r i k a n i n f o r m a s i m e n g e n a i d a t a t e r s e b u t .

3 4

2 . M e t o d e D o k u m e n t a s i

M e n g u m p u l k a n b u k t i - b u k t i d a n k e t e r a n g a n - k e t e r a n g a n d a r i p e r u s a h a a n y a n g

d i b u t u h k a n d a l a m p e n e l i t i a n .

F. Analisis Data dan Teknis Analisis.

1. Analisis Data

T e k n i k a n a l i s i s y a n g d i g u n a k a n a d a l a h a n a l i s i s k u a l i t a t i f d e s k r i p t i f . T e k n i k

a n a l i s i s d i l a k u k a n d e n g a n c a r a n i e n i b a n d i n g k a n l e o r i - t e o r i y a n g a d a , p e r a t u r a n -

p e r a i u r a n y a n g b c r l a k u d a n k e b i j a k a n m a n a j e m e n y a n g d i j a l a n k a n d e n g a n k o n d i s i

y a n g a d a d i l a p a n g a n .

2. Teknis Analisis

T e k n i k a n a l i s i s y a n g d i g u n a k a n a d a l a h k u a l i t a t i f y a i t u e k n i k y a n g

m e m b e r i k a n g a m b a r a n y a n g j e l a s m e n g e n a i m a s a l a h y a n g d ' h a d a p i d e n g a n c a r a

m e l u k i s k a n k e a d a a n y a n g m e m b e r i k a n g a m b a r a n t e n t a n g o b j e k y a n g d i t e l i t i .

RAB IV

ASH, r i ' M J I I IAN l » A N rMMIIAIIASAN

A . H A S I L P E N E L I T I A N

1. G a m b a r a n U m u m P e r u s a h a a n

P a d a l a n g g a l 2 5 J u l i 2 0 1 0 p e m s a h a a n P T . A s u r a n s i W a h a n a T a t a t e l a h

b e m s i a 4 6 t a h u n . S e b a g a i k a r j ' a v / a n , d i a n t a r a n y a m a s i h a d a y a n g b e l u m

m e n g e t a h u i a w a l m u l a b e r d i r i n y a p e m s a h a a n t e r s e b u t . P a d a h a r i S a b t u , 2 5 J u l i

1 9 6 4 d i J l . B l i b i s N o . 1 9 S u r a b a y a , s e c a r a r e s m i b e r d i r i l a h s e b u a h p e m s a h a a n

a s u r a n s i k e m g i a n n a m a p e m s a h a a n i t u P T . M a k a p a i A s u r a n s i M a d i j o i n i a w a l

m u l a n y a b e r d i r i n y a p e m s a h a a n P T . A s u r a n s i W a h a n a T a t a m o d a l d a s a r

p e m s a h a a n i t u a d a l a h R p . 1 5 . 0 0 0 . 0 0 0 , - s c m e n t a r a r n o d a l s e t o m y a a d a l a h R p .

8 . 5 0 0 . 0 0 0 , - d i h a d a p a n N o t a r i s J u l i a n N i m r o d S i r e g a r g e l a r M a n g a r a d j a N a m o r a

S a r j a n a H u k u m y a n g t e l a h m e n d a p a t p e n g e s a h a n d a r i M e n t e r i K e h a k i m a n

R e p u b l i k I n d o n e s i a t e r t a n g g a l 2 3 S e p t e m b e r 1 9 6 4 N o . J . A . 5 / 1 0 8 / 2 2 , T a m b a h a n

B e r i t a N e g a r a R l N o . 8 1 t a h u n 1 9 6 5 .

S e b e l a s t a h u n k e m u d i a n , t e p a t t a h u n 1 9 7 5 , B e r d a s a r k a n R a p a t U m u m

P e m e g a n g S a h a m P T . M a k a p a i A s u m a s i M a d i j o b e m b a h m e n j a d i P T . A s u r a n s i

W a h a n a T a t a y a n g k e d u d u k a n k a n t o r p u s a t d i p i n d a h k a n k e J a k a r t a y a i t u J l .

K a l i b e s a r B a r a t N o . 5 J a k a r t a K o t a , a k t e n a m a t e l a h m e n d a p a t p e n g e s a h a n d a r i

M e n l c r i K e h a k i m a n R e p u b l i k I n d o n e s i a t e r t a n g g a l 1 7 M a r e t ' , 9 7 6 N o . 4 0 3 T a h u n

1 9 7 3 . K a t a " W a h a n a T a t a " d i a m b i l d a r i b a h a s a J a w a , w a h a n a a d a l a h t e m p a l .

3 6

s c d a n g k a n t a l a a d a l a h m e n g a l u r y a n g b e r a r t i " T c m p a t M c n g a t u r ' \ d a r i t a h u n k e

t a h u n P T . A s u r a n s i W a h a n a T a t a t c r u s b e r k e i n b a n g s e m a k i n b e s a r . S e i r i n g d e n g a n

p e r k e m b a n g a n i i u d i b u k a l a h c a b a n g - c a b a n g h a m p i r d i s e m u a k o t a p r o v i n s i d i

I n d o n e s i a . K a r y a w a n j u g a m a k i n b e r l a m b a h b a n y a k s e h i n g g a d i b u t u h k a n t e m p a t

y a n g m e m a d a i , u n t u k m e m e n u h i k e b u t u h a n i t u m a k a p a d a t a n g g a l 0 6 M a r e t 1 9 8 9

K a n t o r P u s a t P T . A s u r a n s i W a h a n a T a t a m e n e m p a t i g e d u n g k a w a s a n b i s n i s

k u n i n g a n , t e p a t n y a d i G e d u n g A s u r a n s i W a h a n a T a t a .

P a d a t a h u n 2 0 0 0 m o d a l s e t o r d i t i n g k a t k a n s e b e s a r R p . 1 0 0 . 0 0 0 . 0 0 0 . 0 0 0 , -

j u m l a h c a b a n g j u g a b e r l a m b a h 2 5 c a b a n g p a d a t a h u n 2 0 0 2 m e n j a d i 3 0 c a b a n g

p a d a t a h u n 2 0 0 3 j u m i a h k a r y a w a n p a d a a k h i r 2 0 0 2 a d a 5 8 6 o r a n g d a n p a d a t a h u n

2 0 0 5 m e n j a d i 7 5 0 o r a n g -

S e m e n l a r a p e n n a r e t 2 0 0 9 j u m i a h k a r y a w a n t e l a h m e n c a p a i 7 8 4 o r a n g , d a n

p a d a a w a l t a h u n 2 0 1 0 s u d a h m e n j a d i 7 9 9 o r a n g . U n t u k m e n i n g k a t k a n p r o s e s d a t a

d a l a m r a n g k a m e n i n g k a t k a n k u a l i t a s d a n k e c e p a t a n p e l a y a n a n p a d a a w a l m a r e t

2 0 0 2 p e r u s a h a a n t e l a h m e m u l a i p r o y e k p e n g e m b a n g a n s i s t e m t e r p a d u y a n g d i b e r i

n a m a L i n t a s w a t a y a n g d i a p l i k a s i k a n d i s e l u r u h c a b a n g d a n k a n t o r p u s a t p a d a

b u l a n A g u s t u s 2 0 0 5 s a m b i l t e r n s d i l a k u k a n p e r b a i k a n d a n p e n y e m p u m a a n

b e r j a l a n n y a w a k t u m e n d o r o n g p e r u s a h a a n u n t u k t e r u s m e l a k u k a n i n o v a s i d a n

p e m b a h a n , d a n a w a l t a h u n 2 0 1 0 K a n t o r P u s a t A s u r a n s i W a h a n a T a t a m e n e t a p d i

J l . H R . R a s u n a S a i d K a v . C - 4 J a k a r t a S e l a t a n t a n g g a l 2 3 S e p t e m b e r 2 0 0 8 s a m p a i

s a a t i n i .

37

P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l c m b a n g m u l a i h e r o p e r a s i p a d a

t a n g g a l 1 0 S e p t e m b e r 1 9 8 5 y a n g p a d a m u l a n y a b c r l o k a s i d i J l . V e t e r a n N o . 1 3 6 5

P a l e m b a n g c l a n k e m u d i a n p a d a t a h u n 2 0 0 5 b e i - p i n d a h a l a m a t d i J a l a n K o l o n e l H .

B u t i i a n N o . 1 7 3 K m . 5 P a l c m b a n g h i n g g a s c k a r a n g .

2 . Struktur O r g a n i s a s i

S t r u k t u r o r g a n i s a s i d a p a l d i p a n d a n g s e b a g a i d a s a r k e s e l u r u h a n y a n g

m e m p e r s a l u k a n f u n g s i - f u n g s i p e r u s a h a a n d a n m e n c t a p k a n h u b u n g a n p e r s o n i l

y a n g m e l a k u k a n f u n g s i t e r s e b u t , d e n g a n a d a n y a s t r u k t u r o r g a n i s a s i m a k a k e g i a t a n

y a n g d i l a k u k a n o l c h m a s i n g - m a s i n g b i d a n g d a p a t b e r g u n a , u n t u k m e m p e r l i h a t k a n

d a n m e n u n j u k k a n k c s a t u a n d a n a r u s l a l u l i n t a s k e g i a l a n , a t a u d e n g a n k a t a I a i n

s t r n k l u r o r g a n i s a s i m e r u p a k a n p e n c e n n i n a n d a r i a r u s l a l u l i n t a s w e w e n a n g

t a n g g u n g j a w a b d a l a m p e r u s a h a a n s e c a r a v e r l i k a l d a n h o r i z o n t a l . S t r u k t u r

o r g a n i s a s i a k a n l a m p a k l e b i h j e l a s d a n t e g a s b i l a d i l u a n g k a n d a l a m b a g a n

o r g a n i s a s i y a n g b e r s a n g k u t a n .

S t r u k t u r o r g a n i s a s i P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g i n i

b e r b e n t u k O r g a n i s a s i G a r i s (Line Organization) k a r e n a p i m p i n a n m e m p u n y a i s a t u

g a r i s p c r i n t a h d a r i a t a s l a n g s u n g k e b a w a i i , s c d a n g k a n l a p o r a n a d a l a h d a i i b a w a h

k e a t a s .

A d a p u n S t n j k t u r O r g a n i s a s i P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l c m b a n g

s e b a g a i b e r i k u t :

S T R U K T U R O R G A N I S A S I P T . A S U R A N S I WAHANA T A T A

C A B A N G P A L E M B A N G

M A N A G E R

1. A . A G U N G P R A S E T Y O

D E P . M A N A G E R

2. A D I I Y K A R Y A N T O . S.So.s. A A A I - K

ASS MANAGER MARKETING

3. T O N I M U S I A R T G N O A S S M A N A G E R F I N / A C C ASS M A N A G E R C L A I M

6. K U S U M A C H A N D R A , S E . Ak 4. J H O N A D A G E N I H. S.Kom

A S S M A N A G E R I X V D E R W R I ! ING & G A

5. E L V I S N E D I E . M. S E

i S T A F M A R K E T I N G

Harry Wiguna (Pro Manager) I. Sari Earlianti, S T (Pro Manager M A O )

Farizal, S ( M A O ; 0 Indra Irawan, S E 1 Arpan, ST

S T A F M A R K E T I N G S T A F C L . A I M

Eva Maurianda, S E , A k 14. S E B A S T I A N . S E ( P R O M A N A G E R )

15. A B R A M N A S S E R

16. Y A Z M A R J E N N Y , S E

S T A F F G E N E R A L A F F A I R

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1 ) . U r a i a n d a n T u g a s y a n g I c r d a p a t d a l a m S t n j k t u r O r g a n i s a s i P T . A n s u r a n s i W a h a n a

T a t a C a b a n g P a l c m b a n g .

a. M a n a j e r

M a n a j e r s e b a g a i p e m i m p i n p e m s a h a a n m e m p u n y a i l u g a s s e b a g a i b e r i k u t :

M e n e n t u k a n T a r g e t P r o d u k s i K a n t o r C a b a n g .

M e n e n t u k a n s t r a t e g i c a b a n g .

M e n g a p l i k a s i k a n k e p u t u s a n d a r i k a n t o r p u s a t u n l u k d i t a r a p k a n d i k a n t o r

c a b a n g .

M c n y i a p k a n / m e m p u n y a i p l a n n i n g j a n g k a p e n d c k m a u p u n j a n g k a p a n j a n g .

B e r t a n g g u n g j a w a b a l a s b e r j a l a n n y a p r o g r a m a n s u r a n s i w a h a n a t a t a

M e n j a d i n a r a s u m b c r b a g i b a w a h a n d a n m c n i p e r h a l i k a n k e s c j a h l r a a n

k a r y a w a n .

M c n g a m a n k a n k e u a n g a n p e m s a h a a n

M c n g a m b i l a l i h t a n g g u n g j a w a b a p a b i l a b a w a h a n m e l a k u k a n k e s a l a h a n d a l a m

m e l a k u k a n p e k e r j a a n / k e d i n a s a a n .

b . Deputy Manager B a g i a n Marketing a d a l a h :

A d a p u n t u g a s ileputy manajer marketing a d a l a h :

M e n g k o r d i n a s i p e r e n c a n a a n t a r g e t c a b a n g

M e l a k u k a n m o n i t o r i n g d a n m e m b e r i k a n n o i i f i k a s i t e n t a n g t i d a k a n y a n g p e r l u

d i l a k u k a n ( j i k a d i k e h c n d a k i ) m e l a l u i s y s t e m t e r h a d a p :

( 1 ) . Wnrkplan c l a n keg ia t anpropecs t ing d a r i j a j a r a n m a r k e t i n g

( 2 ) . P r o s e s d a n p e r k e m b a n g a n p e n a n g a n a n p e r m i n i a a n p e n u t u p a n m u a l a i d a r i

4 0

Incoming Request, simulation, s e h i n g g a f i n a l i s a s i d a n o r d e r o l e h j a j a r a n

m a r k e t i n g .

M e l a k u k a n eutiy k e d a l a m s y s t e m j a d w a l k e g i a t a n prospecting k e d a l a m

s y t e m

M e l a k u k a n entiy d a t a d a n p e n a n g g a n a n p r o s e s s e l a n j u t n y a a t a s account y a n g

d i t a n g a n i , d a r i s e j a k t a h a p Incoming Reques, simulation hingga finalisasi d a n

o r d e r .

M e m b e r i k a n p e r s e t u j u a n d a n p e n o l a k a n

P e r m i n t a a n k o r e s p o n d c n s i ( n e g o s i a s i a t a s k o n d i s i p e n u t u p a n y a n g d i t e t a p k a n

underwriting) y a n g d i a j u k a n M a r k e t i n g

M e n a n g a n i d a n m e n a n g g a p i d a t a Inquily y a n g d i t e r i a m a d a r i C u s t u m e r ^ e z - v / ^

Qffcer

c) . D e p u t y M a n a j e r U R C S a t a u b a g i a n Underwriting / K l a i m

A d a p u n t u g a s d a r i defuty manajer a d a l a h :

M e m u t u s a k a n d i t e r i m a t i d a k n y a p e n u t u p a n a n s u r a n s i y a n g d i a j u k a n o l e h

b a g i a n m a r k r t i n g .

M e m u t u s k a n K l a i m d a p a t d i P c r o s e s a l a u t i d a k

M c n d a t a n g g a n i p o l i s d a n k w i t a n s i

M e n a n d a t a n g a n i c l a i m s t a t e m e n t

d ) . Asislen Manajer k e u n g a n

A d a p u n l u g a s A s i s t e n M a n a j e r b a g i a n k e u a n g a n a d a l a h :

M e m b e r i k a n p e n i l a i a n p c r e s t a s i S l a t

41

M e m e r i k a s a h a s i l k e r j a S t a f

M e m b e r i k a n m a s u k a n k e p a d a m a n a j e m e n ( p i m p i n a n c a b a n g )

M e l a k u k a n k o o r d i n a s i d e n g a n b a g i a n l a i n y a

f) . Asislen Manajer Claim

A d a p u n t u g a s A s i s t e n M a n a j e r b a g i a n C l a i m a d a l a h :

M e m p e r o s e s s e m u a j e n i s k l a i m l i m i t c a b a n g m a u p u n over limit c a b a n g

g ) . P r o M a n a j e r K e u a n g a n

A d a p u n l u g a s Pro manajer k e u a n g a n a d a l a h :

M e n e r i m a , m e n c a t a t d a n m e n y e t o r p e n e r i m a a n p r e m i

M e n c a t a t p e n e r i m a a n y a n g t i d a k b e r h u b u n g a n d e n g a n p r c m i a n s u r a n s i

M c m b u a t b u ki i p e n e r i m a a n ( C e s h C r e d i t V o u c h e r )

M e m b u a l b u k t i p e n g e l u a r a n ( C e s h D e b i t V o u c h e r )

M c l a k u k a n p e m b a y a r a n k l a i m

M c l a k u k a n p e m b a y a r a n o p e r a s i o n a l p e r u s a h a a n s e p c r t l i s t r i k , t e l e p o n , p a m ,

d a n l a i n - l a i n

M c m b u a t K w i t a n s i l a g i h a n p r e m i a n s u r a n s i

h) . Pro Manajer Underwriting

A d a p u n l u g a s Pro manajer underwriting a d a l a h :

M c m b a w a h i Underwriting a d a l a h S t a f f B O

P e r s e t u j u a n a t a u p e n o i a k a n p n n i n l a a n p e n u t u p a n d a r i marketing

P r o s e s Under a l a u Over limit c a b a n g

- M e l a k u k a n e d i t d a t a p e r t a n g g u n g a n y a n g t c l a h d i s c l u j u i n a s a b a h . marketing

42

d a n iiiuk rwriting, g u n a p r o s e s o r d e r d a n p c m e r b i t a n p o l i s

P e n e r b i l a n p o l i s a l a u Emhrscmenl d a n N o t a

P e n g l i u b u n g a n t a r a k a n t o r c a b a n g d e n g a n b a g i a n E D P ( I T )

K o r e s p o d e n s i k e k a n t o r p u s a t u n t u k k e p e n t i n g a n b a g i a n a k s c p t a s i

M e n e r i m a , m e n g a n a l i s i s d a t a m e n g k a j i l a p o r a n - l a p o r a n d a r i p a r a b a w a h a n

y a n g t e r k a i t

M e m b a n t u p e k e r j a a n b a g i a n a k s c p t a s i l a i n n y a .

i ) . Pro Manajer Claim

A d a p u n t u g a s d a r i pro manajer claim a d a l a h :

M e n e r i m a p r o s e s k l a i m d a r i n a s a b a h

M e l a k u k a n s u i - v c y k e l u a r k o t a u n t u k k l a i m k e b a k a r a n d a n k e n d a r a a n

b e n n o t o r

M e m b u a t claim statement

M e m b u a t a t a u p c n y e l e k s i a n k l a i m marine hull

J ) . S t a f f M a r k e t i n g

A d a p u n t u g a s d a r i s t a f f m a r k e t i n g a d a l a h ;

I n p u t d a n C o n t r o l p o l i s s a m p a i s e l e s a i d a n s i a p d i a n t a r

S u r v e y p o l i s - p o l i s y a n g p e r l u d i s u r v e y

A n t a r p o l i s k e n a s a b a h a t a u r e k a n a n d a l a m k o t a

T a a g i h p r c m i k e n a s a b a h a t a u r e k a n a n

- K u n j u n g a n u n t u k m e m b i n a h u b u n g a n k e r j a s a m a k e n a s a b a h a t a u r e k a n a n b a i k

d a l a m m a u p u n l u a r k o l a

43

C e t a k p e r p a n j a n g a n , a n t a r k e t e r t a n g g u n g . input d a n control j a d i p o l i s k e m b a l i

h i n g g a s e l e s a i

E n t e i l a i n t n a s a b a h a t a u r e k a n a n

M c l a k s a n a k a n t u g a s - t u g a s d a r i a t a s a n , m a u p u n k a n t o r p u s a t

M e m b u a t s u r a t p e n a w a r a n k e p a d a c a l o n n a s a b a h

M e m e l i h a r a h u b u n g a n b a i k d e n g a n p o s - p o s B a n k B N I , D a n a m o n , S i m p a n

P i n j a m d a n l a i n - l a i n

T e r i a m a d a n p e r i k s a a p l i k a s i y a n g m a s u k k c m a r k e t i n g

k ) Sia/f K e u a n g a n

A d a p u n t u g a s d a r i .v/£///"kcuangan a d a l a h :

M e n g e c e k k a r t u n p i u l a n g

M e m b u a t s u r a t t a g i b a n p r e m i a n s u r a n s i

M e n g i r i m d o k u m e n a k u t a n s i a t a u k e u a n g a n

M c m b u a t l a p o r a n k e b a g i a n M a r k c l i n g d a f l a r l a g i h a n p r e m i a n s u a r a n s i

M e m b u a t l a p o r a n m a n a g e m c n

1) . Staff Vmum a t a u General Affair

A d a p u n l u g a s .staff umum a l a u General Affair a d a l a h :

Mcregi.ster s u r a t m a s u k , s u r a t k e l u a r , facsimile m a s u k d a n k e l u a r , e m a i l

m a s u k d a n k e l u a r .

- M e n e r i m a i c l c p o n m a s u k d a n m e m b a n t u u n t u k t e l e p o n k e l u a r y a n g s i f a t

i n n i c i i o k a l

M c m i n t a b a r a n g - b a r a n g c c l a k a n k e K a n t o r P u s a t

44

M c i e k a p a b s e n t b u l a n a n u n t u k d i l a p o r k a n k e K a n t o r P u s a t

M e m o n i l o r p a j a k k e n d a r a a n - k e n d a r a a n d i n a s y a n g j a t u h t e m p o d a n s e g e r a

u n l u k d i p e r p a n j a n g

M e n g o r d e r i k l i m u n t u k d i s u r a t k a b a r k a b a r { k a l a u a d a p e n a w a r a n i k l a n d a r i

K o r a n - K o r a n d i P a l e m b a n g ) d e n g a n d i k e t a h u i o l e h m a n a j e r

M c r e g i s t r a s i p e n g i r i m a n d o k u m e n k e l u a r k o t a

M e n y e t o r a t a u m e n g a m b i l u a n g k e B a n k

M c n g a m b i l r e k e n i n g K o r a n d a n m i n t a Prm Out

M e n g a n t a r m a n a j e r k e l u a r ( k u n j u n g a n d i n a s )

M e n g c r j a k a n .v/7m//n^' p o l i s

m ) . Staff Underwriting

A d a p u n t u g a s S t a f f U n d e r w r i t i n g a d a l a h :

C e t a k p o l i s a l a u P r i n t

U p D a t e O v e r L e t t e r

n ) . Staff Claim

A d a p u n t u g a s d a r i Staff Claim a d a l a h :

M e n e r i m a a l a u m e m p e r o s e s l a p o r a n k l a i m b a i k s e c a r a l a n g s u n g m a u p u n v i a

t e l e p o n

M e m b u a t k l a i m statement u n t u k p e m b a y a r a n k e p e n j a l

M e n g a d a k a n interview

M e m b u a t l a p o r a n d a r i l e r t a n g g u n g

45

o). Seairly

A d a p u n l u g a s d a r i security a d a l a h :

M e n j a g a k e a m a n a n d a n k e t e i t i b a n d i l i n g k u n g a n k a n i o r

M e m b a n t u A d m i n i s t r a s i

M c l a k s a n a k a n p e r i t a h a t a u t u g a s a t a s a n

O p e r a t o r g e n s e t , d e n g a n p e m a n a s a n g e n s e t s e t i a p h a r i , m e n g i s i a i r r a d i a t o r ,

m e n g i s i b a h a n b a k a r s o l a r , c e k o l i A c e g e n s e t . c e k K w h g e n s e t

M e n g i s i a i r p a m d i d a l a m b a k t a m p u n g a n y a n g a d a

M e n g a t u r p a r k e r d i t e m p a t y a n g s u d a h d i s c d i a k a n

A k t i v i t a s P e r u s a h a a n

P T . A s u r a n s i W a h a n a T a l a C a b a n g P a l c m b a n g m e m b e r i k a n j a s a p e l a y a n a n

a s u r a n s i k h u s u s n y a a s u r a n s i k e r u g i a n . D a l a m m e n j a l a n k a n a k t i v i t a s n y a P T .

A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g m e m p u n y a i v i s i d a n m i s i . s e b a g a i

b e r i k u t :

a . M i s i P e r u s a h a a n a d a l a h :

1 . M e n j a d i 5 b e s a r p e r u s a h a a n a s u r a n s i u m u m y a n g d i k e n a l d i t i n g k a t

r e g i o n a l

2 . M e n j a d i p i l i h a n u t a m a p e l a n g g a n d a n m i t r a u s a h a

3 . S e r t a m e n j a d i k c b a n g g a n k a r y a w a n .

46

2 Visi Perusahaan adalah:

B e r u s a h a d i b i d a n g a s u r a n s i u m u m d e n g a n m e m b e r i k a n :

1 . P e l a y a n a n y a n g t e r b a i k y a i t u b e r o r i e n t a s i c u t o m e r s a t i s f a c t i o n , k e c e p a t a n

p e l a y a n a n

2 . B e r e p u t a s i y a i t u p r o f e s i o a n i , b e r e t i k a , t i n g k a t k o m p l a i n r e n d a h

3 . i n o v a t i f y a i t u i n o v a t i f d a l a m s e g i p r o d u k m a u p u n p e l a y a n a n

4 . T e r p e c a y a y a i t u m a m p u m e m e n u h i k e w a j i b a n y a n g b e r s a n g k u t a n d e n g a n

k e p u a s a n n a s a b a h .

Jenis-jenis Produk Asuransi yang dipasarkan

S e p e i l i d i k e t a h u i b a h w a P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g

a d a l a h p e m s a h a a n y a n g b e r g e r a k d i b i d a n g a s u r a n s i u m u m a d a p u n j e n i s - j e n i s

p r o d u k y a n g d i p a s a r k a n y a i t u :

a. Asuransi Kcbakaran

Y a i t u p r o d u k p e l a y a n a n a s u r a n s i k e m g i a n y a n g m e m b e r i k a n p e r l i n d u n g a n

d a l a m j a m i n a n g a n t i m g i financial, d a l a m h a l h a r t a b e n d a y a n g d i a s u r a n s i k a n

m e n g a l a m i k e m g i a n / k e m s a k a n a k i b a l k e n d a r a a n a t a u p e r i s t i w a l a i n y a n g d i j a m i n

o l e h p o l i s

b. Asuransi Kendaraan Bermotor

J e n i s a s u r a n s i y a n g m e m b e r i k a n p e r l i n d u n g a n t e r h a d a p k e n d a r a a n ,

t a n g g u n g j a w a b h u k u m a t a s p i h a k k e t i g a , p e n g e m u d i d a n a t a u p e n u m p a n g .

4 7

c. Asuransi Kecelakaan Diri

Y a i t u a s u r a n s i y a n g m e m b e r i k a n j a m i n a n g a n t i m g i a t a u k o m p e n s a s i

k e u a n g a n k e p d a n a s a b a h d a r i a k i b a t s u a t u k e c e l a k a a n , k a p a n d a n d i m a n a p u n

t c r j a d i n y a y a n g m e n g a k i b a t k a n m e n i n g g a l d u n i a , c a c a t t e l a p , c a c a l s e m e n t a r a d a n

b i a y a p e n g o b a t a n .

d. Asuransi Uang

Y a i t u a s u r a n s i y a n g m e m b e r i k a n j a m i n a n g a n t i m g i t e r h a d a p k e r u g i a n a t a s

u a n g , cash hank note,cheque, b e n d a - b e n d a p o s ( m a l e r a i , p e r a n g k o ) y a n g t e r j a d i

k a r e n a p e n c u r i a n , p e r a m p o k a n , p e m b o n g k a r a n p a d a s a a t d i a n g k u t a l a u d i s i m p a n

d a l a m l e m a r i b e s i a t a u cashier box.

e. Asuransi Pengangkutan

Y a i t u a s u r a n s i k e c e l a k a a n a t a u k e j a d i a n - k e j a d i a n y a n g l i d a k k i t a i n g i n k a n

p a d a s a a t b a r a n g d i k i r i m d a r i s u a t u t e m p a t k e t e m p a t l a i n , b a i k , m e l a l u i l a u t , d a r a t

m a u p u n u d a r a ,

f. Asuransi Rekayasa

Y a i t u a s u r a n s i y a n g m e m b e r i k a n j a m i n a n g a n t i m g i a t a s r e s i k o t e r j a d i n y a

k e r u g i a n a i a u k e m s a k a n (malcrial damage) a t a s p r o y e k b a n g u n a n a t a u m e s i n -

m e s i n s e l a m a m a s a - m a s a k o n s t m k s i , p e m e l i h a r a a n . p e n g u j i a n . s e r t a k e m g i a n

a k i b a t t a n g g u n g j a w a b h u k u m t e r h a d a p p i h a k k e t i g a .

48

2. K o n t r a k A s u r a n s i ( P o l i s )

K o n t r a k a s u r a n s i a d a l a h s u a t u p e r i k a t a n a n t a r a t e i l a n g g u n g d a n

p c n a n g g u n g y a n g d i i k a t s e c a r a r e s m i a t a u t e r l u l i s d a l a m b e n t u k p o l i s y a n g

s e k a l i g u s m e r u p a k a n k a r t u a n g g o t a .

P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g s e b e l u m m e n g a d a k a n

p e r j a n j i a n t e r l e b i h d a h u l u m e m i n t a d a n m e n g h i m p u n d a l a c a l o n t e i l a n g g u n g d a n

p e m e g a n g p o l i s , s e h i n g g a p e m s a h a a n d a p a l m e n i i a i d a n m e n g g o l o n g k a n s u a t u

r e s i k o d e n g a n b a i k d a n o b j e k t i t " . A d a p u n d a t a - d a t a y a n g d p e r l u k a n d a r i c a l o n

t e r t a n g u n g d a n p e m e g a n g p o l i s a d a l a h s e b a g a i b e r i k u t :

1. S u r a t P e r m o h o n a n

S e b e l u m s e s e o r a n g d a p a t d i t e r i m a m e n j a d i p e m e g a n g p o l i s ( a n g g o t a )

t e r l e b i h d a h u l u h a m s m e n g a j u k a n s u r a l p e r m o h o n a n / p e m i i n l a a n s e c a r a t e r t u l i s ,

d i m a n a f o n n u l i r - f o n n u l i m y a t e l a h d i s c d i a k a n o l e h P T . A s u r a n s i W a h a n a T a t a

C a b a n g P a l e m b a n g .

2. K e t c r a n g a i i K e n d a r a a n B e r m o t o r

C a l o n n a s a b a h m e n y e r a h k a n f o t o c o p y S u r a t T a n d a N a i k K e n d a r a a n

( S T N K ) y a n g m a s i h b e r l a k u d a n m e n e l a p k a n b c s a m y a h a r g a k e n d a - a a n t e r s e b u t

s e s u a i d e n g a n h a r g a p a s a r d a n j a n g k a w a k t u p e r t a n g g u n g a n . B e r a m y a p r e m i

d i t e n t u k a n o l e h u s i a k e n d a r a a n .

3. L a p o r a n d a n C a t a l a n P e n u t u p

P e n u t u p h a m s m e m b e r i k a n l a p o r a n y a n g b e n a r , l e n g k a p d m j e l a s a t a s

d a t a c a l o n t e i l a n g g u n g a t a u p e m e g a n g p o l i s . O l e h k a r e n a i t u p e n u t u p h a r u s

49

b e r u s a h a s e m a k s i m a l m u n g k i n m e n g a j u k a n p e r t a n y a a n - p e i l a n y a a n y a n g

b e r h u b u n g a n d e n g a n s y a r a t - s y a r a t u n t u k m e n j a d i a n g g o t a .

4 . Perlengkapan Non Standar

P e r l e n g k a p a n i n i h a r u s d i c a n t u m k a n d a l a m p o l i s y a n g b e r u p a t i p e m o b i l ,

A C , d a n s o u n d s y s t e m , a g a r b i l a t e r j a d i k l a i m d a p a ' . t e r j a m i n d a l a m

p e r t a n g g u n g a n a s u r a n s i n y a .

5. Laporan Klaim

T e i l a n g g u n g h a r u s m e l a p o r k a n k l a i m t i g a k a l i 2 4 j a m h a r i k e r j a , b i l a

m e l e w a t i h a r i t e r s e b u t k l a i m d i n y a t a k a n b a t a l , t e t a p i d a l a m p r a k t e k j a r a n g

d i g u n a k a

6. Laporan Klaim Kehilangan

B i l a l e r t a n g g u n g m e n g a l a m i k e h i l a n g a n k e n d a r a a n a t a u p u n p e r l e n g k a p a n

n o n s t a n d a r t e r s e b u t h a m s m c l e n g k a p i l a p o r a n k e p o l i s i a n .

7. Jumiah Harga Pertanggungan

P a d a d a s a m y a p e m s a h a a n m e n e r i m a s e m u a r e s i k o k e r u g i a n d e n g a n

j u i n l a h h a r g a p e r t a n g g u n g a n y a n g d i s e s u a i k a n s e n g a n h a r g a pasar k e n d a r a a n

t e r s e b u t .

5 0

B. Pcmbahasan Hasil Penelitian

Hasil Penelitian

I . Startegi V r o d u k ( Product)

D a l a m d u n i a j a s a , s e b e n a m y a k o n s u m e n l i d a k l a h i n e n d a p a l k a n s e b u a h p r o d u k

fisik, m e l a i n k a n m e n d a p a t k a n s e b u a h m a n f a a t a t a u n i l a i t a m b a h p a d a s a a t d i a

m e m b e i i j a s a . D e n g a n d e m i k i a n , p e n e n t u a n s t r a t e g i p r o d u k u n t u k p e u s a h a a n j a s a

l e b i h d i t e k a n k a n k e p a d a k u a l i t a s m a n f a a t d a n k e p u a s a n y a n g b i a s d i d a p a t k a n o l e h

k o n s u m e n .

T h e o d o r e L e v i t t d a l a m b u k u The Marketing Imagination m e n g a j u k a n K o n s e p

T o t a l P r o d u k , d i m a n a s u a l u j a s a y a n g d i b e r i k a n d a p a t t e r d i r i d a r i b e r b a g a i e l e m e n -

c l e m e n s e b a g a i b e r i k u t :

1 . P r o d u k i n t i a l a u generic ( the core generic produci). T c r o i r i d a r i j a s a d a s a r ,

j a s a u t a m a y a n g d i t a w a r k a n . U n t u k p r o d u k a s u r a n s i p a d a P T . A s u r a n s i

W a h a n a T a t a C a b a n g P a l e m b a n g , j a s a u t a m a y a n g d i t a w a r k a n k e p a d a

k o n s u m e n a d a l a h j a s a j a m i n a n a t a u p e r t a n g g u n g a n . D a l a m h a l i n i , p i h a k

p c n a n g g u n g , y a i t u P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g m e m b e r i k a n

j a m i n a n k e p a d a p i h a k l e r t a n g g u n g y a i t u k o n s u m e n . M a n f a a t u t a m a y a n g

d i p e r o l e h l e r t a n g g u n g a d a l a h a d a n y a g a n t i r u g i y a n g d i b e r i k a n p a d a s a a t p i h a t

l e r t a n g g u n g m e n g a j u k a n k l a i m s e s u a i d e n g a n i k a t a n k o n t r a k y a n g t e r t u l i s

d a l a m p o l i s a s u r a n s i .

2 . P r o d u k y a n g d i h a r a p k a n ( the expected produci). T e r d i r i d a i ; p r o d u k i m i

b e r s a m a p e r t i m b a n g a n k e p u t u s a n p e m b e l i a n m i n i m a l ( minimal purchase

51

decision) y a n g h a r u s d i p e n u h i .

P r o d u k t a m b a h a n ((he augmented product). S e s u a t u y a n g m e m u n g k i n k a n

s u a t u p r o d u k d i d e f e r e n s i a s i k a n d a r i p r o d u k y a n g l a i n . P r o d u k t a m b a h a n y a n g

d i m a s k s u d d i s i n i a d a l a h a d a n y a s u a t u l a y a n a n t a m b a h a n y a n g m e n d u k u n g

j a s a u t a m a , y a n g d a p a l m e m b e d a k a n p r o d u k a s u r a n s i P T . A s u r a n s i W a h a n a

T a t a C a b a n g P a l e m b a n g d e n g a n p o d u k p e s a i n g . P r o d u k - p r o d u k t a m b a h a n i n i

d a p a t b e r u p a k e i s t i m e w a a n - k e i s t i m e w a a n y a n g v a r i a l i f , c a r a p e n y a m p a i a n

j a s a d a n c i t r a p e r u s a h a a n . D a l a m h a l i n i , y a n g s u d a h d i l a k u k a n o l e h P T .

A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g a d a l a h m e m b e r i k a n b e b e r a p a

k e i s t i m e w a a n d a l a m p r o d u k a s u r a n s i y a n g d i t a w a r k a n , m e m b e r i k a n p e r l u a s a n

j a m i n a n , k e c e p a t a n d a n k e l e p a l a n d a l a m p r o s e d u r p e n g u r u s a n p o l i s a s u r a n s i .

K e m u d i a n k e c e p a t a n d a n k e m u d a h a n l a y a n a n p e n g u m s a n k l a i m d a r i p i h a k

l e r t a n g g u n g . Y a n g t e r a k h i r a d a l a h c i t r a p r o d u k a s u r a n s i P T . A s u r a n s i W a h a n a

T a t a C a b a n g P a l c m b a n g , p e r u s a h a a n h a m s l a h m a m p u m e n i m a u l k a n s u a t u

k e p e r c a y a a n d i b c n a k k o n s u m e n b a h w a p r o d u k a s u r a n s i y a n g d i t a w a r k a n

m e m p a k a n s u a t u p r o d u k y a n g b c r k u a l i l a s , d a n b u k a n s e b u a h p r o d u k y a n g

a s a l - a s a l a n .

P r o d u k P o t e n s i a l (the potencia! product). T a m p i l a n (feature) dan m a n f a a t

t a m b a h a n y a n g b e r g u n a b a g i k o n s u m e n a t a u m u n g k i n m e n a m b a h k e p u a s a n

k o n s u m e n . B a g i a n i n i d a p a t m e m b e r i k a n k e l e b i h a n s e h i n g g a k o n s u m e n

b e i p i k i r u l a n g a t a u s u l i t b e i p i n d a h k c p r o d u k l a i n . M a n f a a t t a m b a h a n y a n g

b i s a d i p e r o l e h o l c h k o n s u m e n s e h i n g g g a m e m b u a l k o n s u m e n a k a n b e r p i k i r

5 2

u l a n g u n t u k b e i p i n d a h k e p r o d u k l a i n a d a l a h a d a n y a k o m i t m e n y a n g k u a t d a r i

P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g s e c a r ^ u m u m d a n p a r a p e g a w a i

s e c a r a k h u s u s n y a u n l u k m e m b e r i k a n p e l a y a n a n t e r b a i k k e p a d a k o n s u m e n .

B e n t u k n y a s e c a r a n y a t a a d a l a h k c r a m a h a n d a n k e s u n g g u h a n s a a t m e l a y a n i

k o n s u m e n . K e m u d i a n k e l u l u s a n d a l a m m e m b e r i k E ^ n p e r h a t i a n k e p a d a a t a u

n a s a b a h , b u k a n s e m a l a - m a t a d i d a s a r i o l e h i t i k a d b i s n i s . H a l i n i a k a n

m e m b e n t u k s u a t u j a l i n a n i k a t a n e m o s i o n a l y a n g k u a t a n a t a r a p e r u s a h a a n d a n

k o n s u m e n . S e c a r a o t o m a t i s a k a n m e m b u a t n a s a b a h b e r p i k i r u l a n g u n t u k

p i n d a h k e p r o d u k p e m s a h a a n l a i n .

2 . S t r a t e g i H a r g a ( P r i c e )

S t r a t e g i p e n e t a p a n h a r g a a d a l a h e l e m e n y a n g s a n g a t p e n t i n g d a l a m p e m a s a r a n

j a s a , k a r e n a s c o u a h p r o d u k j a s a a k a n m e n c i p t a k a n s e b u a h p e m i k i r a n d i b e n a k

k o n s u m e n s e b e r a p a b a i k k u a l i t a s p r o d u k j a s a y a n g a k a n m e r e k a b e l i . Y a n g d i m a k s u d

d e n g a n h a r g a d i s i n i a d a l a h b e s a m y a p r e m i y a n g h a m s d i b b y a r o l e h n a s a b a h k e p a d a

P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l L ' i n b a n g .

B e s a m y a p r e m i i n i s u d a h s a n g a t b e r s a i n g d e n g a n p r e m i p r o d u k s e j e n i s d a r i

p e m s a h a a n - p c m s a h a a n p e s a i n g . K e b i j a k a n h a r g a ( p r c m i ) ' i n i m e m p a k a n s e b u a h

k e b i j a k a n y a n g p a l i n g k m s i a l d i b a n d i n g k a n d e n g a n k e b i j a k a n - k e b i j a k a n y a n g

l a i n n y a . H a l i n i s a n g a l l a h w a j a r k a r e n a p a d a u m u m n y a s e t i a p k o n s u m e n a t a u c a l o n

n a s a b a h p a s l i a k a n l a n g s u n g m e m b e r i k a n p e r h a t i a n y a n g l e b i h k e p a d a b e s a m y a

p r c m i y a n g h a m s d i b a y a r k e p a d a p e m s a h a a n . C a l o n n a s a b a h a k a n b e i p i k i r s e p e r t i i t u

5 3

k a r e n a m e r e k a p a d a a w a l n y a b e i p i k i r b a h w a p r e m i y a n g m e r e k a b a y a r k a n a d a l a h I

m e r u p a k a n s e b u a h b e b a n b i a y a , y a n g p a s t i n y a a k a n m e m p e n g a m h i k o n d i s i k e u a n g a n

m e r e k a .

U n t u k i t u l a h P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g m e n e r a p k a n

b e s a m y a p r e m i y a n g s a n g a t b e r s a i n g d e n g a n p e s a i n g D e n g a n h a r a p a n b a h w a c a l o n

n a s a b a h a k a n l a n g s u n g l e i t a r i k d e n g a n p r o d u k a s u r a n s i y a n g d i t a w a r k a n , k a r e n a

p r e m i r e n d a h . p a d a h a l m e m p u n y a i j a m i n a n y a n g l u a l s d a n s a n g a t t e r j a m i n

p e l a y a n a n n y a .

3 . S t r a t e g i P r o m o s i (Promotion)

K e g i a l a n p r o m o s i y a n g d i l a k u k a n o l c h P T . A s u r a n s i W a h a n a T a t a C a b a n g

P a l e m b a n g s e l a m a i n i h a n y a m c l a k u k a n p r o m o s i y a n g t e r b a t a s p a d a l i n g k u n g a n

p e m e r i n t a h d a e r a h s e d a n g k a n i n s t a n s i n o n p e m e r i n t a h k u r a n g b e g i t u m e l u a s . U s a h a

y a n g d i l a k u k a n P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l c m b a n g b e l u m m a k s i m a l

k a r e n a t e r b u k t i h a n y a k a i a n g a n t e r t e n l u s a j a y a n g m c n g o n a l k e b e r a d a a n p e m s a h a a n .

D e n g a n m c m a n f a a l k a n s t r a t e g i m a r k e t i n g m i x p e m s a h a a n d a p a t m e m p r o m o s i k a n

p r o d u k - p r o d u k a s u r a n s i y a n g d i t a w a r k a n o l c h p e m s a h a a n m e l a l u i k l i e n s e n d i r i d a n

m e d i a m a s s a .

P r o m o s i m e l a l u i k l i e n s e n d i r i a d a l a h d e n g a n m e m b e r i k a n k e p e r c a y a a n y a n g

t e r b a i k p a d a k l i c n . A p a b i l a k l i c n m e r a s a p u a s d e n g a n p e l a y a n a n y a n g k i t a b e r i k a n ,

m a k a i n f o r m a s i y a n g d i s a m p a i k a n o l c h k l i e n p a d a m a s y a i j a k a t a d a l a h s e n j a t a y a n g

p a l i n g a m p u h u n t u k p r o m o s i . D e n g a n d c i n i k i a n a i t i n y a p e a y a n a n y a n g p r o f e s i o n a l

5 4

m e m p a k a n m o d a l u l a m a u n t u k p r o m o s i .

P r o m o s i m e l a l u i m e d i a m a s s a b e l u m d i m a n f a a l k a n s e c a r a o p t i m a l o l c h P T .

A s u r a n s i W a h a n a T a l a C a b a n g P a l e m b a n g , k a r e n a p e m s a h a a n i n i m e n g a n g g a p

b e n t u k p r o m o s i s e p e r t i i n i t i d a k t e r l a l u e f e k l i f d a n m e m b u l u h k a n b i a y a y a n g l i d a k

s e d i k i t s e m e n t a r a h a s i l y a n g d i c a p a i k u r a n g m a k s i m a l . P e m i k i r a n y a n g d e m i k i a n

i n i l a h y a n g m e m b u a t P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g k u r a n g

b e r k e m b a n g s e h i n g g a p r o d u k - p r o d u k n y a k u r a n g d i k e n a l d a n d i m i n a t i o l e h

m a s y a r a k a t . S e b e n a m y a b e n t u k p r o m o s i m e l a l u i m e d i a m a s s a a k a n s a n g a t m e m b a n t u

k a r e n a m e d i a m a s s a t e l a h a k r a b d a n t e r j a n g k a u o l e h b e r b a g a i k a i a n g a n , p e n g g u n a a n

s a r a n a p r o m o s i m e d i a m a s s a m e m b u l u h k a n b i a y a y a n g t i n g g i a k a n t e t a p i b a g i P T .

A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g p e m i l i h a n b e n t u k p r o m o s i t e r s e b u t a d a l a h

s t r a t e g i p e m a s a r a n y a n g t e p a t d a n d i a n g g a p e f i s i e n d a l a m r a n g k a p e n c a p a i a n t u j u a n

p e r u s a h a a n .

4. Strategi Orang (People)

Y a n g d i m a k s u d d e n g a n o r a n g d i s i n i a d a l a h k e s e l u r u h a n o r a n g y a n g t e r l i b a t

d a l a m p r o s e s p e l a y a n a n . p e m b e r i a n j a s a d a r i P T . A s u r a n s i W a h a n a T a t a C a b a n g

P a l e m b a n g k e p a d a n a s a b a h . D a l a m h a l i n i P T . A s u r a n s i W a h a n a T a t a C a b a n g

P a l e m b a n g t c l a h m c l a k u k a n b e b e r a p a k e b i j a k a n u n t u k m e m a s t i k a n b a h w a o r a n g -

o r a n g y a n g t e r l i b a t d a l a m p e m b e r i a n j a s a i n i a d a l a h o r a n g - o r a n g y a n g m e m i l i k i

k u a l i t a s y a n g t i n g g i . H a l p e r t a m a y a n g d i l a k u k a n o l e h P T . A s u r a n s i W a h a n a T a t a

C a b a n g P a l c m b a n g a d a l a h m c l a k u k a n s e l e k s i d a l a m i n e m i l i h p e g a w a i d a n k a r y a w a n .

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A d a p u n s e l e k s i i n i m e n g g u n a k a n s t a n d a r k u a l i t a s t i n g g i d a l a m m e n e n t u k a n p a r a

c a l o n p e g a w a i d a n k a r y a w a n , d a n j u g a h a r u s m e m p u n y a i k o m i t m e n y a n g ' i n g g i

d a l a m m c n j a l a n k a n v i s i d a n m i s i p e r u s a h a a n . P e r u s a h a a a n j u g a s e l a l u m e m b e r i k a n

m o t i v a s i - m o t i v a s i k e p a d a p a r a k a r y a w a n d a n p e g a w a i , s e h i n g g a m e r e k a m e n y a d a r i

b e l a p a p e n t i n g n y a p e k e r j a a n m e r e k a . y a n g s e l a n j u l y a a k a n m c m b u a t m e r e k a b e k e r j a

d e n g a n b a i k d a n m e m b e r i k a n k e p u a s a n y a n g t i n g g i k e p a d a p a r a n a s a b a h .

5. Strategi Proses (Process)

M c n j p a k a n k e s e l u r u h a n k e g i a t a n y a n g m e n y a n g k u t p e n > e d i a a n d a n

p e n y a m p a i a n j a s a d a r i p e m s a h a a n k e p a d a n a s a b a h . D a l a m h a l i n i . P T . A s u r a n s i

W a h a n a T a t a C a b a n g P a l e m b a n g t e l a h m e n e r a p k a n s t a n d a r k u a l i t a s k e r j a y a n g t i n g g i

d a l a m b u d a y a k e r j a p e r u s a h a a n . H a l i n i s e l a r a s d e n g a n b u d a y a p e r u s a h a a n y a i t u j u j u r ,

d i s l p l i n . t a n g g a p . c e n u a t d a n s a n t u n d a l a m b e k e r j a . S e b a g a i s a i c h s t u c o n t o h a d a l a h

a d a l a h d a l a m p r o s e s p e m b u a t a n p o l i s a s u r a n s i , P T . A s u r a n s i W a h a n a T a t a C a b a n g

P a l c m b a n g t e l a h m e n e l a p k a n k e b i j a k a n One Day Service y a i t u proses p e m b u a t a n

p o l i s a s u r a n s i h a n y a d a l a m s a t u h a r i . K e b i j a k a n i n i d i l a k u k a n u n t u k m e n g h i l a n g k a n

k e s a n p r o s e d u r y a n g m c r e p o t k a n d a l a m p e m b u a t a n p o l i s a s u r a n s i . y a n g p a d a

a k h i m y a a k a n m e m u d a h k a n k o n s u m e n i t u s e n d i r i y a n g p a d a u m u m n y a t i d a k

m e n y u k a i u r u s a n y a n g b e r b e l i t - b e l i t .

C o n t o h d i a t a s m e r u p a k a n s a l a h s a i n s t r a t e g i y a n g d i t e r a p k a n o l e h P T .

A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g , y a n g s c k a r a n g i n i m e m p a k a n s a l a h s a t u

k e u n g g u l a n y a n g d i t a w a r k a n k e p a d a c a l o n n a s a b a h / k o n s u m e n .

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6. Customer Service

C u s i o m e r s e i - v i c e p a d a p e r u s a h a a n j a s a d a p a t d i i i h a t s c b a g n i o u t p u t d a r i

k e g i a t a n p r o d u k s i d a n d i s t r b u s i p e r u s a h a a n y a i t u p e l a y a n a n k e p a d a n a s a b a h .

Customer service m e l i p u t i s e m u a a k t i v i t a s u n t u k m e m b e r i k e g u n a a n w a k t u d a n

k e g u n a a n t e m p a t k e p a d a n a s a b a h , t e r m a s u k j u g a d i d a l a m n y a a d a l a h k e g i a t a n p r a -

t r a n s a k s i , s a a t t r a n s a k s i m a u p u n s e s u d a h t r a n s a k s i .

S a a t p r a - t r a n s a k s i , P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g t e l a h

m e n e l a p k a n k e b i j a k a n One Day Service y a i t u p e l a y a n a n p e m b u a t a n p o l i s a s u r a n s i

h a n y a d a l a m s a t u h a r i . K e m u d i a n s a a t t r a n s a k s i , P T . A s u r a n s i W a h a n a T a t a C a b a n g

P a l c m b a n g m e n e r a p k a n k e b i j a k a n Zero Time Response, y a i t u m e r e s p o n d a n

m e n a n g a n i p c n g a d u a n k l a i m d a r i n a s a b a h d a l a m w a k t u s c s i n g k a t m u n g k i n . S e b a g a i

c o n t o h n y a a d a l a h j i k a n a s a b a h m e n g a l a m i k e r u s a k a n p a d a k e n d a r a a n b e r m o t o r

m e r e k a , m a k a P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g a k a n m e l a k u k a n

t i n d a k a n p e r t a m a y a i t u m e m b a w a k e n d a r a a n b e r m o t o r t e r s e b u t k e b e n g k e l y a n g t e l a h

d i s e t u j u i u n t u k d i l a k u k a n t i n d a k a n p e r b a i k a n . K e m u d i a n m e m b e r i k a n p e n a n g a n a n

p e r t a m a k e p a d a n a s a b a h y a n g m e n g a l a m i c i d e r a . S e m u a t i n d a k a n i n i d i l a k u k a n

p e r u s a h a a n s e c a a s p o n t a n s e t c l a h a d a n y a p c n g a d u a n d a r i n a s a b a h , t a n p a h a r u s

m e n y e l e s a i k a n p r o s e d u r k l a i m t e r l e b i h d a h u l u .

K e m u d i a n . s a a t p a s c a t r a n s a k s i . P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l e m b a n g

t e t a p m c l a k u k a n p c l a y a n a n - p e l a y a n a n k e p a d a p a r a n a s a b a h . S e b a g a i c o n t o h a d a l a h ,

k e b i j a k a n u i i t u k m c n j a l i n t a l i s i l a h t u r a h i n i d e n g a n p a r a n a s a b a h , d e n g a n c a r a

m e m b e r i k a n u c a p a n - u c a p a n s e l a m a t k e p a d a n a s a b a h . m e m b e r i k a n p e r h a t i a n -

5 7

p e r h a t i a n y a n g t u l u s , m e m b e r i k a n h a d i a h a t a u b i n g k i s a n k e p a d a n a s a b a h .

H a l - h a l i n i d i l a k u k a n o l c h p e r u s a h a a n u n t u k t e t a p m e n j a g a h u b u n g a n y a n g t e l a h

t e r j a l i n a g a r d a p a t t e t a p e r a t . D e n g a n a d a n y a p e r h a t i a n - p e r h a t i a n y a n g d i b e r i k a n o l e h

p e r u s a h a a n k e p a d a n a s a b a h . m a k a p a r a n a s a b a h t e r s e b u t m e r a s a d i h a r g a i

k e b e r a d a a n n y a , l e b i h d a r i s e k e d a r o b y e k b i s n i s s e n i a l a . H a r a p a n p e r u s a h a a n a d a l a h

a g a r t e i j a l i n i k a t a n e m o s i o n a l y a n g k u a t a n t a r a p e r u s a h a a n d e n g a n n a s a b a h . D e n g a n

a d a n y a j a l i n a n y a n g k u a t i n i , m a k a p a r a n a s a b a h a k a n m e n j a d i l e b i h l o y a l k e p a d a

P T . A s u r a n s i W a h a n a T a t a C a b a n g P a i e m b a n g

C . J e n i s - j e n i s p r o d u k A s u r a n s i y a n g d i p a s a r k a n

1. A s u r a n s i K e h a k a r a i i

Y a i t u p r o d u k p e l a y a n a n a s u r a n s i k e m g i a n y a n g m e m b e r i k a n p e r l i n d u n g a n

d a l a m j a n i i n a n g a n t i m g i f i n a n c i a l , d a l a m h a l h a r t a b e n d a y a n g d i a s u r a n s i k a n

m e n g a l a m i k e m g i a n / k e m s a k a n a k i b a t k e n d a r a a n a t a u p e r i s t i w a l a i n y a n g d i j a m i n

o l e h p o l i s . L u a s j a m i n a n n y a y a i t u k e b a k a r a n , s a m b a r a n p c t i r , l e d a k a n a k i b a t l e k a n a n

u a p , g a s a l a u l e d a k a n k i m i a . t e r t i m p a p c s a w a t a t a u b e n d a y a n g j a l u h d a r i p e s a w a t .

H a r g a p e r t a n g g u n g a n a d a l a h n i l a i d a n t i a p h a r t a b e n d a y a n g d i a s u r a n s i k a n

d a n n a s a b a h b e r h a k s c p e n u h n y a m e n e n t u k a n n i l a i t e r s e b u t . P e r h i t u n g a n h a r g a

p e r t a n g g u n g a n b e m p a h a r t a w a j a r d a l a m k o n d i s i " s a a t i n i " d a r i h a r t a b e n d a y a n g

d i a s u r a n s i k a n , b u k a n n i l a i k o m e i s i a l y a n g m e n y a n g k u t l o k a s i . K e u n i k a n a t a u n i l a i

s e n i n y a . N i l a i t a n a h l i d a k d i p e r l i i t u n g k a n u n t u k m e n e n t u k a n h a r g a p e r t a n g g u n g a n

b a n g u n a n . B i l a h a r g a p e r t a n g g u n g a n l e b i h r e n d a h d a r i " h a r g a w a j a r " i t u b e r a d a d a l m

5 8

k o n d i s i "underinswed" y a n g a k a n m e n g u r a n g i h a k g a n t i r u g i k l a i m . N a m u n b i l a

h a r g a p e r t a n g g u n g a n l e b i h t i n g g i m c n a n d a k a n d a l a m k o n d i s i "overinsuivd" y a n g

t i d a k a k a n m e m p e r b e s a r h a k g a n t i r u g i k l a i m . C a l o n n a s a b a h d a p a i m e n g a j u k a n h r g a

p e r t a n g g u n g a n a t a s d a s a r " B i a y a / N i l a i P e m u l i h a n B a r u " d a r i h a r t a b e n d a y a n g

b e r h a k d i a s u r a n s i k a n d e n g a n k e t e n t u a n k h u s u s .

T a r i f p r e m i a s u r a n s i k e b a k a r a n d a l a m b e s a r a n p r o m i l ( p e r s e r i b u ) , y a n g

d i t e n t u k a n o l e h l u a s / j e n i s r e s i k o y a n g d i k e h c n d a k i d a n s i f a t p e n g g u n a a n d a r i h a r t a

b e n d a y a n g d i a s u r a n s i k a n . K e m u d a h a n y a n g d i b e r i k a n o l e h P T . A s u r a n s i W a h a n a

T a l a C a b a n g P a l e m b a n g y a i l u t e r d a p a l 4 8 j a r i n g a n A s u r a n s i W a h a n a T a t a y a n g

l o k a s i n y a t e r s c b a r d i b e r b a g a i k o t a b e s a r . y a n g m e m u n g k i n k a n u n t u k l e b i h c e p a t

d i j a n g k a u d a n m e l a y a n i n a s a b a h d a l a m p e n u t u p a n a s u r a n s i I v n g g a p e n a n g a n a n

k l a i m . F a s i l i l a s w e b s i t e y a n g m e m u d a h k a n n a s a b a h d a l a m m e m i n t a p e n a w a r a n a t a s

r e n c a n a a s u r a n s i t a n p a t e r i k a t t e m p a t d a n w a k t u . f a s i l i t a s p e m b a y a r a n p r e m i d e n g a n

k a r t u k r e d i t .

2. Asuransi Kendaraan Bermotor

A s u r a n s i K e n d a i a a n B e n n o t o r (Motor Vehicle Insurance) a d a l a h p r o d u k y a n g

m e m b e r i k a n p e r l i n d u n g a n b i l a m u s i b a l i m e n i m p a k e n d a i a a n n a s a b a h s e p e r t i : h i l a n g

l e i c u r i . r u s a k a k i b a t k e c e l a k a a n y a n g m e n g a n c a i n j i w a n a s a b a h . H a r g a

p e r t a n g g u n g a n m e r u p a k a n n i l a i a s u r a n s i d a r i k e n d a r a a n d a n a k a n m e n j a d i b a t a s h a k

g a n t i m g i k l a i m . J i k a n i l a i p e r t a n g g u n g a n f i s i k k e n d a r a a n b e r a d a d i b a w a h h a r g a

p a s a r (umierinsured) y a n g b c r a k i b a t b c r k u r a n g n y a s e c a r a p r o p o r s i o n a i h a k g a n t i m g i

k a l i m . N a m u n b i l a n i l a i a s u r a n s i l e b i h l i n g g i d a r i h a r g a p a s a r k e n d a r a a n

59

(overinsuivd) y a n g t i d a k b e r a r t i m e n i n g k a t k a n h a k g a n t i i i i g i k l a i m . N i l a i j a m i n a n

d i t e n t u k a n s e s u a i d e n g a n k e h c n d a k d a n k e b u t u h a n n a s a b a h . T a r i f p r e m i a s u r a n s i

k e n d a r a a n b e r m o t o r d a l a m b c s a r a n p r o s c n y a n g d i t e n t u k a n o l e h j c n s k e n d a r a a n d a n

l u a s j a m i n a n y a n g d i k e h c n d a k i .

O r a n g y a n g b e r h a k m e n g a s u r a n s i k a n y a i t u p e m i l i k , k r e d i l u r ( m i s s a l ; b a n k ,

p e r u s a h a a n p e m b i y a a n / ' l e a s i n g ) , p i h a k l a i n y a n g m e m i l i k i h a k / k u a s a a t a u s u a t u h a r t a

b e n d a b e r d a s a r k a n k o n t r a k a t a u p u n h u k u m ( m i s a l : p e n y e w a , k u a s a p e m i l i k ) .

3. A s u r a n s i K e c e l a k a a n D i r i

A s u m a s i K e c e l a k a a n D i r i (Personal Accident Insurance) a d a l a h

a s u r a n s i y a n g m e m b e r i k a n j a m i n a n g a n t i m g i a t a u k o m p e n s a s i k e u a n g a n k e p d a

n a s a b a h d a r i a k i b a t s u a t u k e c e l a k a a n . k a p a n d a n d i m a n a p u n t e r j a d i n y a y a n g

m e n g a k i b a t k a n m e n i n g g a l d u n i a , c a c a t t e t a p . c a c a t s c m e n t a r a d a n b i a y a p e n g o b a t a n .

L u a s j a m i n a n :

- J a m i n a n A : r e s i k o m e n i n g g a l d u n i a k a r e n a k e c e l a k a a n

- J a m i n a n B ( O p t i o n a l ) : r e s i k o c a c a t t e t a p k a r e n a k e c e l a k a a n

- J a m i n a n C ( O p t i o n a l ) : r e s i k o c a c a t s e m e n t a r a

- J a m i n a n D ( O p t i o n a l ) : b i a y a p e r a w a t a n m m a h s a k i t k a r e n a k e c e l a k a a n

( m a x i m a l 1 0 % d a r i h a r g a p e r t a n g g u n g a n ) .

H a r g a p e r t a n g g u n g a n m e m p a k a n n i l a i s a n t u n a n y a n g b c h a k d i t e r i m a j i k a

m e n g a l a m i m u s i b a h k e c e l a k a a n y a n g d i j a m i n p o l i s . N a s a b a h m e m i l i k i h a k

6 0

s c p e n u h n y a u n l u k m e n e n t u k a n n i l a i t e r s e b u t . T a r i f p r e m i a s u r a n s i k e c e l a k a a n d i r i

d a l a m b e s a r a n p r o m i l , y a n g d i t n t u k n n o l e h l u a s / j e n i s r e s i k o y a n g d i k e h c n d a k i , p i h a k

y a n g d a p a t d i t a n g g u n g y a i t u i n d i v i d u b e r u s d i 2 0 h i n g g a 6 0 t a h u n .

4 . A s u r a n s i Uang

A s u r a n s i U a n g (Money Insurance) m e r u p a k a n p r o d u k k h u s u s t e r u t a m a b a g i

b e r b a g a i i n s i i t u s i k e u a n g a n . P r o d u k i n i m e m b e r i k a n p e r l i n d u n g a n u n t u k u a n g t u n a i

a t a u a l a t t u k a r l a i n y a n g s e n i l a i d e n g a n u a n g t e r h a d a p b e r b a g a i r e s i k o , s e l a m a

p e n y i m p a n a n ( Cash in Safe, cash in ATM), s a a t d i c o u n t e r t e l l e r (Cash in Cashier

Box), m a u p u n s a a t d a l a m p r o s e s p e n g i r i m a n (Cash in Transit). L u a s j a m i n a n y a n g

d i b e r i k a n b e r u p a p e r a m p o k a n a t a u p c n o d o n g a n , p e m b o n g k a ' ^ a n d e n g a n c a r a

k e k e r a s a n , a l a t p e n g a n g k u t m e n g a l a m i m u s i b a h , d a n r e s i k o I a i n y a n g b e r s i f a t

a c c i d e n t a l . H a r g a p e r t a n g g u n g a n m e r u p a k a n i l a i d a r i t i a p h a r t a b e n d a y a n g

d i a s u r a n s i k a n d a n a n s a b a h d i b e r i k a n h a k s c p e n u h n y a u n t u k m e n e n t u k a n n i l a i

t e r s e b u t .

5. A s u r a n s i P e n g a n g k u t a n

A s u r a n s i p e n g a n g k u t a n a d a l a h p r o d u k p e r l i n d u n g a n a s u r a n s i u n t u k b e r b a g a i

b a r a n g m o d a l p e r l e n g k a p a n m a u p u n k o m o d i t i , t e r h a d a p b e r b a g a i r e s i k o s e l a m a

p r o s e s d i s t r i b u s i , e k s p o r , i m p o r , p e n g a n g k u t a n d a r a t , p e n g i r i m a n a n t a r p u l a u .

P i l i h a n L u a s J a m i n a n ;

Institute Cargo Clause A (ICCA)

M e n j a m i n s e l u m h k e m g i a n t e r k e c u a l i r e s i k o - r e s i k o y a n g l e r c a t a t s e b a g a i

" p e n g c c u a l i a n " , t e r m a s u k b i a y a p e n y e l a m a l a n ( General Average). Salvage,

6 1

d a n B e b a n t a n g g u n g j a w a b Both to Blame Colision ( d a l a m k a s u s t a b r a k a n

k a p a l ) .

Institule Cargo Clause B (ICCB)

M e n j a m i n r e s i k o - r e s i k o k e b a k a r a n , l e d a k a n , k a n d a s , t e n g g o l a m , t e r d a m a r ,

t c r b a l i k , l a b r a k a n , p e m b o n g k a r a n , g c i n p a , l e t u s a n g u n u n g , p c t i r , t i n d a k a n

p e n y e l a m a t a n , p e m b u a n g a n u n l u k p e n y e l a m a l a n , m a s u k n y a a i r l a u t , t o t a i

l o s s p e r p a c k i n g , b i a y a p e n y e l a m a t a n d a n s a l v a g e , b e b a n Both to Blame

Collision

Institute Cargo Clause C(ICCC)

M e n j a m i n r e s i k o - r e s i k o k e b a k a r a n . l e d a k a n k a n d a s , t e n g g e l a m , t e r d a m p a r ,

t c r b a l i k , l a b r a k a n b c n l u r a n d e n g a n b e n d a I a i n , p e m b o n g k a r a n , b i a y a

p e n y e l a m a t a n , d a n salvage, beban Both To Blame Collision

Land and Air Transit Clause Cover A

B e r l a k u k h u s u s u n t u k p e n g a n g k u t a n d a r a t d a n u d a r a , y a n g m e n j a m i n r e s i k o -

r e s i k o k e b a k a r a n b a n j i r , k e c e l a k a a n t e r h a d a p k e n d a r a a n p e n g a n g k u t a t a u

p e n d a r a t a n , t e n g g e l a m n y a f e r i p e n y e b e r a n g k e n d a r a a n p e n g a n g k u t a t a u

p e n d a r a t a n p a k s a , t e r b a l i k n y a k e n d a r a a n p e n g a n g k u t .

Land and Air Transit Clause Cover B

M e n j a m i n s e l u r u h k e r u g i a n u n t u k p e n g a n g k u t a n d a r a t d a n u d a r a t e r k e c u a l i

r e s i k o - r e s i k o s e b a g a i " p e n g c c u a l i a n " .

Institute Strike Clause

J a m i n a n t e r h a d a p r e s i k o p e m o g o k a n , p e n g h a l a n g a n k e r j a / p e k e r j a , g a n g g u a n

6 2

k e r j a , k c m s u h a n , h u i u - h a r a s i p i l , a k s i t e r o r i s , a k s i d e n g a n m o t i f p o l i t i k , b i a y a

p e n y e l a m a l a n (General Avarage) d a n b i a y a salvage

Insiiliiie War Clause

J a m i n a n t e r h a d a p r e s i k o p e r a n g , p e r a n g s a u d a r a . p c m b c r o n t a k a n , t i n d a k a n

k e k e r a s a n d a r i a l a u m c l a w a n p e n g u a s a , p c n g a n g k a p a n , p e n g e m b i l a l i h a n ,

p e n a h a n a n b e r k a i t a n d e n g a n r e s i k o y a n g d i s e b u t d i a t a s , r a n j a u . t o r p e d o , b o m

a t a u s e n j a t a p e r a n g y a n g d i t i n g g a l k a n , b i a y a p e r i y e l a m a t a n d a n s a l v a g e a t a s

k e r u g i a n a k i b a t r e s i k o .

H a r g a p e r t a n g g u n g a n m e r u p a k a n n i l a i d a r i t i a p h a r t a b e n d a y a n g

d i a s u r a n s i k a n d a n n a s a b a h m e m i l i k i h a k s c p e n u h n y a u n t u k m e n e n t u u k a n n i l a i

t e r s e b u t . U n s u r h a r g a p e r t a n g g u n g a n m e l i p u t i h a r g a b a r a n g (cost/price),

freight cost, insurance premium (optional), imaginary profit ( o p t i o n a ! -

u m u m n y a 1 0 % d a r i h a r g a b a r a n g ) . T a r i f p r c m i a s u r a n s i p e n g a n g k u t a n d a l a m

b e s a r a n p r o s e n , y a n g d i t e n t u k a n o l e h l u a s / j e n i s r e s i k o y a n g d i k e h e n d a k i d a n

s i f a t p c n g g u n a a n h a r t a b e n d a y a n g d i a s u r a n s i k a n .

6. Asuransi Rekayasa

A s u r a n s i R e k a y a s a (Engineering Insurance) m e m b e r i k a n p e r l i n d u n g a n

b a g i b e r b a g a i p e n g g u n a a t a u p e m i l i k m e s i n p r o d u k s i d a n u t i l i t a s ,

p c r a l a t a n e l e k l r o n i k , p e m i l i k d a n k o n t r a k t o r p r o y e k k o n s t m k s i m a u p u n

i n s t a n s i . P i l i h a n p e r t a n g g u n g a n y a n g d i b c n k . a n p e r u s a h a a n a n t a r a l a i n :

Contractor s All Risk (CAR)

6 3

P e r t a n g g u n g a n u n t u k p r o y e k k o n s l i u k s i b a n g u n a n , j a l a n d a n j e m b a t a n .

Krcc'io)} All Risk (PAR)

P e r t a n g g u n g a n u n t u k p r o y e k p e m a s a n g a n / i n s t a l a s i m e s i n - m e s i n .

Machinery Breakdown (MB)

P e r t a n g g u n g a n u n t u k b e r b a g a i j e n i s m e s i n d a n p e r a l a t a n u t i l i t a s p a d a m a s a

o p e r a s i .

Electronic Equipment Insurance (EEl)

P e r t a n g g u n g a n u n t u k b e r b a g a i j e n i s p e r a l a t a n e l e k l r o n i k .

L u a s j a m i n a n y a n g d i b e r i k a n p e r u s a h a a n a n t a r a l a i n ;

C A R

Contractor' s all risks a d a i a h p e r t a n g g u n g a n a s u r a n s i y a n g m e m b e r i k a n

p e r l i n d u n g a n I c n g k a p t e r h a d a p k e r u g i a n a t a u k e m s a k a n y a n g m u n g k i n

d i h a d a p i o l e h s u a t u p r o y e k k o n s t m k s i , t e m i a s u k t u n i u t a n d a r i p i h a k I a i n y a n g

m e n d e r i t a k e m g i a n a k i b a t p r o y e k t e r s e b u t .

E A R

Erection all risks a d a l a h p e r t a n g g u n g a n a s u r a n s i y a n g m e m b e r i k a n

p e r l i n d u n g a n a s u r a n s i y a n g m e m b e r i k a n p e r l i n d u n g a n I c n g k a p t e r h a d a p

h a m p i r s e m u a k e m g i a n d a n k e m s a k a n y a n g m u n g k i n t e r j a d i p a d a s a a t

p e m a s a n g a n m e s i n - m e s i n , l e m i a s u k t u n t u i a n d a r i p i h a k k l a i n y a n g m e n d e r i t a

k e m g i a n a k i b a t a k t i f i t a s p e m a s a n g a n t e r s e b u t .

M B

Machinery Breakdown a d a l a h p e r t a n g g u n g a n a s u r a n s i y a n g e f e k t i f d a n

6 4

l e n g k a p u n t u k m e s i n m e s i n i n d u s t r y b a i k p a d a s a a t m e s i n m e s i n t e r s e b u t

s e d a n g b e r o p e r a s i , d a l a m p e r a w a t a n , m a u p u n s e d a n g t i d a k b e r o p e r a s i .

- E E I

Electronic Equipment Insurance i n c l i n d u n g i p e r a l a t a n - p e r a l a t a n e l e k t r o i n k

t e r h a d a p k e r u g i a n a l a u k e r u s a k a n y a n g t e r j a d i s e c a r a t i b a - t i b a d a n t i d a k

t e r d u g a .

T a r i f p r e m i a s u r a n s i r e k a y a s a d a l a m b c s a r a n p r o m i l ( p e r s e r i b u ) y a n g

d i t e n t u k a n o l e h j e n i s r e s i k o , d a n o r a n g y a n g b e r h a k m e n g a s u r a n s i k a n a n t a r a l a i n :

p e m i l i k , k r e d i t u r ( m i s s a l b a n k , p e r u s a h a a n p e m b i a y a a n / l e a s i n g ) , p i h a k l a i n y a n g

m e m i l i k i h a k / k u a s a a t a s s u a t u h a r t a b e n d a b e r d a s a r k a n k o n t r a k a t a u p u n h o k u m 9

m i s a l : p e n y e w a , k u a s a p e m i l i k ) .

6 5

BAB V

K E S I M P L ' L A N D A N S A R A N

A . K c s i m p i i l a n

B e r d a s a r k a n u r a i a n d a n p e n j e l a s a n y a n g a d a p a d a b a b - b a b

s e b e l u m n y a p e n u l i s d a p a t m e n y i m p u l k a n b a h w a :

i . S t r a t e g i b a u r a n p e m a s a r a n y a n g d i g u n a k a n o l c h P T . A s u r a n s i W a h a n a

T a t a C a b a n g P a l c m b a n g t i d a k e f e k t i f l a g i , t e r b u k t i d a r i s e m a k i n

c e n d c r u n g m e n u r u n n y a p e n d a p a t a n / l a b a b e r s i h p e r u s a h a a n s e t i a p

t a h u n n y a d a n v a i i a b c l y a n g p a l i n g d t n n i n a n y a n g d i p e r g u n a k a n o l c h

P T . A s u r a n s i W a h a n a T a l a C a b a n g P a l c m b a n g d a l a m m e n a r i k /

m e m p e n g a r u h i k o n s u m e n a d a l a h p r o d u k d a n customer service/

p e l a y a n a n k o n s u m e n .

B. S a r a n

S a r a n y a n g d a p a l d i b e r i k a n p e n u l i s d a l a m p e n e l i t i a n i n i a d a l a h :

1 . P T . A s u r a n s i W a h a n a T a t a C a b a n g P a l c m b a n g p e r l u m e m p e r b a i k i

d a n m e n i n j a u k e m b a l i s t r a t e g i b a u r a n p e m a s a r a n y a n g t e l a h

d i g u n a k a n , t e r b u k t i d a r i s e m a k i n c e n d e p j n g m e n u r u n n y a

p e n d a p a t a n ^ l a b a b e r s i h p e r u s a h a a n s e t i a p t a h u n n y a , d a n

p e r u s a h a a n p e r l u m e n i n g k a t k a n p r o m o s i k a r e n a s e l a m a i n i

p e r u s a h a a n k u r a n g m c m p e r h a t i k a n v a r i a b e l i n i , t e r b u k t i d a r i

6 6

b e n t u k p r o m o s i y a n g d i l a k u k a n y a i l u d a r i m u l u l k c m u l u l d a n

b e k c r j a s a m a d e n g a n p i h a k p e m e r i n t a h d a n n o n p e m e r i n t a h , d a n

j u g a p c r i k l a n a n b a i k d i m e d i a c c t a k m a u p u n m e d i a m a s a .

DAFTAR PUSTAKA

A s s a u r i , S o f y a n Manajemen Pemasaran Dasar Konsep dan Strategi, R a j a G r a f i n d o , J a k a r t a , 1 9 9 6 , H a l a m a n 1 5 4

M u d r a j a t k u n c o r o . 2 0 0 3 . Metode Riset , U n t u k B i s n i s d a n E k o n o m i , E r I a n g g a , J a k a r t a .

N a n L i n A l i h B a h a s a W . G u l o . 2 0 0 2 . Metodelogi P e n e ! i t i a n , G r a s i n d o , J a k a r t a .

P u t r i C i n d y . 2 0 0 5 . Faktor-Faktor Yang Mempengaruhi Menurunnya Penerimaan Asuransi Kendaraan Bermotor Pada P T . A s u r a n s i Puri Asih Cabang Palembang ,Bina D a n n a , P a l e m b a n g .

K o t l e r , P h i i i p , a i i h B a h a s a O l e h F X . B u d i y a n t o . l 9 9 4 . P e r i I a k u Konsumen, B i n a R u p a A k s a r a , J a k a r t a .

M u d r a j a t k u n c o r o . 2 0 0 9 .Metode Riset U n t u k Bisnis dan Ekonomi, E d i s i 7 , P e n e r b i t E r l a n g g a , S u r a b a y a .

S t a t o n , j a m e s A . F , Management,Second Edition, A l i h b a h a s a o l e h A l t o n s u s S i r a i t , E r l a n g g a , J a k a r t a , 1 9 9 3 , h a l . 2 2 0

S t a t o n , W i l l i a m J .1996 .Prins ip-Prinsip Peniasaran , J akar ta .

S o e r a t n o d a n L i n c o l i n A r s y a d . 2003.Metodelogi Penelitian Untuk Ekonomi dan Bisnis, C e t a k a n K e s e p u l u h , U M P A M P Y K P N , Y o g y a k a r t a .

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