| dc.contributor |
|
|
| dc.contributor |
PT Asuransi Jiwasraya Kabupaten Garut |
|
| dc.creator |
Dita, Santika Ayuning |
|
| dc.date |
2017-08-10 |
|
| dc.date.accessioned |
2019-09-12T05:42:45Z |
|
| dc.date.available |
2019-09-12T05:42:45Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/7529 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/24078 |
|
| dc.description |
The usage of storytelling is a special characteristic in insurance personal selling activity and has been acknowledged as the most effective selling method for insurance product.Varies of studies has elaborated the process of personal selling but it has not been elaborated systematically as how storytelling could be implemented in the process of personal selling by insurance agent.The method used in this study is qualitative study using single holistic case study approach.The result of this study shows that storytelling is used by means of its capability in alluring client’s attention, giving a better comprehension, as well as changing client’s attitude in form of bringing out their desire towards the product. The method used in the activity is built by deciding story’s structure which is adjusted to the complexion and coherence of the content, and also the type of story which is found that The New Business Model Story type is effective for telling about the product whereas The Burning Platform Story, The Springboard Story, and The Story From The Past, could also be told in the purpose of clarifying a problem. The message deliverance is done by giving positive symbols (such as smile, exclamations, and laugh), language (the structure and personalization of language adjusted according to the listener), and sufficient non-verbal aspects. It is also has to be adjusted to the initial goals aimed in constructing certain conditions. Brand is associated according to the potential client’s need which is inquired beforehand on the pre-approach stage of personal selling. |
|
| dc.description |
Penggunaan storytelling merupakan suatu kekhasan dalam kegiatan personal selling produk asuransi dan telah diakui sebagai cara penjualan produk asuransi yang paling efektif.Berbagai penelitian telah banyak menjabarkan proses personal selling namun belum diketahui secara sistematis mengenai bagaimana storytelling diterapkan dalam proses kegiatan personal selling oleh agen asuransi. Metode yang digunakan dalam penelitian ini adalah kualitatif dengan pendekatan studi kasus tunggal holistik. Hasil dari penelitian ini menunjukkan bahwa storytelling digunakan dengan alasan atas kemampuannya dalam menarik perhatian, memberikan pemahaman yang lebih baik, serta mengubah sikap dalam bentuk memunculkan ketertarikan terhadap produk. Metode yang digunakan dibuat dengan menentukan struktur cerita yang disesuaikan dengan kompleksi dan koherensi konten, serta jenis cerita dimana ditemukan bahwa jenis The New Business Model Story efektif untuk menceritakan produk sementara The Burning Platform Story, The Springboard Story, serta The Story From The Past, juga dapat diceritakan dengan tujuan klarifikasi suatu permasalahan. Penyampaian pesan dilakukan dengan memberikan simbol positif (seperti misalnya senyum, eksklamasi, dan tawa), bahasa (struktur dan personalisasi bahasa sesuai pendengar), dan aspek non verbal yang tidak berlebihan. Juga disesuaikan dengan tujuan yang ingin dicapai dalam membangun suatu kondisi tertentu. Merek diasosiasikan sesuai dengan kebutuhan informasi calon nasabah yang ditanyakan pada saat pendekatan. |
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| dc.format |
application/pdf |
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| dc.language |
ind |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/7529/pdf |
|
| dc.rights |
Copyright (c) 2017 Prosiding Manajemen Komunikasi |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 3, No 2, Prosiding Manajemen Komunikasi (Agustus, 2017); 619-626 |
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| dc.source |
Prosiding Manajemen Komunikasi; Vol 3, No 2, Prosiding Manajemen Komunikasi (Agustus, 2017); 619-626 |
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| dc.source |
2460-6537 |
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| dc.subject |
Manajemen Komunikasi |
|
| dc.subject |
Insurance Agent, Marketing Communication, Personal Selling, Storytelling. |
|
| dc.subject |
Manajemen Komunikasi |
|
| dc.subject |
agen asuransi; komunikasi pemasaran; personal selling; storytelling |
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| dc.title |
Storytelling of Insurance Agent in Personal Selling Activity |
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| dc.title |
Storytelling Agen Asuransi Dalam Kegiatan Personal Selling |
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| dc.type |
info:eu-repo/semantics/article |
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| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
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| dc.type |
Kualitatif |
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| dc.type |
kualitatif |
|