Strategi Pemasaran Produk Asuransi Investasi di Indonesia Kajian Simulasi Premi Produk Asuransi Investasi Axa Mandiri

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Aida Lasmi
Nuri Aslami


Today's Indonesian people have a high desire to protect themselves with iberinsurance and even invest while being insured. Insurance has slowly become a necessity for the community as a form of protection and investment in the medium and long term. For investment insurers, a person does not need to manage the purchased policy, it is enough to pay the initial investment premium and then everything is managed by the police issuer, so that it is convenient for the public to use it according to their needs and provisions. The purpose of this research is to find out the implementation of the marketing strategy for investment insurance products at PT AXAi Mandiri Financiali Services (Axa Mandiri) in attracting customers through analyzing the strengths, weaknesses, opportunities and threats faced and simulating premiums on investment insurance products, explaining the qualitative analysis used by the company in depth analysis. The results obtained are that the company iAxa Mandirii increases customer trust by sharpening aspects of its marketing strategy, which begins with identifying the aspects that underlie the preparation of insurance which focuses on investment, determining the brand to be more recognizable by the wider community, a strong personal team, good service, the right choice of products and quality, the right premium, Attractive product packagingii and continuous promotion are the overall strengths applied by Axa Mandiri.

 Keywords: strategy, marketing, insurance, investment


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How to Cite
LasmiA., & AslamiN. (2021). Strategi Pemasaran Produk Asuransi Investasi di Indonesia. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 3(2), 183-194.

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