ANALISIS STRATEGI IMC PUBLIC RELATIONS DALAM MENINGKATKAN PENJUALAN PRODUK ASURANSI PADA MASA PANDEMI (STUDI KASUS : PT ASURANSI BINAGRIYA UPAKARA SEMARANG)

Abstract

Binagriya Upakara Semarang Insurance is an insurance company that provides general insurance services. Different from other insurance companies which faced a decline during this pandemic, Binagriya Upakara Semarang Insurance had a very significant increase in sales of insurance products during this pandemic. The purpose of this study is to determine the IMC (Integrated Marketing Communication) strategy carried out by PT Asuransi Binagriya Upakara Semarang during the pandemic in an effort to maintain the company's existence and to determine the success of using the IMC (Integrated Marketing Communication) strategy during the pandemic.This is a descriptive qualitative method with the interview, observation, and data documentation collection techniques. The results of this study indicate that Binagriya Upakara Semarang insurance has used all elements of IMC (Integrated Marketing Communication) well, including advertising, direct marketing, social media and website/internet marketing, sales promotion, public relations, personal selling, sponsorship, and Word of Mouth (WOM), but there are three elements that stand out the most and have a big impact on sales, namely by being a sponsor in a well-known hotel, conducting personal selling by visiting directly to prospective customers/insured and doing Word of Mouth (WOM) promotion which based on the good credibility of Binagriya Upakara Semarang Insurance.