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2 METHOD
This study uses descriptive qualitative method. The
researcher focuses on the implementation of
promotion mix employed by sun life insurance
agents. Technique of data collection used in this study
is interview and observation. To the test the validity
of the data, the researcher uses triangulation method.
The subject of this study is sun life insurance agents
in one of the cities in Indonesia. To choose the
research subject or informants, the researcher uses
purposive sampling technique. The researcher defines
some criteria of the informants: they work as the
official agents of sun life insurance, they have
different position in the company but have to have the
same vision, and the agents is not in the level of
newbie.
3 RESULTS AND DISCUSSION
Promotion mix is one of the strategies used by
insurance agent of sun life finance in affecting and
attracting customers’ decision.
a) Advertising
Based on the interview and observation,
advertising activity done by insurance agent in
informing insurance product to the people is
through Facebook and Instagram since those two
media is so popular among people recently. The
feature offered by the agent in social media
becomes a selling point and give knowledge to the
people about the importance of insurance. Using
Facebook and Instagram are considered cheap and
effective.
Advertising activity done by the agents of Sun
life finance has already been suitable with the
objective of advertising: giving information,
persuading, and recalling (Hermawan, 2012).
b) Sales promotion
Sales promotion have become a vital tool on the
psyche of the consumers’ behavior, adaptation to
cultural values leads to marketing effectiveness
(Chaharsoughi, 2011). Besides increasing the
purchasing behavior, sales promotion is effective
in affecting the brand switching behavior of the
consumers (Chandon et al., 2000). In accordance
with that theoretical perspective, promotions that
are trying to give by the agents of Sun Life finance
are direct reward and lottery.
1) Direct Reward
Based on the interview, it is known that the
insurance agents give a direct reward during
their selling presentation to the customers in
order to attract them. The direct reward is
given based on the insurance premium bought
by the customers. Based on the promotion
given by the insurance company, it is known
that the product selling is increasing.
2) Lottery
This kind of promotion has its typical
attraction to the customers. The lottery given
to the customers are car, motorcycle,
cellphone, TV, bike, and gold. This promotion
will be very interesting for the customers.
They can join this lottery if they buy insurance
premium for 50 million per year.
c) Public relation
Public relations in its processes play a great role
in creating the perception and the image of the
company and its products. In other words, public
relations communications involve attempts to
define reality for the targeted publics on whom the
product depends (Naumovska, 2016). To achieve
that goal, it is known that public relation activity
done by the insurance agents is talk show. This
talk show describes and also educates the
customers about financial planning and its
benefits. This activity can make the talk show
participants and the customers interested in
products offered by the insurance agents.
Moreover, it underlines its ability to communicate
and interact to the public on a very specific,
intimate level that provides the modern public the
most desiring concept: credibility and trust.
d) Personal selling
Based on the interview and observation, the
insurance agents sell through direct selling (face
to face) to the customers. Agents listen to
customers’ needs so that products offered are
suitable. Besides, the insurance agents are also
arranging presentation in school, government
institution, and other private companies. After
having presentation, the agents try to do a follow
up activity to the customers. They come to the
customers’ house or office. By doing so, the
customers are more open receive information;
eventually, they want to buy insurance product
offered by agents. This strategy is the most
effective one in persuading customers to make a
buying decision.
Personal selling can be a connection between
company and its customers. It learns the
customers’ needs and works with marketing and
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