Perancangan Strategi dalam Memasarkan Produk Asuransi  PT Asuransi Kredit Indonesia (Askrindo) Jambi

Khairul Anshar; Bakhtiar Bakhtiar; Irawati Br Napitupulu

doi:10.22441/pasti.2026.v20i1.008

Authors

Khairul Anshar Universitas Malikussaleh, Indonesia
Bakhtiar Bakhtiar Universitas Malikussaleh, Indonesia
Irawati Br Napitupulu Universitas Malikussaleh, Indonesia

DOI:

https://doi.org/10.22441/pasti.2026.v20i1.008

Keywords:

Asuransi, Strategi, SWOT, AHP

Abstract

PT Asuransi Kredit Indonesia (Askrindo) Jambi Branch experienced significant fluctuations in customer numbers throughout 2021, resulting in unstable company performance and revenue. This study aims to identify the company's internal strengths and weaknesses, as well as external opportunities and threats, in order to formulate appropriate marketing strategies for improving sales performance. The research employed the Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis to develop strategic alternatives and the Analytical Hierarchy Process (AHP) to determine the priority strategy. The results indicate that the company is positioned in Quadrant V, with an IFAS score of 2.785 and an EFAS score of 2.663, suggesting a strategy focused on maintaining market share while developing products. The proposed strategy is expected to enhance the company's competitiveness and improve customer loyalty in an increasingly competitive insurance market. Based on the AHP analysis, the priority strategy is improving service quality, with a weight of 0.411, as it is considered the most effective approach to increasing customer satisfaction and strengthening the company's competitive advantage.

Downloads

Download data is not yet available.

References

Akbar, M. J., Qurtubi, Q., & Maghfiroh, M. F. N. (2022). Perancangan Strategi Pemasaran Menggunakan Metode SWOT dan QSPM untuk Meningkatkan Penjualan Beras. Jurnal INTECH Teknik Industri Universitas Serang Raya, 8(1), 61–67. https://doi.org/10.30656/intech.v8i1.4595

Bouraima, M. B., Qiu, Y., Yusupov, B., & Ndjegwes, C. M. (2020). A study on the development strategy of the railway transportation system in the West African Economic and Monetary Union (WAEMU) based on the SWOT/AHP technique. Scientific African, 8, e00388. https://doi.org/10.1016/j.sciaf.2020.e00388

Pratama, A. (2020). Analisis Strategi Pemasaran Jasa Percetakan dengan Menggunakan Metode SWOT dan Analyitc Hierarchy Process. Journal of Industrial and Manufacture Engineering, 4(1), 12–21. https://doi.org/10.31289/jime.v4i1.2972

Qanita, A. (2020). Analisis Strategi Dengan Metode Swot Dan Qspm (Quantitative Strategic Planning Matrix): Studi Kasus Pada D’Gruz Caffe Di Kecamatan Bluto Sumenep. Komitmen: Jurnal Ilmiah Manajemen, 1(2), 11–24. https://doi.org/10.15575/jim.v1i2.10309

Rachman, R. (2019). Penerapan Metode Ahp Untuk Menentukan Kualitas Pakaian Jadi Di Industri Garment. Jurnal Informatika, 6(1), 1–8. https://doi.org/10.31311/ji.v6i1.4389

Rakhmansyah, M., Rahardja, U., Santoso, N. P. L., Khoirunisa, A., &

Faturahman, A. (2021). Smart Digital Signature berbasis Blockchain pada Pendidikan Tinggi menggunakan Metode SWOT. ADI Bisnis Digital Interdisiplin Jurnal, 2(1), 39–47. https://doi.org/10.34306/abdi.v2i1.325

Saputra, M. I. H., & Nugraha, N. (2020). Sistem Pendukung Keputusan Dengan Metode Analytical Hierarchy Process (Ahp) (Studi Kasus: Penentuan Internet Service Provider Di Lingkungan Jaringan Rumah). Jurnal Ilmiah Teknologi Dan Rekayasa, 25(3), 199–212. https://doi.org/10.35760/tr.2020.v25i3.3422

Septilia, H. A., Parjito, P., & Styawati, S. (2020). Sistem Pendukung Keputusan Pemberian Dana Bantuan Menggunakan Metode Ahp. Jurnal Teknologi Dan Sistem Informasi, 1(2), 34–41. https://doi.org/10.33365/jtsi.v1i2.369

Solangi, Y. A., Tan, Q., Mirjat, N. H., & Ali, S. (2019). Evaluating the strategies for sustainable energy planning in Pakistan: An integrated SWOT-AHP and Fuzzy-TOPSIS approach. Journal of Cleaner Production, 236, 1–14. https://doi.org/10.1016/j.jclepro.2019.117655

Suman, M. N. H., Chyon, F. A., & Ahmmed, M. S. (2020). Business strategy in Bangladesh—Electric vehicle SWOT-AHP analysis: Case study. International Journal of Engineering Business Management, 12, 1–10. https://doi.org/10.1177/1847979020941487

Wang, Y., Xu, L., & Solangi, Y. A. (2020). Strategic renewable energy resources selection for Pakistan: Based on SWOT-Fuzzy AHP approach. Sustainable Cities and Society, 52. https://doi.org/10.1016/j.scs.2019.101861

Yanto, M. (2021). Sistem Penunjang Keputusan Dengan Menggunakan Metode Ahp Dalam Seleksi Produk. Jurnal Teknologi Dan Sistem Informasi Bisnis, 3(1), 167–174. https://doi.org/10.47233/jteksis.v3i1.161