MODEL 5P SEBAGAI STRATEGI OPTIMALISASI PREMI BARU PADA CAPTIVE MARKET ASURANSI UMUM
DOI:
https://doi.org/10.31539/gks51b69Keywords:
Captive Market, Ekosistem Konglomerasi, Sinergi Lintas Bisnis, Asuransi Umum, Organizational Action Research.Abstract
Perusahaan asuransi umum yang terafiliasi dengan konglomerasi dapat memiliki akses pasar istimewa, tetapi afiliasi tidak otomatis menghasilkan premi baru. Penelitian ini mendiagnosis kesenjangan antara potensi dan realisasi sinergi ekosistem pada PT Asuransi XYZ serta mengembangkan Model 5P berbasis teori. Penelitian menggunakan desain studi kasus tunggal terapan pada fase diagnosis organizational action research. Data mencakup target dan realisasi Januari–Mei 2026, 71 entitas afiliasi, 143 peluang bisnis, catatan pipeline, quotation, dan dokumen akar penyebab. Analisis dilakukan melalui statistik deskriptif, gap analysis, matriks effort–result, root-cause analysis, dan theoretical pattern matching. Potensi premi mencapai Rp231,86 miliar, sedangkan realisasi Rp44,09 miliar atau 29,39% dari target tahunan dan 19,02% dari potensi. Masalah data dan dokumentasi menyumbang 56,71% estimasi gross written premium yang belum terealisasi, diikuti kendala harga dan reasuransi sebesar 31,22%. Model 5P mengintegrasikan Pemetaan, Parenting, Prudensi, Proposisi, dan Pengendalian untuk mendukung konversi premi yang terukur dan layak secara teknis.
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