Segmentasi Pelanggan dan Optimal Value Proposition Menggunakan RFM dan Ethnographic Analysis: Studi Mixed-Method di PT Marine Insurance Broker
DOI:
https://doi.org/10.30595/jmbt.v6i1.29694Keywords:
Marine Insurance, Renewal, Non-Renewal, Churn, RFM, Mixed-Method, Ethnographic Analysis, B2B BrokerAbstract
Penelitian ini bertujuan mengidentifikasi pola retensi (renewal) dan non-renewal pada portofolio pelanggan B2B PT Marine Insurance Broker, serta merumuskan proposisi nilai yang lebih presisi berbasis segmen. Desain yang digunakan adalah mixed-method sequential explanatory, di mana tahap kuantitatif dilakukan lebih dulu untuk membentuk segmentasi RFM dan menguji keterkaitan variabel terhadap status renewal, lalu tahap kualitatif digunakan untuk memperdalam penjelasan pada segmen strategis maupun rentan. Populasi mencakup seluruh akun tertanggung pada periode observasi tahun 2025, dengan sampel ditetapkan secara purposif berdasarkan kelengkapan data RFM dan status renewal/tidak renewal yang jelas. Analisis kuantitatif memanfaatkan SPSS (deskriptif, tabulasi silang, dan regresi logistik biner), sedangkan analisis kualitatif menggunakan analisis tematik untuk memetakan pain values dan logika keputusan multi-aktor B2B. Hasil menunjukkan dari 158 akun, 132 akun renewal (83,8%) dan 26 akun tidak renewal (16,2%). Sintesis temuan menegaskan bahwa non-renewal pada broker marine B2B berkaitan dengan kombinasi faktor ekonomi (tekanan harga/kompetisi) dan faktor pengalaman layanan (kecepatan proses, kepastian renewal, serta pengalaman klaim), dengan intensitas pain values yang berbeda pada tiap segmen.
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