Manajemen Krisis Perusahaan di Masa Pandemi COVID-19

Abstract

Abstract. Crisis Management that occurred at PT. Aia this is a new problem that occurred during the Covid-19 pandemic, where PT. Aia KCU Ahmad Yani experienced a decrease in customers, which resulted in significant losses to PT. Aia this. PT. Aia is one of the leading life insurance companies in Indonesia which is registered and directly supervised by the Financial Services Authority, the number of insurance offered by PT. Aia is a plus for the company. In the Covid-19 pandemic, PT. Aia must re-arrange the strategy so that PT. This condition has remained stable during a pandemic. Therefore, PT. Aia issued a new program to attract customers to purchase insurance in order to retain customers. This study aims to research and analyze: (1) Analyze the stages of the crisis at PT. Aia Financial KCU Ahmad Yani; (2) Assessing crisis management efforts at PT.Aia Financial KCU Ahmad Yani (3) The role of ABM during the implementation of crisis management at PT Aia Financial KCU Ahmad Yani. The supporting theory in this research is the Crisis Management Theory. While the method used in this research is a qualitative method with a case study approach through in-depth interview techniques, observation, and literature study that is relevant to the research. The subjects in this study were two people as Team PT. Aia Financial KCU Ahmad Yani. The result of this research is that PT. Aia Financial KCU Ahmad Yani managed to get through his crisis in the Covid-19 pandemic situation, by making several changes to operational policies at PT. Aia Financial KCU Ahmad Yani and created a new program to attract customers' attention

Keywords: Crisis Management, Strategy, Programs, Covid-19

Abstrak. Manajemen Krisis yang terjadi pada PT. Aia ini adalah suatu masalah yang baru yang terjadi pada saat pandemic Covid-19 ini, dimana PT. Aia KCU Ahmad Yani mengalami penurunan nasabah, yang mengakibatkan terjadinya kerugian yang cukup besar pada PT. Aia ini. PT. Aia adalah salah satu perusahaan asuransi jiwa terkemuka di Indonesia yang terdaftar dan diwasi langsung oleh Otoritas Jasa Keuangan, banyaknya asuransi yang ditawarkan oleh PT. Aia menjadi nilai plus bagi perusahaan tersebut. Dalam pandemi Covid-19 PT. Aia harus kembali mengatur strategi agar PT. Aia ini tetap stabil saat pandemic terjadi. Karena itu PT. Aia menerbitkan Program baru yang dilakukan untuk menarik nasabah melakukan pembelian asuransi guna mempertahankan nasabah. Penelitian ini bertujuan untuk meneliti dan menganalisis: (1) Menganalis tahapan terjadinya krisis di PT. Aia Financial KCU Ahmad Yani; (2) Mengkaji upaya penganggulangan krisis di PT.Aia Financial KCU Ahmad Yani (3) Peran ABM saat pelaksanaan manajemen krisis di PT Aia Financial KCU Ahmad Yani. Teori pendukung dalam penelitian ini adalah Teori Manajemen Krisis. Sedangkan metode yang digunakan dalam penelitian ini adalah metode kualitatif dengan pendekatan studi kasus melalui teknik wawancara mendalam, observasi, dan studi pustaka yang relevan dengan penelitian. Subjek dalam penelitian ini berjumlah dua orang selaku Team PT. Aia Financial KCU Ahmad Yani. Hasil dari penelitian ini bahwa PT. Aia Financial KCU Ahmad Yani berhasil melewati masa krisisnya dalam situasi pandemic Covid-19, dengan melakukan beberapa perubahan kebijakan operasional di PT. Aia Financial KCU Ahmad Yani dan membuat program baru untuk menarik perhatian nasabah.

Kata Kunci : Manajemen Krisis, Strategi, Program, Covid-19