Optimalisasi Cross-Selling Asuransi Melalui Perceived Risk : Pendekatan Relationship Marketing Pada Perusahaan Asuransi Kerugian

(Studi Pada PT Jasa Raharja Putera Cabang Makassar)

Abstract

This research aims to analyze the influence of cross selling strategy, relationship marketing, customer lifetime value (CLV), and perceived risk on marketing performance, as well as analyzing the role of CLV and perceived risk as mediating variables. This research uses a quantitative approach with explanatory research methods. The research was conducted at PT Jasa Raharja Putera Makassar Branch in October–November 2025 with a sample size of 40 respondents using census techniques. Data collection was carried out through questionnaires and analyzed using Structural Equation Modeling (SEM) based on SmartPLS. The research results show that cross selling strategy has a significant effect on marketing performance, relationship marketing has a significant effect on marketing performance, perceived risk has a significant effect on marketing performance, while customer lifetime value (CLV) has no significant effect on marketing performance. Apart from that, CLV is not able to mediate the relationship between cross selling strategy and relationship marketing on marketing performance, while perceived risk is only able to mediate the relationship between relationship marketing and marketing performance. The research conclusion shows that relationship marketing and managing perceived risk have an important role in improving the marketing performance of insurance companies. Companies are advised to strengthen relationship marketing, increase transparency of product information, and manage perceived risk more effectively so that marketing performance increases sustainably