Analysis of Improvement Strategies Towards “Agen Perisai” Personal Selling Performance in BPJS Ketenagakerjaan North Sumatra Region

The number of workers registered as participants in BPJS Ketenagakerjaan only reached 42% of the working workforce (according to BPS Indonesia data for February 2020). This is a challenge for BPJS Ketenagakerjaan in achieving its strategic plan targets. One of the strategic steps of BPJS Ketenagakerjaan management is an effort to accelerate the expansion of BPJS Ketenagakerjaan’s participation with the establishment of the Penggerak Jaminan Sosial Indonesia (Agen Perisai). The purpose of this study is to formulate alternative policies to improve the personal selling performance of shield agents in the Northern Sumatra region, with the research objectives in the form of knowing the factors that affect the personal selling performance of the Shield Agent in the Northern Sumatra region and identifying strategic policy alternatives. The study is conducted to identify the effect of sales skills, namely: interpersonal skills, salesmanship skills, and technical skills, on the improved sales performance of “Agen Perisai” to sale product BPJS Ketenagakerjaan in the North Sumatra Region. The sampling uses random sampling. The respondent used here were the “Agen Perisai” from all branches still active until December 31, 2021, 123 “Agen Perisai”. The data was collected with a questionnaire. The data analysis techniques in this study use multiple linear regression analysis. The study identified that interpersonal skills, salesmanship skills, and technical skills have influences on the sales performance of “Agen Perisai”.