Analysis of the Effect of the Role of Agents, Promotions and Services on Market Penetration at the Bumiputera Office of Life Insurance with South Jakarta Region

Shared Life Insurance (AJB) Bumiputera is the oldest insurance company in Indonesia. During the Covid 19 pandemic, we had experienced great obstacles and obstacles, but until now they still exist to serve their customers.The purpose of the study was to determine the relationship and influence of the factors of the role of agents, promotions and services on market penetration at the Bumiputera Joint Life Insurance office in South Jakarta.The methodology used is a survey and uses a questionnaire to do quantitative calculations and analysis. Using a sample of 265 respondents.The finding is that there is a combination of the influence of the agent's role, promotion and service variables partially and jointly on market penetration.Keywords:agent role, promotion, service, market penetration.