INDRAYANI, IKA2013-08-272013-08-272013-08-27Muchtar Rahmathttp://repository.unri.ac.id:80/handle/123456789/5116Insurance is a non-bank financial institutions whose activities raise funds from the public in the form of premiums. Insurance is no stranger in the community, but there are still many people who do not have the awareness to participate in the insurance program. PT. Prudential Life Assurance is one of a growing insurance company in Indonesia. This is one of the responsibilities of an agent, where the agent is a representative of the company who find and serve case. Agents must be able to perform in a persuasive communication strategy convince prospective case. This study aims to determine how persuasive communication strategy in increasing the number of case and what are the factors associated with persuasive communication agents. This research uses a qualitative methods with a descriptive approach. The research was conducted at PT. Prudential Life Assurance Pekanbaru Branch Pru Miracle, Riau street Riau Bisnis Center complex blok B,15-16 Pekanbaru. These results indicate that the strategy used agents in increasing the number of case that use the strategy of psychodynamic, sociocultural strategy, strategy the meaning construction, and comparison of strategies. The factors associated with persuasive communication agent in increasing the number of case is a factor persuader, intensive factors of the company, annual targets, career path, and environmental factors.otherPersuasive communicationpersuasive communication strategyagentinsurancestudent Paper Post Degree