A Implementation of Promotion Mix at PT. Prudential Sharia in Banjarmasin
English
Abstract
Prudential Indonesia is an insurance company that excels nationally and internationally. One example is the award from Insurance Asia Award 2023 which was won by PT. Prudential Sharia Life Assurance. It is interesting to research on how PT. Prudential Sharia Life Assurance conducts promotions. This study aims to describe how the implementation of the promotion mix at PT. Prudential Sharia Life Assurance in Kampung Melayu Banjarmasin. This study is classified as qualitative descriptive, which uses interviews, documentation, and data analysis techniques of Miles and Huberman. The results show that advertising, direct marketing, personal selling, sales promotion, and public relations, are implemented in various forms, through various media, adapted to technological developments and society, by reaching potential segments. These findings are expected to provide a useful overview of examples of promotion mix implementation for insurance companies.References
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