A Implementation of Promotion Mix at PT. Prudential Sharia in Banjarmasin

English

Authors

  • Rizka Nadia UIN Antasari Banjarmasin
  • Difi Dahliana UIN Antasari Banjarmasin
  • Muhammad Noor Aiman UIN Antasari Banjarmasin

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.

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Published

2024-03-27

How to Cite

Nadia, R., Dahliana, D., & Noor Aiman, M. (2024). A Implementation of Promotion Mix at PT. Prudential Sharia in Banjarmasin: English. Asian Journal of Islamic Economics and Business, 1(2), 81–91. Retrieved from https://jurnal.uin-antasari.ac.id/index.php/ajieb/article/view/11482

Issue

Vol. 1 No. 2 (2023)

Section

Articles

License

Copyright (c) 2024 Rizka Nadia, Difi Dahliana

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