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.

References

Akbar, S. S., & Darmaputra, M. F. (2022). Pengaruh Periklanan, Publisitas Dan Promosi Penjualan Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Konsumen UMKM Ikan Asap Demak). EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(S1), Article S1. https://doi.org/10.37676/ekombis.v10iS1.2017

Alfinuri, N. A. (2022). Pengaruh Pengalaman Investor, Nilai Investor, Dan Kepuasan Investor Terhadap Loyalitas Investor GIS BEI FEBI UIN Antasari Banjarmasin. AJIEB (Asian Journal of Islamic Economics and Business), 1(1), 1-16.

Amalia, R. (2020). Pengaruh Bauran Promosi Terhadap Brand Image Gojek Indonesia. INSANI, 7(1), Article 1.

Angelia, D. (2022). 5 Asuransi Jiwa Pilihan Masyarakat Indonesia 2022. GoodStats. https://goodstats.id/article/5-asuransi-jiwa-pilihan-masyarakat-indonesia-2022-SuDrW

Asiah, S., & Yusrizal, Y. (2023). Implementasi Strategi Personal Selling Bagi Agen Asuransi. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 4(1), Article 1. https://doi.org/10.47467/elmal.v4i1.1364

Asipi, L. S., Rosalina, U., & Nopiyadi, D. (2022). The Analysis of Reading Habits Using Miles and Huberman Interactive Model to Empower Students’ Literacy at IPB Cirebon. International Journal of Education and Humanities, 2(3), Article 3. https://doi.org/10.58557/ijeh.v2i3.98

El Wafa, F., Rahmah, R., Gafur, A., & Ansharullah, A. (2024). Analysis of Sharia Financial Literacy Levels of Nagara's Muslim Community. Al-Intaj: Jurnal Ekonomi Dan Perbankan Syariah, 10(2), 259-275

Fauzan, H. (2016). Penerapan Bauran Promosi Pada PT.Life Assurance Prudential Pru Diamond Padang [Diploma, Universitas Andalas]. http://scholar.unand.ac.id/9422/

Fuadah, T., Anwar, R. K., & Saefudin, E. (2023). Penerapan Bauran Promosi Terhadap Promosi Perpustakaan Kementerian Kelautan Dan Perikanan Melalui Media Instagram. Jurnal Ilmiah Multidisiplin, 2(05), Article 05. https://doi.org/10.56127/jukim.v2i05.868

Gunawan, A. (2021). Prudential Life Bertahan di Garda Terdepan. CNBC Indonesia. https://www.cnbcindonesia.com/market/20211026093455-17-286530/prudential-life-bertahan-di-garda-terdepan

Hafizah, Y., Nilasari, E., & Assyauqi, M. I. (2024). Reuse of dinar and dirham in the frame of contemporary Muamalah: A study in South Kalimantan, Indonesia. Journal of Islamic Economics Lariba, 10(2).

Hanana, A., Anindya, A., & Elian, N. (2020). Transformasi Media Youtube Dan Televisi (Analisis Fungsi Dan Konsumsi Media Youtube Dan Televisi Di Kota Padang). Jurnal Ranah Komunikasi (JRK), 4(2), Article 2. https://doi.org/10.25077/rk.4.2.186-194.2020

Hasaruddin, H. (2019). Pengaruh Bauran Promosi (Periklanan, Publisitas, Komunikasi Mulut-Kemulut, dan Promosi Penjualan) terhadap Volume Penjualan di Perusahaan Amplang “Salbiah Abuk” Kumai Pangkalan Bun. Magenta, 6(2), Article 2.

Hidayanti, S. F. (2021). Strategi Pemasaran Agen Dalam Mencapai Target Penjualan Pada Produk Asuransi Prudential (Studi Pada PT Prudential Jl. H. Adam Malik No. 26 Medan) [Skripsi, Universitas Islam Negeri Sumatera Utara]. http://repository.uinsu.ac.id/13846/

Hutagalung, M. (2021). Direct Marketing ‘Galaxy Care’ dalam Mempromosikan Pru Prime Healthcare Plus Oleh Marketing Communication PT. Prudential Life Assurance. ESENSI: Jurnal Manajemen Bisnis, 24(3), Article 3. https://doi.org/10.55886/esensi.v24i3.419

Ma’mun, M. Y., Malihah, L., Taufiq, A., & Noormadaniah, N. (2023). Web Series as a Digital Marketing Medium for Islamic Bank. AJIEB (Asian Journal of Islamic Economics and Business), 1(1), Article 1.

Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook. SAGE.

Nilasari, E., & Faridah, R. (2024). Korelasi Pelaksanaan Edukasi dari Otoritas Jasa Keuangan (OJK) dengan Perilaku Keuangan Masyarakat di Kecamatan Bajuin Kabupaten Tanah Laut. At-Taradhi: Jurnal Studi Ekonomi, 15(1)

Nur, M. A., & Dahliana, D. (2023). Pengaruh Customer Review Dan Harga Terhadap Keputusan Pembelian Konsumen Muslim Shopee Di Banjarmasin. Jurnal Ilmiah Ekonomi Islam, 9(2), Article 2. https://doi.org/10.29040/jiei.v9i2.7102

Prudential Syariah. (2023). Prudential Syariah Raih Penghargaan Bergengsi Insurance Asia Awards 2023 sebagai Perusahaan Asuransi Jiwa Syariah Terbaik se-Asia. https://www.prudentialsyariah.co.id/id/pulse/article/prudential-syariah-penghargaan-insurance-asia-awards-2023/index.html

Rawis, A. G. G., Mandey, S. L., & Roring, F. (2022). Pengaruh Periklanan, Publisitas dan Promosi Penjualan terhadap Keputusan Menggunakan Aplikasi Grab di Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(1), Article 1. https://doi.org/10.35794/emba.v10i1.37782

Sidik, H. (2020). Meningkatkan Peran Badan Usaha Milik Desa (BUMDes) Sebagai Penggerak Ekonomi8 Pedesaan Di Desa Langensari. Jurnal Pengabdian Kepada Masyarakat, 4(1), Article 1.

Silviani, I., & Darus, P. (2021). Strategi Komunikasi Menggunakan Teknik Integrated Marketing Communication (IMC). Scopindo Media Pustaka.

Supardi, S., Yusril, M., Zamri, A. T., & Ak, U. A. (2021). Analisis Bauran Promosi Dan Pengaruhnya Terhadap Kinerja Pemasaran Usaha Mikro Kecil Dan Menengah Di Kabupaten Kampar. Menara Ilmu : Jurnal Penelitian dan Kajian Ilmiah, 15(1), Article 1.

Suyani, Y. E., & Secapramana, V. H. (2021). Personal Selling dan Minat Beli di Industri Asuransi. Jurnal Manajemen Bisnis, 18(4), Article 4. https://doi.org/10.38043/jmb.v18i4.3283

Yoedtadi, M. (2019). TV Sosial: Televisi dan Media Sosial.

Yuniarin, R. P., & Gunaningrat, R. (2022). Strategi Bauran Pemasaran terhadap Loyalitas Pelanggan PT Prudential Life Assurance. Prosiding Seminar Nasional Hukum, Bisnis, Sains Dan Teknologi, 2(1), Article 1.

Yusuf, M., Abduh, M. R., & Sofyani, H. (2023). Islamic bank spin-off: a systematic literature review. Journal of Accounting and Investment, 24(2), 355-384.

Zamroni, M. (2021). Dampak Konvergensi Media terhadap Pola Menonton Televisi Indonesia di Era Digital. https://repository.unej.ac.id/xmlui/handle/123456789/104049

Downloads

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

Section

Articles