Strategi Pemasaran Produk PRULink Syariah Assurance Account Pada PT. Prudental Life Assurance Cabang Kota Malang

Authors

  • Ernawati Ernawati Program Studi Ekonomi Syariah, Fakultas Agama Islam, Universitas Muhammadiyah Malang
  • Moch. Novi Rifa’i Program Studi Ekonomi Syariah, Fakultas Agama Islam, Universitas Muhammadiyah Malang

DOI:

https://doi.org/10.22219/jes.v3i1.5834

Keywords:

Strategy, marketing, PRUlink Syariah Assurance Account, PT. Prudential Life Asssurance.

Abstract

This study aims to determine what marketing strategy implemented by PT. Prudential Life Assurance Malang City Branch in marketing PRUlink Syariah Assurance Account. Selection of PT. Prudential Life Assurance Malang Branch as a place of research is based on developments on the world of insurance, and PT. Prudential Life Assurance Malang Branch is one of the fastest growing insurance companies. This research uses descriptive research with qualitative approach, that is researcher analyze data based on information obtained from interview result, observation, and other source. While for data analysis using qualitative analysis. From the results of this study can be concluded that the marketing strategy implemented by PT. Prudential Life Assurance Malang Branch On PRUlink Syariah Product Assurance Account is using internal marketing strategy that is strategy conducted by company related to the company itself and external marketing strategy that is indirect influence where is outside of power or control of marketer.

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Author Biographies

Ernawati Ernawati, Program Studi Ekonomi Syariah, Fakultas Agama Islam, Universitas Muhammadiyah Malang

Program Studi Ekonomi Syariah,

Fakultas Agama Islam, Universitas Muhammadiyah Malang

Moch. Novi Rifa’i, Program Studi Ekonomi Syariah, Fakultas Agama Islam, Universitas Muhammadiyah Malang

Program Studi Ekonomi Syariah,
Fakultas Agama Islam, Universitas Muhammadiyah Malang

References

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Assauri, Sofjan. (2004). Manajemen perusahaan. Ed. 1. Jakarta: PT. Raja Grafindo Persada.

Janwari, Yadi. (2005). Asuransi Syariah. Bandung: Pustaka Bani Quraisy.

Jumlah penduduk Kota Malang diakses pada tanggal 18 Agustus 2017 dari http://dispendukcapil.malangkota.go.id/2017/07/lampid-2017/.

Kotler, Philip. (2008) . Manajemen Pemasaran Edisi 13. PT. Gelora Aksara Pratama.

Murti Sumiarti, John Soepriharto. (2000). Pengantar Bisnis. Yogyakarta: Liberty.

Nopriansyah, Waldi. (2015). Asuransi Syariah Berkah Terakhir yang Tak Terduga. Yogyakarta: ANDI.

Thamrin Abdullah, Francis Tantri. (2016). Manajemen Pemasaran. Jakarta: PT. Raja Grafindo Persada.

Veithzal, Rifai Zainal, et al. (2017). Islamic Marketing Management. Jakarta: PT. Bumi Aksara.

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Published

2018-05-24

How to Cite

Ernawati, E., & Rifa’i, M. N. (2018). Strategi Pemasaran Produk PRULink Syariah Assurance Account Pada PT. Prudental Life Assurance Cabang Kota Malang. Falah: Jurnal Ekonomi Syariah, 3(1), 53–65. https://doi.org/10.22219/jes.v3i1.5834

Issue

Vol. 3 No. 1 (2018)

Section

Journal Article

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