STRATEGI PEMASARAN AGEN PRULINK SYARIAH DALAM MEMPERTAHANKAN LOYALITAS NASABAH DI PT. PRUDENTIAL LIFE ASSURANCE INDONESIA AGENCY CIMAHI
DOI:
https://doi.org/10.61612/jpn.v2i1.47Keywords:
Strategi Pemasaran, Loyalitas NasabahAbstract
Marketing strategy is an effort by the company to achieve success, where a fundamental method to influence customers in creating the demand offered and deciding what products they want. There are several factors that affect marketing strategies including policy, planning, implementation, and evaluation. This article discusses the marketing strategy of sharia prulink agents in maintaining customer loyalty of PT Prudential Life Assurance Indonesia Agency Cimahi. This research is qualitative descriptive, using data collection techniques by observation, interview and documentation studies and data processing is carried out through the process of analysis, display, and further data verification. Based on the results of data processing, research was obtained that customers of PT Prudential Life Assurance Indonesia Agency Cimahi: 1) in planning marketing strategies in accordance with the mission of the head office by carrying out ideal decision-making in determining marketing strategies in implementing the mechanisms of a business to achieve goals and improve conditions and create a better future of the company; 2) the implementation of the agent carrying out its duties and responsibilities, especially in marketing products and strengthening customer commitment is in accordance with sharia marketing characteristics; and 3) the marketing impact carried out by the agent has not fully provided satisfaction to customers, especially in promotional satisfaction, because the agent still does not understand all sharia prulink products.
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