Strategi Pemasaran Agen Dalam Mempertahankan Loyalitas Nasabah di PT Prudential Life Assurance Cabang Binjai

Abstract

1. Prudential Life Assurance, a branch of Binjai, is a company engaged in insurance. In an effort to increase sales of insurance policies in Binjai City generally use several marketing strategies. The marketing strategy is implemented by the insurance agent/consultant of the company. This type of research is descriptive with a qualitative approach. Data collection used by using interviews, study documentation and observation. The study in this research is to find out "Agent Marketing Strategy in Maintaining Customer Loyalty at PT Prudential Life Assurance Binjai branch with research aspects: insurance products, premium prices, promotions, places, people and physical facilities. The results showed that the branch of PT. Prudential Life Assrance Binjai branch has been able to carry out the marketing strategy created and determined by the company through several patterns, namely mobilizing its agents/consultants to the maximum in the field with adequate knowledge about insurance products and benefits so that they have the ability to explain them to potential customers/prospective consumers and marketing patterns in a comprehensive manner. Online through the company's website which is promoted through various electronic media. The technical marketing of various types of insurance owned by the company is done by moving agents/consultants to visit from house to house (door to door). communities that have been targeted by agents/consuls previously. The second technique is to hold meetings with groups of people both in offices and plantation companies and other economic institutions so that the sale of policies can be done collectively. Thus the branch company PT. Prudential Life Assurance Binjai branch managed to increase sales of insurance policies from the previous year, 2017. The conclusion of the research is that with a marketing strategy by visiting prospective customers from house to door (door to door) conducting marketing to many people at once in various agencies and companies, the company Prudential Life Assurance insurance at the Binjai branch has succeeded in gradually increasing sales of insurance policies from 2015-2021.

Keywords: Strategy, Marketing, Prudential Life Assurance Binjai