STRATEGI MARKETING SYARIAH BERBASIS KUALITAS SPIRITUAL DALAM PERSPEKTIF AGEN ASURANSI SYARIAH

Authors

  • Novi Indriyani Sitepu Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala
  • Yasir Nasution Fakultas Ekonomi dan Bisnis, Universitas Islam Negeri Sumatera Utara
  • Safaruddin Siregar Fakultas Ekonomi dan Bisnis, Universitas Islam Negeri Sumatera Utara

Keywords:

Spiritual Quality, Marketing Strategy, Agents

Abstract

Insurance agents have an important role in the insurance industry as marketers of insurance products. Marketing insurance products requires a good marketing strategy, so that the sharia marketing strategy is an option strategy. Spiritual quality si not only adherence to religious teachings, but includes fighting spirit and ethics. Order of priority marketing strategy and quality is one way of obtaining the best strategy. This stydy uses a qualitative method using Analitical Networking Process (ANP) by sofwere Super Decission. This research data consists of primary and secondary data. Mheanwhile, Primary research data were the result of ANP questionare to three respondents , they are : MDRT agents, head of the insurance company agency branch Sharia Prudential and Sun Life, and the head of insurance company agency branch Sharia Takaful. Secondary data were obtained from literature studies. The results showed were:Based on geomean value spiritual quality is the most priority among all clusters then social marketing; and based result of the synthesis show that spiritual quality is agreed upon by all respondents as a top priority while in market strategy practitioners and academics agree that social marketing is the top priority while associations prioritize market segmentation.

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Published

2021-03-23

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Section

Articles