Analisis Minat Konsumen terhadap Produk Prucinta PT Prudential Syariah Cabang Binjai

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Rifka Fachrina
Yusrizal Yusrizal



If we examine the existence of sharia insurance companies in Indonesia, they have existed for approximately 24 years until now and continue to experience growth from year to year. Although it has undergone many developments, there are still many people who are not interested or are still reluctant to use sharia insurance services for various reasons, of course this is a challenge for sharia insurance companies to be able to maximize the expansion of their products so that they can be of interest to the wider community. Qualitative method as a research procedure that produces descriptive data in the form of written or spoken words from people and observable behavior. Public interest in PRUCinta Products has increased within a period of 1 (one) year. Fostering public interest in PT. Sharia Prudential Insurance, has several factors that influence people's interest in sharia insurance products, namely (1) products marketed to the public, (2) Promotions carried out by agencies (3) People's income has no influence when the community becomes sharia prudential customers because the number of Premiums can be adjusted according to the prospective customer's income. Promotional activities are not only carried out through agencies but also seminars for people who don't really understand insurance. The promotional strategies carried out by the agency and advertisements that we can see on television, gadgets, and others.

Keywords: insurance, interest, product


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How to Cite
FachrinaR., & YusrizalY. (2023). Analisis Minat Konsumen terhadap Produk Prucinta PT Prudential Syariah Cabang Binjai. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 4(2), 548-558.

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