PENERAPAN STRATEGI MARKETING MIX DALAM UPAYA PENINGKATAN TARGET PENDAPATAN PERUSAHAAN (Studi Kasus PT Sun Life Financial Syariah Cabang Medan)

siregar, rizky kurnia

Journal of Management Review
Vol 9, No 5 (2025): Journal of Management Review

ABSTRACT The research was conducted to see and find out how the marketing mix was implemented by PT. Sun Life Financial Sharia in an effort to increase the income rate obtained by the company. The research conducted is field research where research is carried out to clarify the compatibility between theory and practice. PT Sun Life Financial Syariah Medan Branch implements a marketing mix (Mix Marketing) using product, price, place, promotion, people, process, physical evidence (7P). The marketing mix strategy is designed in an integrated manner to produce the desired response in the target market which includes product, price, place, promotion, people, process, physical evidence (7P). The type of research used in this study is field research where research is carried out to clarify the compatibility between theory and practice. Data is obtained through literature, articles, journals and sites on the internet related to the author's research. From the results of the study, it was concluded that the implementation of a marketing mix strategy can increase the company's target opinion. ABSTRAK Penelitian dilakukan guna melihat serta mengetahui bagaimana penerpan marketing mix yang dilakukan oleh PT. Sun Life Financial Syariah dlam upaya peningkatan targer pendapatan yang didapat perusahaan .Penelitian yang dilakukan ialah penelitian lapangan (field research) dimana penelitian dilakukan guna memperjelas kesesuaian antara teori dan praktek. PT Sun Life Financial Syariah Cabang Medan meneraapkan bauran pemasaran (Mix Marketing) dengan menggunakan product, price, place, promotion, people, process, physical evidence (7P). Strategi bauran pemasaran dirancang secara terintegrasi untuk menghasilkan respon yang diinginkan dalam pasar sasaran yang mencakup product, price, place, promotion, people, process, physical evidence (7P). Jenis penelitian yang digunakan dalam penelitian ini yaitu penelitian lapangan (field research) dimana penelitian dilakukan guna memperjelas kesesuaian antara teori dan praktek. Data diperoleh melalui literatur, artikel, jurnal dan situs di internet yang berkenaan dengan penelitian penulis. Dari hasil penelitian disimpulkan bahwa penerapan strategi marketing mix dapat meningkatkan target pendapatn perusahaan.