Research Paper
Year: 2020 | Month: February | Volume: 7 | Issue: 2 | Pages: 129-134
Analysis the Effect of Competence and Use of Digital Pruforce Media in Improving the Performance of Prudential Life Marketers on Prustarshine Agency Medan
Ekun Melki Mozart Siregar1, Endang Sulistya Rini2, Beby Karina Fawzeea Sembiring2
1Postgraduate Students, 2Postgraduate Lecturer,
Department of Management, Faculty of Economics and Business at Universitas Sumatera Utara, Indonesia
Corresponding Author: Ekun Melki Mozart Siregar
ABSTRACT
Achieving good performance is the hope and goal for all prudential life marketers. If they are able to get sales volume targets, maintain customers, and recruit new agents, they are expected to be able to improve their performance and income. There are several factors that affect the performance of insurance marketers, among which are the competencies of marketers and also the availability of digital technology media that support marketing, in this study more specifically in the form of use of digital pruforce media. This study aims to determine and analyze the effect of competence and use of digital pruforce media to improve performance of prudential life marketers on Prustarshine Agency Medan. The population of this research is 211 prudential insurance marketers found in Prustarshine Agency Medan. By using the slovin formula, a total of 68 marketers consisting of various career positions at prudential are obtained, namely agents, associate agency managers, associate agency directors, and agency directors. Data is taken by distributing questionnaires to respondents. The analysis technique used is multiple linear analysis and hypothesis testing. The results of this study simultaneously indicate competence and use of digital pruforce media have a significant effect on performance of prudential life marketers, partially competence has a positive and insignificant effect on performance of prudential life marketers, while partially use of digital pruforce media has a positive and significant effect on performance of prudential life marketers.
Keywords: Competence, Use of Digital Pruforce Media, Performance of Prudential Life Marketers
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