MARKETING STRATEGY OF SYARIAH INSURANCE PRODUCTS THROUGH BANCASSURANCE

Abstract

Indonesia is one of the countries with the largest Muslim majority in the world, in the context of financial protection, currently Indonesian people want to get protection from various financial risks such as death, illness, etc. by means of insurance, but still not violating Islamic law. Sharia insurance is one solution, This research is motivated by sharia insurance which is currently growing rapidly along with the times. Various methods and strategies continue to be developed by insurance companies in marketing sharia insurance products as a form of innovation in responding to challenges in the modern era today. One form of innovation in marketing insurance products is through Bancassurance. In terms of marketing and cooperation, bancassurance utilizes data/leads owned by banking companies in reaching affordable customers who have the opportunity to buy insurance products. This shows that Bancassurance can be a significant advancement in a successful marketing approach to expanding the market for sharia insurance products. The purpose of this study is to ensure the marketing approach of Bancassurance sharia insurance products. This study uses a qualitative methodology and is conducted in the field. Interviews and document analysis are the methods used to obtain data. This helps in the dissemination of the most successful and efficient product marketing plan. According to research findings on marketing strategies used by Islamic insurance companies to promote Islamic insurance through bancassurance, especially product strategies and target markets, the majority of the target market of Islamic insurance companies mainly consists of Islamic bank customers. In addition, with the existence of bancassurance cooperation, marketing Islamic insurance products becomes more targeted in reaching the appropriate consumer targets. By improving marketing performance and implementing the right marketing approach, the marketing campaign can be said to be successful. In conclusion, marketing of Islamic insurance products Bancassurance has succeeded in increasing sales of Islamic insurance products in the community. However, in order for Islamic insurance business actors and the Indonesian people to feel the benefits as a whole, problems such as obstacles in the Bancassurance strategy must be overcome immediately.