STRATEGI MANAJEMEN PEMASARAN PRODUKSI ASURANSI DALAM BANK SYARIAH

Abstract

. One of the challenges that needs attention is the public's limited knowledge of the function of insurance. Therefore, an appropriate marketing strategy must be implemented to introduce insurance products in Islamic banks, ensuring that people believe that the presence of insurance in life will bring comfort, security, prosperity, and ease of burden in case of misfortune. The method used is descriptive qualitative, relying solely on literature review. This approach is chosen to investigate and analyze various marketing strategies for insurance products in Islamic banks. The marketing management strategies for insurance products in Islamic banks include: product compliance with Sharia principles, efficient market segmentation, public education, distribution channel diversification, Sharia-based value promotion, and quality customer service. The success of the marketing management strategy for insurance products in Islamic banks lies in a good combination of market understanding, product innovation, use of technology, and quality customer service.