(Universitas Islam Negeri Sumatera Utara, Medan, 20235, Indonesia)
(2) Andri Soemitra
(Universitas Islam Negeri Sumatera Utara, Medan, 20235, Indonesia)(3) Yenni Samri Juliati Nasution
(Universitas Islam Negeri Sumatera Utara, Medan, 20235, Indonesia)*Corresponding author
AbstractThis study aims to analyze the bancassurance strategy in increasing sales of sharia life insurance products through a case study of collaboration between PT Prudential Life Assurance Unit Syariah and Bank Syariah Indonesia (BSI) in Medan City. Using a descriptive qualitative approach, data were collected through in-depth interviews with Financial Service Consultants (FSC), BSI marketing staff, and direct observation of marketing activities in the field. The results of the study indicate that the implemented sharia bancassurance strategy includes placing FSCs in BSI branch offices, an educational approach to customers, product integration (bundling), and utilizing BSI's customer database for targeting. This approach has been proven to be able to increase customer understanding of the benefits of sharia life insurance and has contributed significantly to increasing the number of policies and premium contributions received each month. However, the implementation of this strategy is not without challenges. Among them are the referral-based work system that makes FSC dependent on bank staff in reaching potential customers, as well as the low literacy of the community regarding sharia concepts and values in insurance. To overcome this, it is necessary to increase internal synergy, regular training for marketers, and a sustainable and comprehensive sharia financial literacy.
KeywordsBancassurance; Sharia Life Insurance; Prudential Syariah; Bank Syariah Indonesia; Marketing Strategy
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DOIhttps://doi.org/10.33122/ejeset.v6i2.1095 |
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