Strategy to Improve Public Recognition of Insurance Waqf (Case Study of Allianz Sharia Insurance Waqf Feature Products)

Abstract

This study aims to find out how the optimal campaign strategy and also what media is used to increase public recognition of insurance waqf. The research was conducted on the Allianz Syariah Corporate Waqf Ambassador community who have implemented insurance waqf products that are integrated with sharia insurance products. This research is qualitative with interview method and distributing questionnaires. The participants involved are the management of the Allianz Syariah company, the marketing team or waqf ambassadors and also the public who have an interest in the theme of this insurance waqf. From this research, it can be concluded that the media that are in great demand and in accordance with the theme of insurance waqf are YouTube, Instagram, Facebook and WhatsApp media. Meanwhile, the most widely used persuasive strategies are: Boomer effect; Deletion, Distortion, Generalization; Emphatic Buyers; for video content. Meanwhile, if the content is in the form of graphics, then use Instagram, Whats App and Facebook media. With a random strategy used: Synchronize Target; Deletion, Distortion; Generalizations; Female and mommy and faster easier, better. Suggestions for further research can be with other research objects besides Allianz considering that this insurance waqf has started to be issued by many insurance companies in Indonesia.