Strategi Akselerasi Insurtech Syariah Meningkatkan Nasabah Pengguna Asuransi di Indonesa  (Studi Kasus Startup  YukTakaful )

Lindiawatie -; Dhona Shahreza

doi:10.30631/ijoieb.v6i2.930

Authors

Lindiawatie - Universitas Indraprasta PGRI Jakarta
Dhona Shahreza Universitas Indraprasta PGRI Jakarta

DOI:

https://doi.org/10.30631/ijoieb.v6i2.930

Keywords:

Strategy, Market Share, Insurtech, Sharia Insurance

Abstract

In 2019, the sharia insurance market share in Indonesia was only 3.44%. The reason is the low level of literacy and inclusion of sharia insurance. On the other hand, there are opportunities and potentials that allow the growth and increase of sharia insurance market share in Indonesia. For this reason, an acceleration strategy is needed to increase the market share of sharia insurance in Indonesia through insurance technology. The purpose of this study is to determine the acceleration strategy in reaching the insurance market in Indonesia by highlighting the case of the YukTakaful InsurTech startup. This type of research is qualitative based on phenomenology. Methods of collecting data by semi-structured interviews with the founder and management as well as documentation. Analysis and interpretation of data with a literature study approach. After the analysis, it is known that the acceleration strategy to increase the market share of sharia insurance in Indonesia with a case study on the YukTakaful startup is to go through the stages starting from setting focused and clear goals, creating a vision and mission that brings benefits and has social impact (maslahah). focusing on community and community-based segmentation and targets, building a network of cooperation in the business ecosystem (alliance strategy) and communicating and educating consumers through offline and online communication channels as well as collaboration with the fintech ecosystem and community customers (market penetration strategy). Alliance strategy by establishing cooperation with venture capital, server providers, data centers, data recovery centers and cloud computing insurance brokers and insurance companies. Market penetration strategy by targeting the community segment, focusing on basic protection with types of micro insurance products, end to end process services in real time 2x24 hours, maintaining the trust and comfort of consumers by maintaining the security and confidentiality of their data.

Downloads

Download data is not yet available.

References

Amron, Usman, & Mursid, A. 2018. Buying Decision in The Marketing of Sharia Life Insurance Evidence from Indonesia). Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-02-2017-0013
Belianti, L., Alim, F. A., & Awaliyah, H. 2019. Milenial Interests on Islamic Insurance: The Role of Mobile Service And Satisfaction. Airlangga International Journal of Islamic Economics and Finance. https://doi.org/10.20473/aijief.v2i2.20660
Cappiello, A. 2020. The Technological Disruption of Insurance Industry: A Review. International Journal of Business and Social Science. https://doi.org/10.30845/ijbss.v11n1a1
Creswell, J. W. 2007. Qualitative Inquiry & Research Design (Second Ed). Sage Publication.
DailySocial Research. 2019. Insurance Technology Survey 2019.
DailySocialResearch. 2020. Insurtech Strategic Innovation.
Drummond, G. & J. E. 2001. Strategic Marketing Planning and Control (Second Edition)). Chartered Institute of Marketing.
DSN-MUI. 2001. Pedoman Umum Asuransi Syariah No 21/DSN-MUI/X/2001, DSN-MUI.
Effendi, J. 2018. Islamic Insurance: A Potential Niche Market of Indonesia. Al-Iqtishad: Jurnal Ilmu Ekonomi Syariah. https://doi.org/10.15408/aiq.v10i1.5330
Fifield, P. 2008. Marketing Strategy Masterclass (First Edit). Elsevier.
Ghoni, A. 2020. Insurtech dan New Islamic Insurance Model: Studi Kasus Sharing Clain di Laka Bicycle Insurance, London. Ad-Deenar: Jurnal Ekonomi Dan Bisnis Islam. https://doi.org/10.30868/ad.v4i01.754
Iqbal, M. 2005. General Takaful Practice. Gema Insani Press.
Khairat, D. 2020. Mengapa Asuransi Konvensional Tidak Sejalan Syariah. Komite Nasional Ekonomi Dan Keuangan Syariah.
KNEKS. 2020. Optimisme Asuransi syariah Capai Pertumbuhan Produktif 2020. Komite Nasional Ekonomi Dan Keuangan Syariah.
Kotler Philip & Kevin Keller. 2009. Manajemen Pemasaran (Edisi 13). Erlangga.
Linden Vander, Sabine L.B; S, Millie, Shan .M; Anderson, N. 2018. The Insurance Book The Insurance Technology for Investors, Entrepreneurs and Fintech Visionaries (First). John Wiley and Sons Ltd.
OJK. 2018. Peraturan Otoritas Jasa Keuangan RI No 13/POJK.02/2018 tentang Inovasi Keuangan Digital di Sektor Jasa Keuangan, OJK.
OJK. 2019. Laporan Perkembangan Keuangan Syariah Indonesia. OJK.
Rajani, T. 2019. Insurtech: The Unchartered Potential. Journal of the Insurance Institute of India.
Republika. 2020. Pertumbuhan Rendah, Wapres Minta Asuransi Syariah Berinovasi. (internet).[diakses pada 15 Oktober 2020]. Tersedia pada https://www.republika.co.id
Sofyan, I. 2015. Manajemen Strategi. Graha Ilmu.
Stoeckli, E., Dremel, C., & Uebernickel, F. 2018. Exploring Characteristics and Transformational Capabilities of InsurTech Innovations to Understand Insurance Value Creation in a Digital World. Electronic Markets. https://doi.org/10.1007/s12525-018-0304-7
Xu, J. 2018. Insurtech Business Models and Disruptive Potencial. Clobal Center of Insurance Excellent.