Analisis Strategi Pemasaran Asuransi Syariah Dalam Meningkatkan Daya Saing Di Tengah Pandemi Covid-19

Abstract

This study aims to analyze the marketing strategy at PT. Jasindo Syariah Kp. Medan in the midst of the Covid-19 pandemic in increasing competitiveness by using a SWOT analysis. This study uses a descriptive qualitative approach. Qualitative research methodology is a research procedure that produces descriptive data with data in the form of observations, in-depth interviews, and documentation studies. The results showed that the marketing strategy implemented by PT. Jasindo Syariah Kp. Medan in the midst of the Covid-19 pandemic is to adjust to market conditions and needs, and this can be analyzed through 4P, namely: Product, Price, Place, and Promotion. Results of the Analysis of the Sharia Insurance Marketing Strategy at PT. Jasindo Syariah Kp. Medan in Improving Competitiveness Amid the Covid-19 Pandemic using SWOT analysis shows that PT. Jasindo Syariah Kp. Medan is in quadrant I, namely Progressive, the strategy that must be determined is the S-O (Strengths, Opportunities) strategy with a total score of 4.38. This strategy is able to use all of the company's internal strengths to take advantage of existing external opportunities. So the strategy of strengths and opportunities must be applied by PT. Jasindo Syariah Kp. The field in increasing competitiveness in the midst of the Covid-19 pandemic is creating products that comply with sharia because the majority of the population is Muslim. Maximizing sharia-compliant product innovation because the general sharia insurance industry is still small. In its marketing activities, companies must take advantage of existing strengths to increase market share because many other institutions require general sharia insurance