Pengaruh Pemasaran Media Sosial Terhadap Purchase Intention Asuransi Syariah di Indonesia

Dini Amalia Putri

Abstract


Indonesia has a large potential as a potential market share of Islamic insurance. However, in reality the large muslim population does not necessarily guarantee the large market share of Islamic insurance in Indonesia. Based on AAJI data, insurance users in Indonesia have only reached 7.5%, and only around 5% of that number uses sharia insurance. The low awareness, knowledge and exposure to sharia insurance is the reason for the lack of sharia insurance participation rates. It can be seen from the low literacy rate of sharia insurance in Indonesia that only reached 2.51%. With the rise of the use of social media in Indonesia, Islamic insurance operators use social media as a means of bridging communication between them and consumers. This study seeks to find out how the influence of social media marketing on buying interest in Islamic insurance. Analysis of data from the results of a survey of 324 respondents using Lisrel-SEM found that social media marketing and product compliance with sharia rules had a positive effect on purchase intention through an intermediary attitude towards sharia insurance. While social media marketing compliance to sharia rules has proven to have a negative effect on attitudes towards sharia insurance.

Full Text:

PDF

References


DAFTAR PUSTAKA

Buku

Al Quran Karim Terjemahan dan Tafsir Bil Hadis (2016). Bandung: Cordoba Internasional Indonesia

Al-Mundziri, I. (2003). Ringkasan Hadis Shahih Muslim. Jakarta: Pustaka Amani.

Aji, H.M. (2018). Manajemen Pemasaran Syariah Teori dan Praktik. Yogyakarta.UPP STIM YKPN.

Fernandes, Aji A.R. (2016). Pemodelan Statistika Pada Analisis Reliabilitas Dan Survival. Malang:UB Press

Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2014). Multivariate Data Analysis, 7ThEdition. London: Pearson Education Limited.

Kotler, P. (2000). Marketing Management. NJ: Prentice Hall.

Nachrowi, Nachrowi Djalal., Hardius, Usman. (2002). Penggunaan Teknik Ekonometri. Jakarta: PT Rajagrafindo Persada

Santoso, Singgih (2018). Konsep dasar dan Aplikasi Sem dengan Amos 24. Jakarta: PT Elex Media Komputindo.

Sujarweni, V.W. (2014). SPSS Untuk Penelitian. Yogyakarta: Pustaka Baru Press.

Usman, H., & Sobari, N. (2013). Aplikasi Teknik Multivariate untuk Riset Pemasaran. Jakarta: Rajawali Pers.

Book Chapter, Working Paper dan e-Book

Al Namer. (2015). Participants Preferences & Motivations About Takaful Products & Services: An Empirical Study On Saudi Arabia. Proceeding Kuala Lumpur International Business, Economics and Law Conference.

Balakrishnan, B.KPD., Dahnil, M.I., Yi W.J. (2010). The Impact of Social Media Marketing Medium Toward Purchase Intention and Brand Loyalty Among Generation Y. Elsevier

Hakim, A. (2018). Analysis of Intention in Using Financial Technology (Fintech)for Islamic Philanthropy. Tesis.Universitas Indonesia.

Hakim, S.A., Shabir O.K., Al Jubari I. (2011). Advertising of Islamic Banking Product. Annals of Management Research.

Johan, Z.J., Dali, N.R.S.M., Suki, A.A., Hafit, N.I.A. (2016). Customers Intention toward Shariah Compliant Credit Cards: A Pilot Study.DOI: 10.6007/IJARBSS/v7-i4/2887.

Jahya, N. Factors That Influence Muslim Consumers Preference Towards Islamic Banking Products or Facilities : Theory of Reasoned Action Factors. 2004. Research report submitted in partial fulfillment of the requirement for the degree of Master of Business Administration University Sains Malaysia

Laksamana, P. (2017) Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesias Banking Industry. International Review of Management and Marketing 8(1), 13-18.

Lim, X.J.,bt Mohd Radzol A.R,Cheah, J.H., Wong, M.W. (2012). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Procedia - Social and Behavioral Sciences. The 2nd International Conference on Strategic Innovative Marketing. Kuala Lumpur.

Lipka, M.& Hackett, C. (2017). Why Muslims are the worlds fastest-growing religious group.http://www.pewresearch.org/fact-tank/2017/04/06/why-muslims-are-the-worlds-fastest-growing-religious-grup

Maiyaki, A.A. & Ayuba, H. (2015). Consumers Attitude toward Islamic Insurance Services (Takaful) Patronage in Kano Metropolis, Nigeria. Doi : http://dx.doi.org/10.5539/ijms.v7n2p27.

Mokhlis, S. (2009), Relevancy and measurement of religiosity in consumer behavior research,International Business Research, Vol. 2 No. 3, pp. 75-84.

Perwira, I. (2019). Menghitung Nilai Kontribusi Minimum Yang Harus Diperoleh Unit Usaha Syariah Asuransi Umum Untuk Melakukan Proses Sin Off Dengan Study Case di PT. Asuransi Jasindo Syariah. Islamic Insurance Society.

Pieiro-Otero, T. & Martnez-Roln, X. Understanding Digital MarketingBasics and Actions. Springer International Publishing Switzerland. DOI 10.1007/978-3-319-28281-7_2. 2016

Shafiq, A., Haque, A., Abdullah, K. (2016). A Collection of Islamic Advertising Principles. Conference Paper. https://www.researchgate.net/publication/309490921

Solis, B. (2010). Engage:The Complete Guide for Brands and Businesses to Build Cultivate and Measure Success on The Web 263

Soualhi, Y. & AlShammar, A.A.R. (2015). Indicators of Takaful Awareness among Kuwaitis. Journal of Islamic Banking and Finance. American Research Institute for Policy Development. DOI: http://dx.doi.org/10.15640/jibf.v3n2a8

Suwandi, I. (2019) Analisis Inersia Nasabah Muslim Untuk Beralih Ke Bank Syariah Di Indonesia. Universitas Indonesia.

Utama, S.C. (2017). Pengaruh Akses Konten Akun Instragam Kuliner Yogya Terhadap Sikap Konsumen pada Wisata Kuliner di Yogyakarta. Universitas Gadjah Mada.http://etd.repository.ugm.ac.id/

Jurnal

Ahmed & Zahid. (2014). Role of social media marketing to enhance CRM and brand equity in termsof purchase intention. Asian Journalof Management Research.

Abzari, M., Ghassem, R.A., Vosta, L.N., Isfahan. (2017).Analysing the effect of social media on brand attitude and purchase intention: the case of Iran Khodro company. Asian Journal of Business Reseach Volume 7.

Ajzen, I, dan Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice Hall

Akhtar, N., Tahir, M., Ashgar, Z. (2016) Impact of Social Media Marketing on Consumer Purchase Intention. International Review of Management and Marketing.

Amin &SondohJr. (2011). Determinants of customers' intention to useIslamic personal financing: The case ofMalaysian Islamic banks. Journal of Islamic Accounting and Business Research.

Azis,etal. (2018).Factors that influence individualsintentions to purchase familytakaful mediating role ofperceived trust. Asia Pacific Journal of Marketing and Logistics. www.emeraldinsight.com/1355-5855.htm

Bashar, A., Annas, I., Wasiq, M. (2015). Effectiveness Of Social Media As A Marketing Tool : An Empirical Study. Journal of Applied Environmental and Biological Sciences.

boyd, danah m., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), 210230. doi:10.1111/j.1083-6101.2007.00393.x

Coviello, N.E. & Brodie, R.J. (2003). Assessing the Role of E-Marketing in Contemporary Marketing Practice. Journal Marketing Management.

Hasanudin. (2018). Kontroversi Hukum Asuransi: Studi tentang Argumentasi Mus?t?afa? Ah?mad Al-Zarqa? dalam Pembolehan Asuransi. Al-Manahij Jurnal Kajian Hukum Islam.

Husin, M.& Rahman, A. (2014). Do Muslims intend to participate in Islamic insurance? Analysis from theory of planned behaviour. Emerald Insight.

Ishak, H.M.S., & Abdullah, O.C. (2012). Islamic Perspective on Marketing Mixed. International Journal Of Business And Management Studies Vol 4, No 2.

Islam, M.E. (2013). Advertising: An Islamic Perspective. International Journal of Ethics in Social Sciences.

Jashari, F.(2017). The impact of social media on consumer behavior Case study Kosovo. Journal of Knowledge Management, Economics and Information Technology Vol. VII.

Kadir, A.Y.A. & Al-Aidaros, H. (2015). Factors Influencing Advertising in Malaysia from an IslamicPerspective: Case of Kedah State. International Journal of Marketing Studies.

Kaplan, A.M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Elsevier.

Kasim, N.A.A. (2012). Disclosure of Shariah compliance by Malaysian takaful companies. Journal of Islamic Accounting and Business Research. Emerald Group Publishing Limited. www.emeraldinsight.com/1759-0817.htm. 2012. DOI 10.1108/17590811211216041

Kietzmann, J.H., Hermkens, K., McCarthy, I.P., Silvestre, B.S. (2017). Social media? Get serious! Understanding the functional building blocks of social media. Elsevier.

Kim, A.J., dan Ko, J. (2012). Do social media marketing activities enhance customer equity? An empirical study ofluxury fashion brand. Journal of Business Research. Elsevier

Kosarizadeh, M., Hamdi, K. (2016). Studying the Effect of Social Media on Consumer Purchase Intention (Case Study: Leather Products). The African Journal of Information Systems Volume 8.

Mokhtar, A.A. (2016). Framework for Islamic advertising: Using Lavidge and Steiners hierarchy of effects model. International Journal of Ethics in Social Sciences.

Najmei, M., Mansori, S., Zakaria, Z., Raueiser, M. (2017). Marketing from Islamic Perspective, Tapping into the Halal Market. Journal of Marketing Management and Consumer Behavior, Vol. 1, Issue 5 (2017) 53-62.https://www.researchgate.net/publication/319311873.

Rahim, F. & Amin, A.H. (2016). Determinants of Islamic Insurance Acceptance : An Empirical Analysis. International Journal of Accounting & Business Management Vol. 4 (No.1).

Ridlwan, A.A, Asuransi Perspektif Hukum Islam. Jurnal Hukum dan Ekonomi Syariah, Vol. 04 Nomor 1. Universitas Negeri Surabaya

Rodney, G., Duffett. (2010). Social Media Marketing Communication Effects On Attitudes Among Millenials In South Africa. Procedia - Social and Behavioral Sciences 143 822 826.

Rohani, S.A.A., Hisham, M.B. Is religiosity an important determinant on Muslim consumer behaviour in Malaysia?. (2011). Journal of Islamic Marketing. Emerald Group Publishing Limited. DOI 10.1108/17590831111115268

Rudiyanto. (2018). Pengaruh Pemasaran Jejaring Media Sosialdan Keterkaitan Konsumen Terhadap Minat Beli Konsumen. Jurnal Manajemen dan Pemasaran Jasa. Vol. 11 No. 2.

Sallam, M.A. & Algammash, F.A. (2016). The Effect of Attitude Toward Advertisement on Attitude Toward Brand and Purchase Intention. International Journal of Economics, Commerce and Management Vol. IV. http://ijecm.co.uk/ ISSN 2348 0386

Shabiq, A. & Hasan, Z. (2017). Factors Affecting Adoption of Takaful (Islamic Insurance) in the Maldives. International Journal of Academic Research in Business and Social Sciences Vol. 7, No. 4 ISSN: 2222-6990.

Shaw, D. S., & Clarke, I. (1998). Culture, consumption and choice: towards a conceptual relationship. Journal of Consumer Studies and Home Economics, 22(3), 163168. doi:10.1111/j.1470-6431.1998.tb00727.x

Wajdi Dusuki, A. and Irwani Abdullah, N. (2007), "Why do Malaysian customers patronise Islamic banks?", International Journal of Bank Marketing, Vol. 25 No. 3, pp. 142-160. https://doi.org/10.1108/02652320710739850

Wolf, M., Sims, J., Yang, H. (2012). Social Media? What Social Media. International Journal of Marketing, Financial Services & Management Research Vol.1.

Zin, M., et.al, (2011). Products of Islamic Finance: A Shariah Compliance Advancement. Australian Journal of Basic and Applied Sciences.




DOI: https://doi.org/10.30596/aghniya.v2i2.4835

Refbacks

  • There are currently no refbacks.


Aghniya: Jurnal Ekonomi Islam is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

StatCounter - Free Web Tracker and Counter

Flag Counter

Aghniya: Jurnal Ekonomi Islam

Faculty of Islamic Religion,Universitas Muhammadiyah Sumatera Utara. Address: Kampus Utama Jl. Kapten Muchtar Basri No.3, Glugur Darat II,Medan Sumatera Utara-20238.

E-mail: aghniya@umsu.ac.id