ANALYSIS OF THE EFFECTIVENESS OF ISLAMIC INSURANCE IN ACHIEVING MAQASHID SHARIA THROUGH DIGITAL MARKETING

Abstract

This study aims to analyze the effectiveness of Islamic insurance in protecting customers' interests based on the maqashid sharia perspective. Using a qualitative approach, this study examines the principles of Islamic insurance, such as tabarru' and takaful, and their relationship with maqashid sharia, namely the protection of religion (hifz ad-din), soul (hifz an-nafs), intellect (hifz al-aql), offspring (hifz an-nasl), and property (hifz al-maal). The case study was conducted at PT Allianz Syariah, which uses a digital marketing strategy through social media influencers. The results showed that sharia insurance is effective in protecting the interests of customers by prioritizing the principles of transparency, justice, and mutual cooperation. However, challenges such as low public literacy and lack of product innovation hinder the optimization of its benefits. Digital marketing strategies are proven to be able to increase public awareness and interest in Islamic insurance. This research provides important insights for the development of an inclusive Islamic insurance marketing model that is in line with Islamic values.