JRSSEM 2022, Vol. 01, No. 6, 621 – 631

E-ISSN: 2807 - 6311, P-ISSN: 2807 - 6494

DOI : 10.36418/jrssem.v1i6.83

Strategy to Improve Public Recognition of

Insurance Waqf (Case Study of Allianz Sharia

Insurance Waqf Feature Products)

Samsul Arifin

Abdul Aziz Nugraha

Eko Yuli Sulistiyo

1,2

Program Pasca Sarjana Magister Ekonomi Syariah, Institut Agama Islam Salatiga

Sekolah Tinggi Ilmu Ekonomi AMA Salatiga, Indonesia

e-mail: samifin222@gmail.com

, pratama_abdu[email protected]om

, ekoyulipia@gmai.com

*Correspondence: samifin222@gmail.com

Submitted: 30 December 2021, Revised: 10 January 2022, Accepted: 13 January 2022

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, Whatsapp 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.

Keywords: waqfinsurance; syariah waqf; allianz syariah.

Samsul Arifin, Abdul Aziz Nugraha, Eko Yuli Sulistyo | 622 
 
DOI : 10.36418/jrssem.v1i6.83 
INTRODUCTION 
 
The number of sharia life insurance in 
Indonesia  in  2019  reached  7  full  sharia 
companies and 23 sharia units (Sari, 2017) 
As of November 2019, the market share of 
sharia insurance was 6.6 percent, while the 
rest  was  controlled  by  conventional 
insurance. From 6.6 percent, it shows great 
potential  and  has  pretty  good  prospects. 
Waqf  Insurance  Policy  is  not  new  in  the 
world of the Islamic economy in Indonesia. 
Since  2016  DSN  MUI  issued  a  fatwa 
regarding  Waqf  Insurance  Benefits  and 
Investment  Benefits  in  Sharia  Life 
Insurance. The distribution of cash waqf or 
waqf from this insurance benefit can be in 
the  form  of  direct  distribution  or  for 
indirect empowerment as is done by the Al 
Azhar  Waqf  Board  (Sari,  2017).  The 
Indonesian  Waqf  Savings  Program  (TWI), 
the Justice Cares for the People (PKPU) and 
Baitul  Maal  Muamalat  programs  are 
targeted  for  education,  economic 
empowerment,  health,  and  invested  in 
mudhorobah  funds  so  that  the  value  of 
money  remains  in  accordance  with  the 
waqf  concept  (İlik  &  Sarı,  2017)  Islamic 
insurance  waqf  brings  a  new  leap  for  the 
emergence of waqf potentials in Indonesia 
(Hakim,  Kellish,  Atabek,  Spitz,  &  Hong, 
2020) Cash waqf investment funds are used 
for  microfinance.  The  profits  from  the 
distribution of cash waqf funds are shared 
between  the  waqf  fund  managers.  The 
rights of  waqf funds on investment profit 
sharing are channeled to social funds that 
are returned to the people who are entitled 
to receive them. Cash waqf as a component 
of  capital  can  also  help  the  capital 
adequacy  ratio  of  Islamic  Microfinance 
Institutions (Ernawan, 2016). According to 
the  Chair  of  the  Caring  Waqf  Forum,  the 
potential  for  Insurance  Waqf  in  Indonesia 
reaches 40 to 60 billion (Republika 2021). 
Insurance policy waqf and cash waqf have 
the  potential  for  greater  benefits  if  more 
people know about it.  
The most significant factor influencing 
the  desire  to  participate  in  cash  waqf  is 
knowledge  about  it  (Ahmad,  Baker, 
Finnerty, Phillips, & Watson, 2019) Priority 
constraint factors faced in the management 
of cash waqf in Indonesia, namely the lack 
of public understanding of cash waqf. The 
strategic priorities that most influence the 
level  of  cash  waqf  management  in 
Indonesia  sequentially  are  providing 
effective education and socialization to the 
public  regarding  cash  waqf,  innovative 
marketing strategies from waqf institutions, 
and  transparency  and  accountability  of 
waqf  institutions  (Koletzko  et  al.,  2020) 
There  are  still  many  people  who  do  not 
understand cash waqf or insurance waqf, so 
they need a strategy to recognize insurance 
waqf to increase participation. The problem 
of socialization is the main internal problem 
for  the  development  of  insurance  waqf 
(Hakim et al., 2020) Currently the Internet is 
changing the way of giving and waqf. In the 
past,  waqf  people  had  to  wait  to  be rich. 
Now, with any money, become a waqf. As 
an  example  of  how  the  kitabisa.com  site 
has succeeded in facilitating waqf and the 
socialization  of  waqf  targets  so  easily  via 
the  internet.  Special skills  of  campaigners 
are  needed  to  attract  donors'  attention. 
Maximizing  visuals  is  an  attraction  for 
donors  to  donate.  Copywriting  is  also 
important  to  make  a  waqf  campaign 
successful and attractive (Putri, 2019). 

623 | Strategy to Improve Public Recognition of Insurance Waqf (Case Study of Allianz Sharia

Insurance Waqf Feature Products)

Several marketing theories, including

persuasive theory and relevance theory, are

appropriate to be used as a basis. Social

media can reach targeted users according

to the type of campaign. Able to find hot

buttons that can be targeted, able to set

when the campaign will appear. One

campaign can be repeated until it is

embedded in the target's subconscious,

according to the repetition principal.

Something that keeps repeating itself into

one's mind will change one's perspective. It

is very different from using conventional

campaigns, for example: brochures, x-

banners, event sponsors, or making

seminars. The repeat effect is easier when

the content is digital content without being

physically printed. Digital content can enter

the target space anytime, anywhere.

Evening morning afternoon, can continue

to play. In offices, cars, school campuses,

even in bedrooms and bathrooms, if the

target is carrying a smartphone, and

activating and viewing social media, the

campaign will be seen by them (Kennedy,

Landor, & Todd, 2010) The role of the

human senses greatly affects the human

mindset. Because it is from Indra that

humans get information. Many of us do not

realize that the name, logo, jingle, tag line,

or shouting of a brand from the carts

around us greatly influence us to choose a

product (De Santis, Iannucci, & Chiaravalle,

2007) Then what if all these strategies and

theories are used to campaign for a waqf

product in the form of an Insurance Waqf?

Of course, there will be massive public

understanding of this insurance waqf.

From all these backgrounds, it is the

basis that waqf institutions need to pay

attention to in making insurance waqf

socialization campaigns. Increasing

recognition is different from the promotion

strategy that has been studied by many

previous researchers. Recognition is related

to the strategy of instilling in the minds of

prospective customers in this case wakif

regarding this insurance waqf program.

Therefore, the researcher raised the theme

"Strategy to Improve Public Recognition of

Insurance Waqf (Case Study of Allianz

Sharia Insurance Waqf Feature Products)".

Based on the background of the

problem above, the formulation of the

research problem is: What media and what

strategy are optimally used for Allianz

Sharia Insurance Product Waqf Feature

campaigns in Indonesia? and What is the

proposed strategy going forward to

increase public recognition of insurance

waqf?

In order to limit this research not to

widen too far, this research is limited to the

following limitations: Limited to the

development of Allianz Sharia Insurance

Products with Waqf Features at PT. Allianz

Utama Indonesia Insurance, limited for

knowing and analyzing how the strategy

that has been carried out by Allianz Syariah

Insurance division of waqf features to

increase public awareness of insurance

waqf and limited to what are the proposed

future strategies to increase public

awareness of insurance waqf.

METHODS

Research Design

The research conducted is a qualitative

approach that emphasizes the

Samsul Arifin, Abdul Aziz Nugraha, Eko Yuli Sulistyo | 624

development of textual narratives on the

phenomena studied, while the type of

research that will be used is descriptive

research that will try to describe the best

strategy to increase public recognition of

insurance waqf based on existing theories.

This type of descriptive research with a

qualitative approach was chosen because

of the consideration that quantitatively

there is very little literature and practice of

insurance waqf in the community, so that

the qualitative research approach will place

more emphasis on the findings of the

insurance waqf campaign strategy. Not

emphasizing on quantity but more

emphasis on quality in nature which

involves understanding, concepts, values

and characteristics attached to the object

under study.

Location and Timing

The research will be carried out at PT.

Asuransi Allianz Utama Indonesia. As

requested by PT. Allianz because they are

still working from home, interviews are held

online through the zoom application and

Whatsapp video call and provide online

questionnaires. This research start from

Juli-Desember 2021.

Research subject

The research subjects are parties who

have been actively involved in the

insurance waqf campaign from the

Insurance Waqf Program of PT. Allianz

Utama Indonesia Insurance includes:

campaign team, the waqf ambassador

team, in this case is part of the Allianz Star

Network (ASN), Quantum Waqf, customer

or prospective customers who have not or

who have participated in insurance waqf.

Informant Selection Technique

1. Research Informants: Research

informants for institutions in the form

of campaign materials for later

grounded analysis are institutions that

have carried out insurance waqf

campaigns, namely the insurance waqf

marketing division of PT. Allianz Utama

Indonesia Insurance.

2. To get a perception of the recognition

content of insurance waqf, the

informant is a customer of the waqf

program of PT. Asuransi Allianz Utama

Indonesia with a determination method

in the form of snow ball sampling with

data collected from ambassadors of

waqf networks.

3. Informant Determination Technique:

Informants who will be interviewed

regarding the perception of insurance

waqf after seeing the campaign

exposure will be taken using the snow

ball sampling method. Namely, the

sample technique is initially small in

number then enlarges. Like a snowball

that rolls over time. In the initial study,

one or two people were selected.

However, if one or two people do not

feel that the data provided is complete,

other informants will be looked for

again until it is deemed that the data

obtained are perfect.

Data analysis technique

The data obtained were collected,

analyzed and then looked at the Strategy to

Improve Community Recognition of

Insurance Waqf. The steps are as follows:

1. Collecting and compiling data from

interviews and documentation (data

625 | Strategy to Improve Public Recognition of Insurance Waqf (Case Study of Allianz Sharia

Insurance Waqf Feature Products)

reduction).

2. Identify what patterns have been

carried out for the insurance waqf

campaign, then classify what strategies

have been used.

3. Analyzing the existing campaign

strategy with interviews to get the

public's perception of the campaign.

4. Presenting the planning pattern so that

it can be duplicated in the next

campaign by adding the existing

patterns in the text book and previous

research as enrichment.

5. Make recommendations in the form of

campaign patterns that are proven to

produce positive perceptions of the

recognition of insurance waqf for the

next campaign.

RESULTS AND DISCUSSION

Insurance Waqf Content

During August and September 2021,

observations were made by being part of

the Quantum Waqf Ambassador team. All

strategies and content used by the team

were researched and analyzed. The type of

waqf campaign content is divided into two,

in terms of the stage and the type of

content material.

Conditions of Understanding of

Insurance Waqf

Public understanding of insurance waqf

is still low. Only 20% of the respondents

were close to correct during the interview

process (Figure 1). This shows the low

literacy of insurance waqf in the

community. The low literacy certainly

affects community participation.

Figure 1. Public Understanding of

Insurance Waqf

Waqf Content by Stage

The first stage is the stage of attracting

people's attention with interesting content.

At this stage the quality of the content is

very important. At this stage, persuasive

content that provokes emotions or

millennial children's language "makes

baper" (Language) is needed. This content

is often found on the social media pages of

waqf ambassadors. The following shows

the waqf ambassador campaign material at

this stage.

Figure 2. Example of a Visual Campaign

(Source: Instagram/quantum waqf)

The first stage of content is in the form

of videos via the YouTube, Instagram or

Facebook applications. Examples are as

follows:

37%

43%

20%

UNDERSTANDING OF

INSURANCE WAQF

Tidak Paham Tau Sedikit Paham

Samsul Arifin, Abdul Aziz Nugraha, Eko Yuli Sulistyo | 626

Figure 3. Figure 4.3 Example of Video

Content

(Source: https://youtu.be/VnPH_W-bh4o)

The second stage, when there are

people who are interested in participating,

the waqf ambassador will invite prospective

waqf to attend the waqf symbol event with

the zoom application or provide a youtube

link regarding the study of quantum waqf.

Zoom is held every Sunday morning or

Tuesday night. Or for wakif who can be

invited offline to take part in the handover

and pledge of waqf at the designated Nazir.

The handover of the Quantum Waqf

ambassador team that was recorded during

the observation was the handover and

pledge of waqf at the Kampung Maghfirah

Foundation. With the presence of the

candidate for waqf, it is hoped that they will

be inspired when they see the handover

and pledge of waqf and there is a study of

stabilization at the event. At this stage the

content used is informative and educative

content regarding the insurance waqf

program. Because this is closed, the

content is in the form of long and more

detailed videos.

Figure 4. Video Zoom Waqf Record

(Source:https://www.youtube.com/watc

h?v=dVFww5St3WU)

The third stage, when the wakif has a

contract and participates, it will also be

offered to become a Quantum Waqf

Ambassador so that there are more good

connectors, in accordance with the

principle of da'wah. When a wakif has

become a team of quantum waqf

ambassadors, then they will deepen their

understanding of the concept of insurance

waqf as a provision for waqf propagation.

In this third stage, the content is deeper

about the syiar strategy and also a deeper

understanding of waqf and about Sharia

insurance. For in-depth material and

strategy content, internal content is not

allowed to be distributed openly. So this

third stage cannot be attached or given a

link to the content used.

The relationship of stages with this

content type can be seen in the table

below:

Table 1. Stages and Content Types of Insurance Waqf Recognition Strategy

Stage

Content

Media

Depth of Material

623 | Strategy to Improve Public Recognition of Insurance Waqf (Case Study of Allianz Sharia

Insurance Waqf Feature Products)

First

Persuasive,

Emotional

Social Media (Whats App,

Facebook, Instagram,

Youtube)

Shallow, simple, lay

Second

Informative

Zoom meeting, Study,

Moment of handover and

pledge of waqf

Information on insurance

waqf

Third

Strategic and

Understanding

Zoom meeting, Youtube

Comprehensive

understanding of waqf and

insurance waqf

(Source: Researcher Observation)

Waqf Content Based on Content Type

Based on the type of content, as

mentioned earlier, there are 2 types that are

often used by Allianz companies and the

Quantum Duta Waqf team. Namely content

in the form of images and videos. Content

in the form of sound is currently not widely

used.

Figure 5 Example of Image Content

from Allianz

(Source :https://www.instagram.com/p/CCa5qQyD-

Zm/ and https://www.instagram.com/zulhamdi.ms/)

Classification of Strategy and Content

Types That Have Been Used for the

classification and analysis of the data that

has been obtained, the NVivo application is

used in the process. Starting with an

inventory of the content used by Allianz

and the Waqf Ambassador team.

Previously, the codification of content

persuasive strategies will be shown for the

classification of waqf symbols content. As

shown in Figure 6, the following is a display

of various persuasive strategies for content:

Figure 6. Display of various

persuasive strategies for content

All content is classified into 16

strategies, as has been written in chapter 2.

Observations found that companies and

waqf ambassadors in creating content were

done randomly. There is no specific

Samsul Arifin, Abdul Aziz Nugraha, Eko Yuli Sulistyo | 622

benchmark on how the strategy should be.

The measure of them is the

appropriateness and attractiveness of a

content. Observations found facts in Figure

7 which shows the zoom content based on

its persuasive strategy.

When the waqf ambassadors present

events at the zoom meeting which usually

lasts for approximately one hour, there are

materials that have been prepared by

senior leaders. In this case the material was

made by Ust. Zulhamdi M Saad, Lc, who has

experience as an Allianz agent and most of

his customers are insurance waqf

customers.

Figure 7. Zoom's Content Hierarchy and

Persuasive Strategy

In figure 7, the content used for

broadcasting through the media zoom

meeting mostly uses the FFF Technique

strategy and the least uses the music to

persuasive strategy. The zoom event for

waqf symbols, which is held approximately

twice a week, carries a brief but

comprehensive presentation. Given the low

literacy of insurance waqf in the

community, actually one hour is not

enough time to explain it. In some

respondents who filled out the

questionnaire, there were 30% of

respondents stated that they did not

understand about insurance waqf. The rest

there are who answered correctly, and

some even directly condemned heretical

and haram. The FFF Technique strategy is

seen as the right strategy according to the

waqf ambassadors.

Figure 8. Facebook Content Hierarchy

and Persuasive Strategy

More content on Facebook uses

Synchronize Target, Deletion, distortion,

generalization and Faster, easier, better

strategies. These three strategies have

almost the same approach, which is to

make simple the complicated things you

want to convey. The strategy that is rarely

used is music to persuade. Editing skills are

needed to make content that has music

that makes people drift along with the flow

of ad content.

Figure 9. Instagram Content Hierarchy

and Persuasive Strategy

Instagram, which is a social media

widely used by millennials, is also one of

the media choices for broadcasting

insurance waqf. Figure 9 shows the highest

strategy for this media is in the faster easier

better strategy. In accordance with the

character of the millennial generation who

wants something quickly, easily and better.

623 | Strategy to Improve Public Recognition of Insurance Waqf (Case Study of Allianz Sharia

Insurance Waqf Feature Products)

While the lowest strategy is in the boomer

effect because they are of a young age so

that the boomer effect strategy will not be

too ogled by them.

Figure 10. Whatsapp Content Hierarchy

and Persuasive Strategy

In the Whatsapp application, how to

broadcast ordinary waqf by increasing

recognition on the status or stories of this

application. Friends who view will see at a

glance whatever is displayed there in an

instant (approximately half a second). The

strategies that are widely used in this media

in Figure 10 are deletion, distortion and

generalization. It is suitable for short view

times so it does require the content to be

as general as possible, as easy as possible

and removing any complexity with

simplification.

Figure 11. Youtube Content Hierarchy and

Persuasive Strategy

Youtube is currently the highest social

media accessed by the public. With this

application information can be submitted

using a url or link that can be accessed by

anyone. Almost every device in it has a

youtube application. Figure 11 describes

the use content to build report card

strategy as the most used strategy by waqf

ambassadors. In it you can insert content,

verses, hadith, laws, more clearly than using

other applications.

Figure 12. Short Video Content Hierarchy

and Persuasive Strategies

In short videos, only about 1 to 2

seconds appear, so a strategy is needed as

shown in Figure 12. The most appropriate

strategy is a special strategy for a short time

but attracts attention. For this reason, the

trio of strategies synchronized target,

Deletion distortion and generalization and

Faster is easier, better, and more

appropriate.

Figure 13. Graphics of Strategy and Use

Media

Figure 13 shows the relationship

between the strategy used and the media

Samsul Arifin, Abdul Aziz Nugraha, Eko Yuli Sulistyo | 624

used to broadcast insurance waqf. It seems

that the majority is the content used in the

zoom application. The strategy that is still

little used is the strategy of using Music to

persuade.

Waqf Ambassador Strategy and Content

In selling insurance waqf products,

waqf ambassadors broadcast the flow of

syiar process as follows in Figure 13.

Figure 14. Flow of Waqf Syiar by Waqf

Ambassadors

From observations with friends of waqf

ambassadors, it was found that in the early

stages of increasing personal branding and

waqf symbols to attract the attention of

waqf, waqf ambassadors used WhatsApp,

Facebook and the third place was

Instagram. As shown in Figure 15.

Figure 15. Quantum Waqf Ambassador

Syiar Media

In the current era, almost all of the

Quantum Waqf Ambassadors use media

optimization in their broadcasting process.

From the responses they received, 80

percent viewed media optimization as very

important for them and their team.

Figure 16. Media Optimization Response

by Duta Quantum Waqf

For a content to be presented properly

and maximally, it is usually done seriously

and with good consistency. However, the

fact is that the Quantum Waqf Ambassador

team mostly do not appoint or pay a

special team to create good content that

can be shared by them and their team.

Figure 17. Whether or not a dedicated

content team exists

On social media platforms, paid

advertising features are available, either in

the form of IG ads, FB Ads, Google Ads.

Make

Personal

Branding as

"Duta

Wakaf

Quantum"

Promoting

waqf

insurance

through

social

media

If there an

interested

person,

they'll be

invited to

zoom waqf

If itsn't

work, Duta

Wakaf

Quantum

will share

link of

waqf

meeting

up and

closing

625 | Strategy to Improve Public Recognition of Insurance Waqf (Case Study of Allianz Sharia

Insurance Waqf Feature Products)

Which is usually done by depositing some

money or connecting to a credit card, so

when someone sees or clicks on an ad, a

certain amount of money will be deposited

according to the interaction. From this

strategy, you will get market leads that are

in accordance with the product to be

advertised. Of course this will be very

effective when the targeted target is

appropriate. However, the fact is that

almost all waqf ambassador teams do not

or have not used this paid advertising

feature. As shown in Figure 18.

Figure 18. Allocation of paid content

As explained in the intrudoction chapter

about the importance of touching the

subconscious in the broadcasting process.

Waqf ambassadors responded with the

importance of conceptualizing content that

touches the subconscious with the majority

of 60% agreeing, while the remaining 40%

stated that there is no need to touch the

subconscious. As shown in Figure 19.

Figure 19. The need to touch the

subconscious

Among the summary of 16 existing

persuasive strategies, the Quantum Waqf

Ambassadors chose strategies 2 and 4 as

the strategies that they think are the best

and they often use. While the strategy to

10, 11, 12 no one uses it. This data will be

synchronized with data findings in the field

regarding the perceptions of wakif,

prospective wakif and the public regarding

content that they think is good and touches

their hearts, which will be described in the

next sub-chapter.

Figure 20. Persuasive Content Choice

of Waqf Ambassadors

Data Analysis

Campaign Media Easily Accepted by

Participants

When deciding to choose campaign

media, the data can be considered for

selecting media that are often used by the

target market. From the data reduction

obtained, the first rank of choice as the

current insurance waqf campaign media is

Instagram, followed by Facebook, whats

app, special website and finally tik tok. Of

course, this order is not standard for all

10%

15%

20%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

PERSUASIVE CONTENT

CHOICE OF WAQF

AMBASSADORS

Samsul Arifin, Abdul Aziz Nugraha, Eko Yuli Sulistyo | 626

products. It could be for other products this

order shifts. This data is relevant to the data

submitted on www.iimers.com which

researches social media users in Indonesia.

The top 5 social media used in Indonesia

for ages 16-64 years are Youtube, Whats

App, Instagram, Facebook and Twitter

(Mukhopadhyay & Chattopadhyay, 2021).

This is different from a research

conducted regarding the effectiveness of

using Instagram social media for

promotion of agricultural products. Giving

a conclusion that promotion through

Instagram has not been effective in the

stages of attention, interest, desire, and

action (Yohana, Muzakir, & Hardianti, 2020)

In another research, found the same

conclusion as this study. That is, there is a

tendency for people to look for information

about something, especially the millennial

generation and generation Z, so they will

take a device and then look on social

media, especially Instagram

(Triwahyuningtyas, Ningtyas, & Rahayu,

2020).

Campaign Content Patterns That

Provide Optimal Perception for Participants

The perception of the target market is

everything. Many people think that the

logo and name of a program or product is

a brand. Logos and names, for example:

quantum waqf, modern waqf, etc., are just

a representation of a product or brand

name. So the essence of a product, in this

case insurance waqf, is how the perception

that the target market wants to form about

this insurance waqf (Triwahyuningtyas et

al., 2020).

Therefore it is necessary to form this

perception with the right strategy. When

presented with a content regarding waqf

features from Allianz, the following is the

perception that is captured and asked to

express it. Audience responded positively

to the word-loaded content in table 2.

Three stages are carried out in

qualitative analysis, among others:

reduction, data exposure, and drawing

conclusions. Table 2 shows the data after

being reduced regarding the choice of

touching words from a campaign content

on the official Allianz official account. The

ad content is coded in the NVivo 12

application connected to the campaign

strategy as shown in Figure 21 below:

Table 2. Perceptions obtained from

content

Share on

Words "Do good to help others".

Features of waqf

Benefits, multiply the benefits of

goodness

Image content

A father wants to join Allianz

Syariah, the father said because

he wants to help someone who

has been hit by a disaster, if one

day this father gets into a

disaster, other members are

ready to help

Families can continue to live well

as a form of love from a father to

his children.

Share kindness

Part explanation of allianz sharia

Interesting Ads

His family can live more calmly

Giving benefits to others

families can still live better.

protection up to 100 years

Share kindness

Helping others

627 | Strategy to Improve Public Recognition of Insurance Waqf (Case Study of Allianz Sharia

Insurance Waqf Feature Products)

Figure 21. Campaign Strategy Diagram

on Youtube Content 3

This content is found at the following

link https://bit.ly/wakafasuransi, and has

also been uploaded to several channels of

the Allianz agent team and the waqf

ambassador team. It contains 15 strategies

that are used intentionally or

unintentionally by content creators, namely

the content team from Allianz Syariah. The

fifteen strategies are shown in Figure 21.

Some graphic content was presented to

the participants to provide the best

checklist. It is not clear what strategies are

there. Only content and then provide a

choice of content that they think is good

and has an influence on positive

perceptions about insurance waqf. The

conclusion of the data analysis obtained in

table 3. While table 4 is a strategy table to

be analyzed:

Tabel 3. Content Strategies

Content

Strategy

Count of Checklis

Image 5.2

Image 5.3

Image 5.4

Image 5.5

Image 5.6

Image 5.7

Image 5.8

Image 5.9

Image 5.10

Image 5.11

Table 4. Grafic Content Checklis

Strategy 1

Boomer effect

Strategy 2

Deletion, Distortion, Generalization

Strategy 3

Emphatic Buyer

Strategy 4

Faster, Easier, Better

Strategy 5

Female and Mommy

Strategy 6

FFF Tecnique

Strategy 7

Five Sense Attack

Strategy 8

Hypnotic Language Patterns

Strategy 9

Lower Voice at Right Moment

Strategy 10

Music to Persuade

Strategy 11

Point Out Common Enemy

Strategy 12

Rapidly Build Resonant Rapport

Strategy 13

Short Story

Strategy 14

Synchronize Target

Strategy 15

Use Content to Build Rapport

Strategy 16

Use Processes to Build Rapport

The following will be analyzed from the ten

accounts and their strategies:

Eazy At Home Help Others (Facebook Image

23)

The most prominent strategies in this

content are deletion, distortion and

generalization. By highlighting the ease of waqf

only through the device, and the ease of helping

Samsul Arifin, Abdul Aziz Nugraha, Eko Yuli Sulistyo | 628

from anywhere. Deletion is removing details

from something so that it is simpler. The content

in Facebook 23 shows how easy it is to use a

device, and help with ease. Without showing

what the program is, what the scheme is, how

much is the transfer, etc. At a glance, people

who see will be embedded in their minds, easy,

simple, helpful. Distortion is a process of

diverting attention, for example when trying to

distract a child “What movie is this, it's so bad, it

feels like watching a 4 hour movie and it's

boring. The sound effect is really bad too.”. This

phrase is used to distract children from seeing

the film without prohibiting them (Achidi et al.,

2008) This strategy subconsciously changes the

child's perception of the film to be seen. In this

content, creator distorts the attention from

charity towards something that people

generally enjoy, namely playing gadgets. All the

complexities of the concept of insurance waqf

are distorted by doing charity easily.

Generalization is the process of inferring from

complex to simple and general terms. Image

content creator simplifies the fairly complex

concept of insurance waqf into a more general

one.

New Normal Charity (Image Facebook 24)

The main strategy in Figure image facebook

24 is the Hypnotic Language Pattern. In simple

terms, this strategy does not actually guarantee

that people will follow what is in the content. But

in terms of tone, vocals, variety, and content, it

is indeed set to influence the perception of

those who see or hear. In this picture content,

the content creator creates a hypnotic language

in the form of "Welcome the new normal, with

charity" and also "#start with goodness". The

two phrases were created to shape and

influence the minds of the audience or target

market to give charity in the new normal era of

the covid-19 pandemic.

Waqf Through Allianz, Uninterrupted

Rewards (Instagram Image 1)

The dominant strategy in this content is

female and mommy. This strategy is derived

from 2 chapters in The Buying Brain book,

namely Chapter 7: The Female Brain Is Buying

and Chapter 8: The Mommy Brain Is Buying. This

content shows two women showing happy

expressions (Pradeep, 2010) The purpose of

choosing a female model is of course an effort

to synchronize targets, where the target of wakif

is mainly those with the female gender. A

woman who is also a wife, as well as a mother

who has emotional strength with worship in the

form of waqf and Sharia life insurance

protection.

The Advantages of Waqf Allianz (Image

WhatsApp 1)

In this content, the dominant strategy is use

content to build rapport. When using this

strategy, it naturally requires what content the

target market wants. Everyone's basic instinct is

selfish. They will tend to think buy what they get,

this is what this content is trying to explain. In

this content, it can be seen that 4 points are

obtained when participating in the Allianz

insurance waqf program. Namely blessing,

lightness, trust and contribution. For a detailed

target market and want more information, this

content will greatly affect their perception.

Indonesian Time for Waqf (Image WhatsApp

10)

In this content, the dominant strategy used

is use content to build rapport. The hadith of the

Messenger of Allah used the history of Imam

Ahmad regarding the shade of alms on the Day

of Resurrection. In addition, a picture of an

629 | Strategy to Improve Public Recognition of Insurance Waqf (Case Study of Allianz Sharia

Insurance Waqf Feature Products)

umbrella and an appeal for waqf is attached, to

form the perception that an umbrella is a

protector when it rains.

Don't Delay Waqf (Image WhatApp 11)

In this content of picture the dominant

strategy is Faster easier better. It is seen that

there is ease of waqf with only 10 thousand

rupiahs per day and using a gadget. And there

is a choice of the word "don't wait" which

emphasizes immediately waqf before death

comes.

Starting Waqf (Facebook Image 10)

This content uses the dominant strategy of

synchronize target. Wakif's target audience is

millennials with more or less synchronization

like the model shown in the picture. Image of a

beautiful woman holding a laptop while smiling

looking at the future. This is a sync that targets

an audience more or less like the model.

Saving Rewards for the Month of Ramadan

(Image Facebook 11)

The dominant content uses the FFF

Technique strategy. By bringing the audience to

feel the blessings of Ramadan by waqf

insurance with Allianz.

World Blessing Waqf (Image Facebook 12)

In this content, the dominant female and

mommy strategy is used. By choosing a model

of a smiling businesswoman and the tagline

"blessing, serenity". Synchronization with the

target audience who are successful women

entrepreneurs and become representatives of

Sharia insurance.

Easier Waqf (Facebook Image 13)

In this tenth content, the dominant strategy

used is synchronize target. That is trying to

synchronize with the target audience of wakif,

namely happy couples, there are men and

women, smiling and doing waqf using their

gadgets. The “easier” tagline emphasizes the

ease of waqf in Allianz insurance waqf.

Figure 21. Optimal Strategy Graph in

Graphical Content

Figure 21 shows how the most

frequently used strategy and received a

positive perception response, the selected

audience was content with the Synchronize

Target strategy, followed by the Deletion,

Distortion, Generalization strategy and the

third was Female and mommy and faster

easier, better.

Optimal and Influential Exposure

Frequency for Participants. To know about

insurance waqf, at least 77% of

respondents think it is enough to see

exposure between 1 to 3 times. And only 6

percent think it takes more than 6 times

exposure to just know about insurance

waqf. The next stage is to understand about

insurance waqf, even if it is only a

superficial understanding, it takes how

many exposures it takes.

For the understanding of insurance

0 2 4 6 8 10 12

Boomer effect

Emphatic Buyer

Female and Mommy

Five Sense Attack

Lower Voice at Right Moment

Point Out Common Enemy

Short Story

Use Content to Build Rapport

Optimal Strategy Graphics in

Graphical Content

Samsul Arifin, Abdul Aziz Nugraha, Eko Yuli Sulistyo | 630 
 
waqf,  according  to  respondents,  63% 
stated that 1-3 times exposure to content is 
sufficient.  The  remaining  27%  need  4-6 
exposures and 10% more than 6 exposures.  
To be interested in insurance waqf, 39% 
of  respondents  stated  that  they  only 
needed 1-3 exposures. The next one stated 
that it took more than 6 exposures to be 
interested  in  waqf  insurance  and  29% 
stated that they needed 4-6 exposures. 
 
CONCLUSIONS 
 
The effective media at this time for the 
insurance waqf campaign is to use 4 media, 
namely: Youtube, Facebook, Instagram and 
Whats  App.  The  four  media  all  influence 
and  support  each  other.  For  level  of 
understanding,  use  Youtube,  Instagram, 
Facebook. To invite interest, use Whats app, 
Instagram and Facebook. 
By using this  media, the content used 
for the insurance waqf campaign, it is more 
effective  to  use  a  strategy  with  the 
following  conditions:  If  the  content  is  a 
video,  then  use  Youtube,  Instagram  and 
Facebook media, as well as short videos on 
Whats app. With a random strategy among 
15  strategies,  (table  4).  If  the  content  is 
graphic, then use Instagram, Whatsapp and 
Facebook media.  With  a  random  strategy 
used:  Synchronize  Target;  Deletion, 
Distortion;  Generalizations;  Female  and 
mommy and faster easier, better. 
 
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© 2022 by the authors. Submitted  
for possible open access publication  
under  the  terms  and  conditions  of  the  Creative 
Commons  Attribution  (CC  BY  SA)  license 
(https://creativecommons.org/licenses/by-sa/4.0/). 
 