Strategy to Improve Public Recognition of Insurance Waqf (Case Study of Allianz Sharia Insurance Waqf Feature Products)

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.


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. Institutions (Ernawan, 2016 (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.

Research Design
The research conducted is a qualitative approach that emphasizes the

Location and Timing
The research will be carried out at PT.

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.   The third stage, when the wakif has a contract and participates, it will also be offered to become a Quantum Waqf 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:    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. 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 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. 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 18. 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.   (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:   The following will be analyzed from the ten accounts and their strategies:

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 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

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.  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,