Manajemen Strategis Desain Produk Tafakul: Analisis Strategic Mismatch dan Perilaku Konsumen Indonesia
DOI:
https://doi.org/10.54259/manabis.v5i3.7945Kata Kunci:
Consumer Behavior, Customer Value Proposition, Product Design, Strategic Mismatch, Takaful InsuranceAbstrak
Despite Indonesia's status as the world's largest Muslim-majority market (86.7% of the population), takaful insurance penetration remains critically low, accounting for only 4.76% of premium share compared to conventional insurance. Prior studies typically attribute this to low sharia financial literacy and religiosity. This study offers a strategic management perspective, identifying the strategic mismatch between takaful product design and modern financial consumer behavior as the root cause. Using a qualitative literature-review approach with thematic analysis of scientific journals, official reports, and academic literature (2020–2025), indings show low takaful penetration stems from product design complexity, insufficiently consumer-centric orientation, limited product innovation and variety, and shifting consumer preferences toward convenience, information clarity, flexibility, and digital access. These findings confirm a strategic misalignment between the value proposition offered by takaful firms and consumer value expectations. This study contributes conceptually to the strategic management of sharia-compliant products by demonstrating that low takaful penetration is not primarily a rejection of sharia principles, but a failure of corporate product strategy to align with modern consumer expectations for convenience, flexibility, and service efficiency.
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