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All Journal Journal of Management and Business Review Jurnal Riset Akuntansi dan Keuangan Fokus Ekonomi International Journal of Economics, Business and Accounting Research (IJEBAR) Community Development Journal: Jurnal Pengabdian Masyarakat Unram Journal of Community Service (UJCS) Jurnal Puan Indonesia Jurnal Peradaban Masyarakat (JPM) Atestasi : Jurnal Ilmiah Akuntansi
Damayanti, Prisila
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Market Behavior in the Field of Insurance, Guarantee, and Pension Funds in the Indonesian Context: A Strategic Marketing Perspective Siolemba Patiro, Shine Pintor; Damayanti, Prisila; Parwati, Azuarini Diah; Hendrian, Hendrian
Fokus Ekonomi : Jurnal Ilmiah Ekonomi Vol. 21 No. 1 (2026): June 2026
Publisher : STIE Pelita Nusantara Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34152/fe.21.1.48-52

Abstract

This study aims to analyze market behavior in the insurance, guarantee, and pension fund sectors in Indonesia through a strategic marketing approach. These three sectors play a crucial role in the national financial system, yet face challenges in terms of market penetration, consumer trust, and adaptation to changing consumer behavior. Using descriptive qualitative methods and literature review, this study examines how industry players design and implement marketing strategies to address domestic market dynamics. Three grand theories are used in this study: the Resource-Based View (RBV) (Barney, 1991), Porter's Five Forces (Porter, 1980), and Diffusion of Innovations (Rogers, 2003). The results indicate that digital integration, personalized service approaches, and increased financial literacy are key factors in shaping consumer behavior and strengthening competitiveness. This study also highlights the importance of collaboration between regulators and industry players in creating a sustainable marketing ecosystem. The strategic implications of these findings provide guidance for policymakers and practitioners in formulating more effective strategies amidst the ever-evolving financial industry landscape.
Co-Authors Adha, Muhammad Adjie Afrida Sary Puspita Agus Hitopa Sukma Al Fahri, Muhammad Fajar Alamsyah - Anglaini, Elina Dewi, Dyah Utami Diah Aryani, Diah Endi Rekarti, Endi Faizul Mubarok Febryano Manggala Putra Gaol, Lasando Lumban Hendi Prihanto Hendrian Hendrian, Hendrian Joko Rizkie Widokarti Lumbangaol, Lasando Minrohayati . Nazala, Muhammad Rizki Noerlina Anggraeni Nugroho, Bima Parwati, Azuarini Diah RR. Aryanti Kristantini Safari, Ikmal Maulana Sakina Nusarifa Tantri Shine Pintor Siolemba Patiro Utami, Mega Widjanarko Widjanarko, Widjanarko Zara Tania Rahmadi Zobir, Obing Said