<![CDATA[Abstract This research aims to analyze the role of information systems in increasing the efficiency and effectiveness of the sharia insurance marketing process. In the digital era, the application of information technology has become very important for companies to manage customer data, automate marketing processes, and improve customer service. Information systems help sharia insurance companies develop more effective marketing strategies through structured data management, administrative automation, and the use of Customer Relationship Management (CRM). This research uses qualitative methods with observation techniques and literature study. The research results show that information systems play a significant role in increasing efficiency, such as speeding up the registration and insurance claims process, as well as effectiveness, such as increasing service personalization and process transparency. However, challenges such as implementation costs and data security remain major concerns in implementing information systems in sharia insurance. Therefore, companies need to prepare strategic steps in implementing information technology to increase competitiveness in the sharia insurance market. Keywords: information systems, marketing, sharia insurance Abstrak Penelitian ini bertujuan untuk menganalisis peran sistem informasi dalam meningkatkan efisiensi dan efektivitas proses pemasaran asuransi syariah. Di era digital, penerapan teknologi informasi menjadi sangat penting bagi perusahaan untuk mengelola data pelanggan, mengotomatisasi proses pemasaran, serta meningkatkan layanan pelanggan. Sistem informasi membantu perusahaan asuransi syariah dalam mengembangkan strategi pemasaran yang lebih efektif melalui pengelolaan data terstruktur, otomatisasi administrasi, serta penggunaan Customer Relationship Management (CRM). Penelitian ini menggunakan metode kualitatif dengan teknik observasi dan studi pustaka. Hasil penelitian menunjukkan bahwa sistem informasi berperan signifikan dalam meningkatkan efisiensi, seperti mempercepat proses registrasi dan klaim asuransi, serta efektivitas, seperti meningkatkan personalisasi layanan dan transparansi proses. Namun, tantangan seperti biaya implementasi dan keamanan data tetap menjadi perhatian utama dalam penerapan sistem informasi di asuransi syariah. Oleh karena itu, perusahaan perlu mempersiapkan langkah-langkah strategis dalam penerapan teknologi informasi guna meningkatkan daya saing di pasar asuransi syariah. Kata Kunci: sistem informasi, pemasaran, asuransi syariah]]>
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