Analisis Keunggulan Bersaing Produk Asuransi Pendidikan: Studi Komparatif PT AJB Bumiputera Syariah 2002 dan PT Prudential Syariah

Abstract

Educational insurance has become one of the most prominent products in the Islamic insurance industry, supported by increasing public awareness of the importance of quality education. This study examines the characteristics of educational insurance products offered by PT AJB Bumiputera Syariah and PT Prudential Syariah, explores the marketing strategies adopted by both companies, and evaluates their competitive advantages. Using a qualitative approach, data were collected through interviews with company representatives and supported by relevant documents and literature.

The results indicate that PT AJB Bumiputera Syariah provides a more affordable premium structure, making its products accessible to a wider market segment, although improvements in policy service and claims processing are still needed. PT Prudential Syariah, meanwhile, excels in service quality through faster digital processes, transparent information, and organizational stability. The study concludes that competitive advantage in educational insurance is shaped by pricing strategies, service quality, and innovation