Pemanfaatan Analytical Network Process (ANP) dalam Manajemen Strategi Differensiasi Marketing Mix pada Asuransi Syariah/ Takaful di Indonesia R. Bambang Budhijana *) Abstract This paper investigates management of the marketing mix differeciation toward marketing strategy in Islamic Insurance widely known as takaful. The takaful is recommended by Hadits and Al Quran. The Analytical Network Process (ANP) was used to measure relational between Marketing mix strategy and its main components. The main components are cognitive, affective and conative. The main components cover dominance factors, namely: product acceptability, price affordability, place availability and promotion awareness. The result shows that product acceptability and price affordability are really the important factors in future of the Indonesia shariah insurance development. From this study concludes that the takaful development is on the same line with the Government of Indonesia policies. Keywords: Takaful, marketing mix, cognitive, affective, conative, circular causation, ANP I. PENDAHULUAN 1. Latar Belakang Permasalahan Di tengah-tengah meningkatnya pertumbuhan industri asuransi syariah, sebelum tahun 2006, tidak sampai 10 persen dari total populasi Indonesia, ini berarti tingkat pengetahuan masyarakat untuk memiliki polis asuransi masih rendah. Asuransi syariah yang berada di Indonesia menyatakafuln bahwa rendahnya kesadaran berasuransi dalam masyarakat Indonesia disebabkan karena berbagai faktor. Pertama, masyarakat lebih cenderung saving minded – menyimpan dananya di bank – karena dana tersebut lebih mudah ditarik sewaktu-waktu bila dibutuhkan. Contohnya dengan fasilitas ATM. Kedua, kebutuhan masyarakat akan proteksi asuransi belum _______________________ *) Staf pengajar UNTAR