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Perkembangan teknologi memungkinkan terwujudnya strategi telemarketing sebagai salah satu strategi dalam pola penjualan suatu pelaku usaha dalam memasarkan produknya kepada masyarakat yang efektif dengan biaya yang relatif murah. Salah satu pelaku usaha dalam sektor keuangan yang menggunakan strategi telemarketing adalah perusahaan asuransi yang bekerjasama dengan bank (bancassurance). Meski dari perspektif bisnis bancassurance strategi telemarketing ini menguntungkan, banyak nasabah bank yang merasa dirugikan akibat praktik telemarketing, mulai dari nasabah yang terus menerus dihubungi oleh telemarketer hingga penyalahgunaan data pribadi nasabah. Menanggapi masalah ini Otoritas Jasa Keuangan (OJK) mengeluarkan Peraturan OJK Nomor: 6/POJK.07/2022 tentang Perlindungan Konsumen dan Masyarakat di Sektor Jasa Keuangan. Dengan berlakunya peraturan OJK tersebut, pelaku usaha jasa keuangan diharapkan dapat menerapkan prinsip perlindungan konsumen dan masyarakat yang efektif dan efisien, khususnya mengenai perlindungan data pribadi konsumen. Metode penulisan dalam penelitian ini adalah yuridis-normatif, dimana Penulis akan menelaah secara sistematis norma hukum berdasarkan data sekunder, seperti peraturan perundang-undangan mengenai perlindungan data pribadi konsumen dan masyarakat di Indonesia. Penelitian ini akan membahas mengenai perlindungan data pribadi nasabah bank dalam pelaksanaan telemarketing bancassurance dan pada bagaimana pertanggungjawaban bank terhadap penyalahgunaan data pribadi nasabah bank peserta bancassurance dalam telemarketing. Dengan demikian, penelitian ini diharapkan dapat memberikan informasi bagaimana POJK 6/22 dapat melindungi konsumen dan masyarakat dari segi perlindungan data pribadi terhadap telemarketing yang dilakukan oleh perusahaan asuransi melalui kerjasama bancassurance. ......Technological developments enables telemarketing strategy as one of the strategies for business actors in marketing their products to the public in an effective manner at a relatively low cost. One of the business actors in the financial sector that uses a telemarketing strategy is an insurance company and banks cooperation (bancassurance). Although from the perspective of the bancassurance business this telemarketing strategy is profitable, many bank customers feel disadvantaged as a result of telemarketing practices, ranging from customers who are constantly contacted by telemarketers to the misuse of customer personal data. In response to this problem, the Financial Services Authority (OJK) issued OJK Regulation Number: 6/POJK.07/2022 concerning Consumer and Community Protection in the Financial Services Sector. With the enactment of this regulation, financial service businesses shall strictly apply the principles of effective and efficient consumer and public protection, particularly the protection of consumers' personal data. The writing method in this study is normative-juridical, where the author will systematically examine legal norms based on secondary data, such as laws and regulations regarding the protection of consumers' personal data in Indonesia. This research will discuss the protection of personal data of bank customers in the implementation of bancassurance telemarketing and on the accountability of the bank for the misuse of personal data of bank customers. Thus, this research is intended to provide information on how POJK 6/22 can protect consumers and the public in terms of personal data protection against telemarketing carried out by insurance companies through bancassurance cooperation.

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Marketing insurance products through telemarketing media is a form of insurance product offerings made through telemarketers 39 telephony media to prospective customers. This is done in line with the growth of the insurance industry in Indonesia where the implementation is considered easier, efficient, and can reach more markets. Usually this type of marketing is done by the cooperation bancassurance between insurance companies and banks. However, the marketing of insurance products through telemarketing has several disadvantages such as discrepancy between telemarketers and prospective customers and differences of opinion regarding the validity of the agreement. The research is normative juridical which aims to conduct a juridical review on insurance product marketing through telemarketing media through case study at PT BL Insurance Company. If reviewed from the terms of the validity of the agreement under Article 1320 of the Civil Code, the insurance agreement through telemarketing is a legal agreement because the insurance agreement is a reciprocal agreement that is consensual. In addition, telemarketing activity is one form of bancassurance marketing cooperation based on Circular Letter of Financial Services Authority Number 33 SEOJK.03 2016 concerning Implementation of Risk Management at Banks Conducting Marketing Cooperation Activities with Insurance Company Bancassurance .

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Dewasa ini, telemarketing banyak digunakan oleh perusahaan sebagai sarana untuk meningkatkan penjualan. PT XYZ adalah perusahaan yang bergerak dalam bidang e-commerce classified ads customer-to-customer (C2C). PT XYZ melakukan telemarketing sejak bulan Juni 2016. Akan tetapi, rata-rata konversi telemarketing per minggu hanya 5,1 persen. Penelitian ini menggunakan metodologi CRISP-DM. Penelitian ini menggunakan Customer Lifetime Value (LTV) sebagai pembentuk fitur. Teknik Synthetic Minority Over Sampling (SMOTE) untuk permasalahan kelas tidak berimbang memberikan hasil yang lebih baik dari teknik undersampling dalam penelitian ini. Algoritma klasifikasi yang diuji adalah bayesian network, decision tree, random forest, support vector machince, neural network, bagging neural network, deep neural network, adaboost deep neural network, convolutional neural network, dan extreme gradient boosting tree. Evaluasi terhadap model yang dihasilkan menitikberatkan pada analisis cost-benefit, dan analisis gain chart. Analisis cost-benefit terhadap gain chart menunjukkan keuntungan terbaik ada pada desil 20 persen populasi. Analisis cost-benefit menunjukkan bahwa algoritma adaboost deep neural network dengan data SMOTE mendapatkan hasil terbaik. Akan tetapi model random forest SMOTE dapat mengklasifikasikan 73,13 persen pelanggan fitur premium dalam 20 persen populasi, serta memiliki konsistensi terbaik dalam gain chart. Total potensi keuntungan adalah 11,5 kali lipat dibandingkan tanpa menggunakan model. Dalam penelitian ini ditemukan juga bahwa nilai Fβ-score dapat digunakan untuk mengukur nilai cost-benefit dari model klasifikasi yang dihasilkan.

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ABSTRACT
Many companies have widely used telemarketing to increase their sales. XYZ Company focusing their business on classified ads e-commerce platform. XYZ Company have been using telemarketing since June 2016, but weekly conversion rate from telemarketing is only 5,10 percent. CRISP-DM methodology serves as guideline principle in this research. Customer Lifetime Value (LTV) was used to guide feature extraction. In this research, Synthetic Minority Over Sampling (SMOTE) gives better result than undersampling to tackle class imbalance problem. Algorithm tested are bayesian network, decision tree, random forest, support vector machince, neural network, bagging neural network, deep neural network, adaboost deep neural network, convolutional neural network, and extreme gradient boosting tree. This research emphasizes on cost benefit and gain analysis to evaluate the result. Cost benefit analysis on gain chart shows the best benefit achieved on 20 percent of the population. AdaBoost Deep Neural Network with SMOTE data gives best result on cost-befenit analysis. However, Random Forest and SMOTE data could recognize 73.13 percent of target only in 20 percent of the population, and it gives the best consistency across 20 to 50 percent of the population. Total potential benefit is 11.5 times higher than without using model. We also found that Fβ-score values were correlated with cost-benefit values from classification model.

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