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UEU » Journal » Manajemen
Posted by [email protected] at 29/06/2019 11:40:47  •  1246 Views


CONSUMERS TRUST AS THE MEDIATING FACTOR FOR INSURANCE BUYING INTENTION IN INDONESIA

Created by :
Dr. HASYIM SE, M.Ed, MM ( 201040164 )
Arief Helmi



SubjectKEPERCAYAAN KONSUMEN
NIAT BELI
Alt. Subject CONSUMER TRUST
PURCHASE INTENTION
KeywordCOMPANY IMAGE

Description:

Abstract This study aims to identify the effect of Perceived of usefulness and Company reputation, Purchase Intention, mediated by Consumer Trust in an insurance environment. A survey method is used to collect data from consumers who potentially buying an insurance. Path analysis and multiple regression are used to test the causal model. Sample size 100 middleincome residents in the areas of Jakarta. The study demonstrates that company image has no significant effect to the Purchase intention while the perceived of usefulness influences the purchase intention through consumer trust, it has meaning that the intention to buy insurance products is affected by customers` positive perspective factors towards insurance products offered in the market, and this may bring implication towards the company which provides insurance service that to increase customers purchase intention insurance service provider must do campaign and promotion that may grow the understanding about the products offered. The usefulness of insurance program in terms of protection and precautionary motive need to be grown in customers mind through effective promotion strategy, because strong understanding towards the utility of insurance products will trigger the growth of customer trust which in the end of the day will cause purchase intention. Company reputation does not have direct, significant influence towards the intention to purchase insurance products, it gives implication that company strategy to increase the selling should be focused on the improvement of customers trust towards insurance by improving the efforts to increase customers understanding about the usefulness of insurance products.

Date Create:00/00/0000
Type:Text
Format:PDF
Language:Indonesian
Identifier:UEU-Journal-11_0044
Collection ID:11_0044


Source :
International Journal of Economics, Commerce and Management Vol. V, Issue 2, February 2017

Relation Collection:
Fakultas Ekonomi dan Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@perpustakaan Universitas Esa Unggul 2019


Publication URL :
https://digilib.esaunggul.ac.id/consumers-trust-as-the-mediating-factor-for-insurance-buying-intention-in-indonesia-13075.html




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