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UEU » Journal » Manajemen Posted by [email protected] at 29/06/2019 11:40:47 • 1247 Views
CONSUMERS TRUST AS THE MEDIATING FACTOR FOR INSURANCE BUYING INTENTION IN INDONESIACreated by :
Dr. HASYIM SE, M.Ed, MM ( 201040164 ) Arief Helmi
Subject: | KEPERCAYAAN KONSUMEN NIAT BELI | Alt. Subject : | CONSUMER TRUST PURCHASE INTENTION | Keyword: | COMPANY 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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