Insurance Policy Purchase Decision in Surabaya, Indonesia

Kempa, Sesilya and Pratama, Wiliam Ardiyanto Wisnu and SUKATMADIREDJA, NONENG R (2019) Insurance Policy Purchase Decision in Surabaya, Indonesia. SHS Web of Conferences 76. pp. 1-14. ISSN 2261-2424

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Abstract

The level of competition in the insurance world that is getting tougher makes the insurance business do a lot of strategies, both promotion, service, and others. Consumer decisions in buying insurance policies themselves are influenced by several things. This study emphasizes the presence of the influence between company reputation and product knowledge on purchase decisions as well as the influence of both variables through consumer trust of insurance policies from insurance companies in Surabaya. The data collection is carried out on 130 consumers who have bought an insurance policy. From 130 questionnaires returned, there are only 100 questionnaires which can then be further processed using Partial Least Square 2.0 analysis. The results of data processing show that company reputation, product knowledge, and consumer trust influence the purchase decisions respectively of 0.204, 0.203, and 0.494. While the influence of company reputation and product knowledge on customer trust are 0.452 and 0.471, respectively. Customer trust itself is proven to be an intervening variable between company reputation and product knowledge and on purchase decision making.

Item Type: Article
Uncontrolled Keywords: Company reputation, consumer trust, insurance buying decision, product knowledge.
Subjects: Manajemen
Depositing User: Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited: 12 Mar 2022 04:27
Last Modified: 12 Mar 2022 04:27
URI: http://repository.stiemahardhika.ac.id/id/eprint/2694

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