The influence of trust to purchase intention of online life insurance: The study on purchase intention of online life insurance during pandemic in Jabodetabek

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Rahayoe, Indrijati (2021) The influence of trust to purchase intention of online life insurance: The study on purchase intention of online life insurance during pandemic in Jabodetabek. Undergraduate thesis, IPMI Business School.

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Indrijati Rahayoeningtyas - The Influence of trust to purchase intention of online life insurance (The study on purcase intention of line insurance during pandemic in Jabodetabek).pdf
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Abstract

The pandemic has changed the way we do business, incluiding life insurance industry. However, limitation of face to face interaction and social gathering have triggered life insurance industry, whose their selling activities is heavily conducted face to face by the agents or financial advisors, to digitize their purchasing activities to an online platform. This study aims to measure the influence of trust or purchase intention and to investigate the mediating role of perceived usefulness, effort expectancy and social influence to the relationship between trust and purchase intention of online life insurance. The data was collected through online questionnaires with non probability and purposive sample to 208 respondents in Jabodetabek during Jan-Feb 2021. The data was processed using SPSS and PLS-SEM. The result indicated that the level of trust and purchase intention of online life insurance are high and that trust indirectly impacted the purchase intention of online life insurance. There is positive mediating role of perceived usefulness, effort expectancy, and social influence to the relationship between trust and purchase intention of online life insurance. This mediating role has never been studied and is novelty to the research world and to online life insurance industry. The study could be used by life insurance companies to better understand the purchase intention and some key contributors to increase purchase intention of online life insurance in order to have better strategy to implement digital technology deployment to improve consumer experience.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HG Finance
Divisions:	Thesis > Master of Business Administration
Depositing User:	Dede Faujiah
Date Deposited:	27 Jan 2022 06:16
Last Modified:	27 Jan 2022 06:16
URI:	http://repository.ipmi.ac.id/id/eprint/1378

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