ANALISIS FAKTOR PERILAKU PEMBELIAN ASURANSI JIWA YANG DIMEDIASI INTENSI TERHADAP NASABAH DI JABODETABEK

CHRISTOPHER YOUNG, . (2025) ANALISIS FAKTOR PERILAKU PEMBELIAN ASURANSI JIWA YANG DIMEDIASI INTENSI TERHADAP NASABAH DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tingkat penetrasi asuransi jiwa di Indonesia masih tergolong rendah, meskipun industri ini terus tumbuh dari sisi aset dan jumlah perusahaan. Fenomena ini menunjukkan adanya kesenjangan antara ketersediaan produk dan partisipasi masyarakat. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi perilaku pembelian asuransi jiwa yang dimediasi oleh intensi, dengan fokus pada nasabah di wilayah Jabodetabek. Kerangka teori yang digunakan adalah Theory of Planned Behavior (TPB), yang mencakup tiga variabel utama: attitude (Attitude), subjective norms dan perceived behavioural control. Penelitian ini menggunakan pendekatan kuantitatif dengan metode purposive sampling dan melibatkan 234 responden. Hasil penelitian menunjukkan bahwa subjective norms dan perceived behavioural control berpengaruh positif dan signifikan terhadap intention to purchase, dan intention to purchase secara positif dan signifikan memengaruhi purchase behaviour. Intention to purchase juga memediasi secara positif dan signifikan pengaruh subjective norms dan perceived behavioural control terhadap perilaku pembelian. Namun, attitude tidak memiliki pengaruh yang positif dan signifikan baik secara langsung maupun tidak langsung terhadap purchase behaviour. ***** The penetration rate of life insurance in Indonesia remains relatively low, despite continued growth in terms of assets and the number of companies within the industry. This phenomenon highlights a gap between product availability and public participation. This study aims to analyze the factors that influence life insurance purchase behavior, mediated by intention, focusing on customers in the Greater Jakarta (Jabodetabek) area. The theoretical framework is based on the Theory of Planned Behavior (TPB), which includes three main variables: attitude, subjective norms, and perceived behavioral control. The study applies a quantitative approach using purposive sampling, involving 234 respondents. The results indicate that all three variables—attitude, subjective norms, and perceived behavioral control—have a positive and significant effect on intention to purchase, and intention to purchase, in turn, has a positive and significant effect on purchase behavior. Furthermore, intention to purchase significantly mediates the relationship between attitude, subjective norms, and perceived behavioral control toward life insurance purchase behavior

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, SE., M.Si. ; 2). Nadya Fadillah Fidhyallah, M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Christopher Young .
Date Deposited:	02 Sep 2025 06:07
Last Modified:	02 Sep 2025 06:07
URI:	http://repository.unj.ac.id/id/eprint/62300

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