Suwanpoh, Stella Marissa and Adam, M. Riyadh Rizky (2019) Analyzing Millennials’ Purchase Intention in the Private Health and Life Insurance Industry. Bachelor thesis, Swiss German University.

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Abstract

For the past 10 years, insurance in Indonesia has flourished with annual development ranging from 10% to 30%. Despite its positive development, only 7.5% Indonesian actually possess health and/or life insurance. Through several assessments, it was found that millennials have been overlooked as opportunities. Various insurance policies were offered, however capturing millennials’ interest became more challenging than predicted. This research investigates the factors influencing millennials’ attitude toward forming their perceived personal benefit and purchase intention regarding private health and life insurance by using the Theory of Reasoned Action (Fishbein and Ajzen, 1975) as its ground theory. The research targeted 400 millennials who lived in metropolitan areas. Online questionnaire survey was conducted. Confirmatory Factor Analysis that is supported in the Structural Equation Modelling was used to examine the hypotheses and test the research model. Based on the results, perceived usefulness has the most significant positive correlation with attitude. Attitude correlates positively the most with insurance purchase intention. Perceived personal benefit also has positive correlation with insurance purchase intention although with less significance than attitude. Nonetheless, this study is limited to several metropolitan areas in West Java, Indonesia. The present study is expected to broaden the rare, existing knowledge about health and life insurance through the integrated theories and hypothesis testing. Additionally, the study results may be proposed to be used as a basis for management to asses, adapt, and improve their marketing division or overall organization.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Insurance ; Perceived Barriers ; Perceived Usefulness ; Social Influence ; Attitude
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HG Finance > HG8011-9999 Insurance
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Adityatama Ratangga
Date Deposited:	18 May 2020 04:22
Last Modified:	18 May 2020 04:22
URI:	http://repository.sgu.ac.id/id/eprint/348

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