FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT GENERASI MILENIAL DALAM MEMBELI PRODUK ASURANSI SYARIAH

Anggun Pratiwi, Zulfa Devina Rahman

Abstract


The objective of this research was to examine factors that influence the millennial generation's intention to purchase sharia insurance products. The sampling technique used was non propability sampling using. The data was collected through a questionnaire using a google form which was distributed to 136 millennial respondents. The analysis technique used in this research is multiple regression using the Smart-PLS 5.0 tool. The results showed that the insurance literacy variable has a positive and significant effect on the interest of the millennial generation to purchase sharia insurance. Product risk perception has a positive has a positive and significant effect on the interest of the millennial generation to purchase sharia insurance product. This show that the Sharia insurance applications or purchase intentions are based on the level of insurance literacy and the millennial generation's perception of the product. The millennial generation tends to assess how useful and useful the product is.

Kata Kunci: Insurance Literacy, Product Risk Perception, Intention to Purchase Sharia Insurance


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References


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