Pengaruh motivasi membeli, keunggulan produk, kepercayaan merek, dan kesadaran merek terhadap minat beli asuransi jiwa pada generasi z

Wijaya, Kelvin Leonardo (2021) Pengaruh motivasi membeli, keunggulan produk, kepercayaan merek, dan kesadaran merek terhadap minat beli asuransi jiwa pada generasi z. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan untuk menganalisa pengaruh Motivasi Membeli, Keunggulan Produk, Kepercayaan Merek, dan Kesadaran Merek terhadap Minat Beli Asuransi Jiwa pada Generasi Z. Penelitian ini menggunakan pendekatan kuantitatif. Data yang digunakan pada penelitian ini dikumpulkan dengan menggunakan instrument berupa kuesioner elektronik melalui Google form, yang terdiri dari 19 indikator dan jumlah responden pada penelitian ini yaitu 190 responden yang merupakan Generasi Z. Responden terdiri dari 109 responden pria dan 81 responden wanita, yang berumur dari 10-25 tahun. Penelitian ini menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS–SEM) dengan program SmartPLS 3.32. Hasil dari penelitian ini menunjukan bahwa Motivasi Membeli memiliki pengaruh positif terhadap Minat Beli; Keunggulan Produk berpengaruh positif terhadap Minat Beli; Kepercayaan Merek berpengaruh positif terhadap Minat Beli; dan Kesadaran Merek berpengaruh positif terhadap Minat Beli. Implikasi manajerial yang dapat diberikan dari penelitian ini adalah untuk e-commerce dan manajer perusahaan-perusahaan jasa asuransi jiwa di Indonesia. Implikasi manajerial dalam produk jasa, adalah pentingnya meningkatkan faktor - faktor yang mempengaruhi minat beli asuransi jiwa terhadap generasi z Referensi: 70 Kata kunci: motivasi membeli, keunggulan produk, kepercayaan merek, kesadaran merek, minat beli./ABSTRACT Kelvin Leonardo Wijaya 00000020120 The Influence of Motivation to Buy, Product Excellence, Brand Trust, and Brand Awareness on Purchase Intention for Life Insurance in Generation Z (xiv + 87 pages + bibliography + attachment) This research was conducted to analyze the effect of Buying Motivation, Product Excellence, Brand Trust, and Brand Awareness on Purchase Intention for Life Insurance in Generation Z. This study uses a quantitative approach. The data used in this study were collected using an instrument in the form of an electronic questionnaire through Google form, which consisted of 19 indicators and the number of respondents in this study were 190 respondents who were Generation Z. The respondents consisted of 109 male respondents and 81 female respondents, aged from 10-25 years. This study uses the Partial Least Squares – Structural Equation Modeling (PLS – SEM) method with the SmartPLS 3.32 program. The results of this study indicate that Buying Motivation has a positive influence on Purchase Intention; Product excellence has a positive effect on buying interest; Brand Trust has a positive effect on Buying Interest; and Brand Awareness has a positive effect on Purchase Intention. The managerial implications that can be given from this research are for e-commerce and managers of life insurance service companies in Indonesia. The managerial implication in service products is the importance of increasing the factors that influence the purchase intention of life insurance in generation z. Reference: 70 Keywords: purchase motivation, product excellence, brand trust, brand awareness, purchase intention

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