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All Journal Dinasti International Journal of Economics, Finance & Accounting (DIJEFA)
Antyo Pracoyo
Indonesia Banking School, Jakarta, Indonesia.
Economics, Econometrics & Finance

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Behavioral Intention and Trust as Key Drivers of Willingness to Pay for Complementary Health Insurance: Evidence from Indonesia Dumasi Marisina Magdalena Samosir; Batara Maju Simatupang; Bambang Budhijana; Antyo Pracoyo
Dinasti International Journal of Economics, Finance & Accounting Vol. 7 No. 3 (2026): Dinasti International Journal of Economics, Finance & Accounting (July - August
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v7i3.7126

Abstract

Healthcare financing sustainability has become a major challenge in countries implementing Universal Health Coverage (UHC). This study develops and empirically validates a behavioral model to explain willingness to pay (WTP) for Complementary Health Insurance (CHI) in Indonesia by integrating perceived service quality, knowledge, perceived benefit, trust, and purchase intention. Using survey data from 445 BPJS Kesehatan participants, the proposed model was estimated using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that perceived benefit and knowledge significantly influence trust and purchase intention, while purchase intention is the strongest predictor of WTP. Trust also positively affects WTP, although with a smaller effect. Mediation analysis confirms the roles of trust and purchase intention in translating perceptions into financial commitment. The model demonstrates substantial predictive capability and highlights the importance of behavioral factors in strengthening voluntary participation in CHI, providing practical implications for sustainable healthcare financing under Indonesia’s UHC system.
Co-Authors Bambang Budhijana Batara Maju Simatupang Dumasi Marisina Magdalena Samosir